18452 - Marketing of Food Products

Course Unit Page

  • Teacher Giulio Malorgio

  • Credits 6

  • SSD AGR/01

  • Teaching Mode Traditional lectures

  • Language Italian

  • Campus of Cesena

  • Degree Programme Second cycle degree programme (LM) in Food Science and Technology (cod. 8531)

  • Teaching resources on Virtuale


This teaching activity contributes to the achievement of the Sustainable Development Goals of the UN 2030 Agenda.

Good health and well-being Responsible consumption and production

Academic Year 2021/2022

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.

Strategic marketing

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.


Operational marketing

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.


Handnotes and diapo

Fahy J. - Jobber D. Fondamenti di marketing. 2019 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

Teaching consists of frontal lessons (32 hours) and practical lessons (8 hours). The front lessons serve to introduce and explain from the theoretical point of view and in depth the themes of strategic marketing and operational marketing. Practical lessons are made up of:
- Tutorials on some cases of in-depth study and, possibly, the classroom intervention of experts and / or industry professionals.
- Preparation and presentation by the students of an elaborate paper dealing with the development and implementation of a marketing plan. This is a project work where students are divided into groups and each group is entrusted with a specific topic to be developed.

Assessment methods

The exam takes place electronically, until the COVID-19 emergency is exhausted. In order to take the exam it is necessary to have a computer (it is not possible to use tablets, smartphones or other mobile devices) with audio, microphone, webcam and the TEAMS software already installed.

The verification of the learning takes place through the only final exam that ensures the acquisition of the knowledge and skills expected through the conduct of an oral exam. This involves evaluating the ability to display and interpret the topics covered and the ability to apply analytical tools to existing relationships between production, consumer and marketing.

Students can book for oral exams using the methods provided by the online Alma Exam System.

If possible, depending on the number and motivation of the students, the outcome of group work can be considered in the final evaluation of the course.

If the student carries out a project work, the result can constitute a bonus of up to 3 points on the final mark.

Teaching tools

PC, Internet

Office hours

See the website of Giulio Malorgio