- Docente: Maurizio Canavari
- Crediti formativi: 3
- SSD: AGR/01
- Lingua di insegnamento: Inglese
- Modalità didattica: Convenzionale - Lezioni in presenza
- Campus: Bologna
- Corso: Laurea Magistrale in International horticultural science / ortofrutticoltura internazionale (cod. 8765)
Conoscenze e abilità da conseguire
Lo studente apprende le basi per l'analisi delle caratteristiche principali dei mercati agroalimentari (operatori, relazioni, funzioni, catene / reti e istituzioni) e la conoscenza sui metodi utili per elaborare le strategie del marketing management in aziende agroalimentari
Contenuti
Introduction to agri-food marketing
The global context of agro-food marketing, D I
Padberg (From Padberg, Ritson, and Albisu, 1997)
Food marketing and agricultural marketing: the scope of the
subject of agro-food marketing, C Ritson (From Padberg,
Ritson, and Albisu, 1997)
Marketing of Agricultural Products (Chapters From Kohls and
Uhl, 2001)
I. THE FRAMEWORK OF THE MARKETING PROBLEM. - 1.
Introduction to Food Marketing. 2. Analyzing Agricultural and Food
Markets 3. Agricultural Production and Marketing.
II. FOOD MARKETS AND INSTITUTIONS. 4. Food Consumption and
Marketing. 5. Food Processing and Manufacturing. 6. Food
Wholesaling and Retailing. 7. The International Food Market.
III. PRICES AND MARKETING COSTS. 8. Price Analysis and the
Exchange Function. 9. Competition in Food Markets. 10. Farm and
Food Prices. 11. Food Marketing Costs.
IV. FUNCTIONAL AND ORGANIZATIONAL ISSUES. 12. The Changing
Organization of Food Markets. 13. Cooperatives in the Food
Industry. 14. Market Development and Demand Expansion. 15. Market
and Bargaining Power.16. Market Information. 17. Standardization
and Grading. 18. Transportation. 19. Storage.
V. THE GOVERNMENT AND FOOD MARKETING. 22. Food Marketing
Regulations.
VI. COMMODITY MARKETING. 29. Fruit and Vegetable Marketing.
Marketing management (Chapters from Blythe, 2008).
The marketing environment
Consumer and buyer behaviour
Segmentation, targeting and positioning
Market research
Products, branding and packaging, Pricing, Distribution,
Communications
Marketing planning, implementation and control
Testi/Bibliografia
- Marketing of Agricultural Products, 9/E Richard L. Kohls, Joseph N. Uhl, Prentice Hall, 2002. ISBN: 9780130105844
- Essentials of Marketing 4th ed., Jim Blythe, Prentice Hall, 2008. ISBN: 9780273717362.
- Looking east looking west: organic and quality food marketing in Asia and Europe, edited by: Rainer Haas, Maurizio Canavari, Bill Slee, Chen Tong and Bundit Anurugsa, Wageningen Academic Publishers, 2010, ISBN: 978-90-8686-095-1
Metodi didattici
Lezioni in classe e project work
Modalità di verifica e valutazione dell'apprendimento
Esame orale, possibilità di integrare la verifica con la preparazione di un breve elaborato scritto.
Strumenti a supporto della didattica
Materiale didattico (lucidi e articoli di supporto) reso
disponibile on-line.
Social network per la condivisione dei materiali e per commentarli
Orario di ricevimento
Consulta il sito web di Maurizio Canavari