96677 - Horticultural System Management and Economics

Learning outcomes

The course is aimed at providing the essential knowledge on the institutions, functions and mechanisms of interaction occurring in agricultural and food markets, as well as on marketing management practice and on performance measurement in agri-food businesses. The objectives are to allow the student to be able to demonstrate: - an understanding of accounting; - proficiency in the analysis/interpretation of financial statements - capability in the analysis of financial performance of firms; - ability in the evaluation of capital investment projects. The student learns the fundamentals for the analysis of the main features of agri-food markets (operators, relationships, functions, chains/networks, and institutions) and gets knowledge on methods useful to elaborating the marketing management’s strategies in agri-food companies.

Course contents

The course is organised in three modules.

1. Business management, performance and decision taking - This module addresses the nature and purpose of a business, what a business seeks to achieve, how it is managed, the role of accounting for taking decisions and measuring performance. This module addresses the use of financial and non-financial performance measures. In particular, definition of performance, performance concept according to the various environments, performance and marketing, performance among the different operations, costs and break-even point, pricing and elasticity, target price and pricing strategies, intra- and inter-organizational management issues along the food chain from a corporate, trade and institutional perspective.
2. Marketing management - This module explains the main concept of food marketing, including strategic planning, strategic marketing, operational marketing, pricing, distribution, communication, product.
3. Budgeting and balance sheet - This module addresses the planning and budgeting practices, examines how management accounting serves the needs of short- and long-term decision making, with a special focus on capital budgeting and investment appraisal.

Readings/Bibliography

"Economics of Strategy" (International student version) by Besanko D., Dranove D., Shanley M., Schaefer, 6th Edition. Sections: Economics Primer (until pag. 23), Chapt. 3, 6, 8

"Preface to Marketing Management” by Peter Donnelly 14th edition, Mc Graw Hill, published in 2015. Chapters 1, 5, 6, 11

Teaching methods

The course is in English. During the lecture the teacher will provide case studies. Students will be asked to carry out a presentation as i) output of peers' research group activities on topics to be agreed with the Professor; or ii) debate with and against a group with colleagues on horticultural science and economics in cooperation with a professional expert in debating and public speaking.

Assessment methods

The course is conducted in English. Assessment is based on both individual and group performance and includes the following components:

1. Final Written Examination – 90% of the final grade
   The final written exam is held in person in the computer lab (aula informatica). It lasts 60 minutes and is conducted in English.
   The exam consists of a combination of open-ended questions, which require detailed written responses to demonstrate understanding and the ability to articulate concepts, and closed-ended questions, such as multiple choice or true/false, which assess knowledge of specific facts and concepts.
   The written exam evaluates the overall understanding of the course content, the capacity to apply key concepts critically, and the ability to reason in a structured and coherent manner.

2. Student Presentations – 10% of the final grade
   During the course, students are required to deliver a presentation in one of the following formats:

   • A peer group research presentation on a topic agreed upon with the instructor

   • A structured debate, taking a position either for or against, on topics related to horticultural science and economics. These debates are prepared in collaboration with a professional expert in public speaking and debating.

   Presentations are evaluated based on:

   • Mastery of the subject matter

   • Clarity of delivery and quality of presented materials

   • Critical thinking and teamwork skills

   • Communication and argumentation abilities

   All in-class presentations will also be peer-reviewed by fellow students to promote active engagement and constructive feedback.

The final grade is calculated as follows:

• 90% from the written test

• 10% from the student presentation

The overall assessment takes into account the knowledge and skills developed, the ability to communicate effectively in English, and the capacity to critically analyze and connect the various topics covered throughout the course.

Teaching tools

Articles, seminars, external experts/speakers, discussion, presentation by students

Office hours

See the website of Antonella Samoggia