18452 - Marketing of Food Products

Learning outcomes

At the end of the course the student is able to define business strategies and organize activities in a market and consumer satisfaction. At the end of the course, the student will have knowledge and skills related to the tools and strategies of marketing mix

Course contents

The studentwho accesses this teaching is in possession of a preparation of the fundamentals of economics and management company and the basic knowledge of the structure and organization of the agri-food system.

1. Marketing concepts: objectives and activities of food marketing

The aim of marketing: definition and scope, strategic marketing and operational marketing.
The key concepts of marketing: needs, food consumption and demand, supply, and characteristics of food products, agro-food markets, socio-economic environment and marketing.
Market orientation: orientation to the production, sale, marketing

2. Strategies and planning of marketing

The segmentation of markets. The analysis of competitiveness.
Positioning strategies. The food value chain, the process of creating value for the customer. The formulation of a marketing strategies
Strategic planning: mission, resources, organization, SWOT analysis, competitive strategies and marketing.
The system for decision support and marketing research: the economic, socio-cultural and technological environment.
The market research. Techniques and data analysis
The collection of information. The measurement and prediction of demand. Consumption and consumer behavior. The Buying Process

3. The components of marketing mix

In-depth analysis of the 4 main levers of marketing:
- The product: definition, quality, origin, the specificity of the food product, handling the product, the life cycle, the differentiation of the products, the value of the brand, brand positioning
- Price: determining the price, type of prices and price policies;
- The distribution: the distribution channels, retail and wholesale, relationships with intermediaries, commercial brands
- Promotion: the role of communication, types, develop effective communication, sales promotion, personal selling.

4. Marketing control tools

5. Tutorial application practices

Case studies through group work:
Recording and processing of information for the creation of a marketing plan for the development of a product
Preparing a budget for a marketing plan

Readings/Bibliography

Handnotes and diapo

Peter J.P., Donnelly J.H.Jr., Pratesi C.A. (2013). Marketing, McGraw-Hill Ed.

For further deepened reading:

J.J. Lambin (2013). Marketing strategico ed operativo, McGraw-Hill Ed.

Grandinetti R. Marketing. Mercati, Prodotti e Relazioni. Editore Carocci, 2008

Teaching methods

The lectures will be supplemented by seminars held by professionals and  experts in the field to explore topics of particular interest. It 'also planned project  and presentation by the student, a working group

Assessment methods

The exam takes place only through the final exam which ensure the acquisition of knowledge and skills expected by conducting an oral examination. This is an assessment of the ability to present and interpretation of the matters and the enforcement capabilities of the analysis tools in the relationship between production and marketing.

Teaching tools

PC, Internet

Office hours

See the website of Giulio Malorgio