82164 - Marketing and Management of Agro-Food Products

Course Unit Page


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

The course aims at providing students the tools useful for managing the food market. The main marketing research strategies will be applied to this market and a marketing mix program will be implemented. By the end of the course students will be able to analyze the challenging aspects of this market, to develop a strategic analysis of the market, and to allocate resources among marketing mix variables.

Course contents

First part. The characteristics of the agricultural food chain The course will begin with the analysis of the peculiarities of agro food products and markets, with respect to marketing and management. Secondly, the development of the connection between agriculture/industry/retailing will be examined, with a specific focus on the definition of wholesale and retail structures both at national and international levels, taking into consideration the new regulatory approaches. Finally, the evolution of consumption habits and buying behavior towards agro food products will be analyzed.
Second part. The principles of marketing for agro food products The second part will start with the marketing theory, with a particular focus on the marketing management process that leads to the marketing strategy, the definition of the marketing mix and the need of control and planning. The analysis will then go into the possible segmentation criteria of agro food markets, the related products positioning and the product life cycle management, taking into particular consideration the possibilities offered nowadays by the information technology to reinforce and develop the relationship with the customers.
Third part. The principles of management for agro food products Beginning with the different processes of strategic planning, marketing tactics and management control of agro food products, the analysis will then go into the most significant and widespread applications in the agro food products operations management, with a particular emphasis on the connection between agriculture, industry and retailing. The examination will encompass category management, customer category management, business transactions, partnership account management and horizontal and vertical integration.
Fourth part. Marketing and management of agro food products applicationsGrounded on the analysis of real cases of marketing strategy and management of agro food products linked to the related theoretical models, this last part of the course will try to clarify a fallacy that depicts the agricultural sector and part of the agro food one as unable to evolve following a marketing oriented approach. This belief is based on the current market situation, characterized by cultural and entrepreneurial backwardness and limited economic resources.


Lecture notes dispensed by the Professor that can be consulted @ www.robertodellacasa.it website

Teaching methods

The course is divided into two teaching units: the first, theoretical, consists of lectures. The second involves case histories by managers of the sector with the aim of providing a practical confirmation of the topics discussed during the lectures.

Assessment methods

Final exams: 30 minutes written exam with 30 multiple choice questions.

Vote graduation:
• <18 not sufficient
• 18-23 sufficient
• 24-27 good
• 28-30 optimal
• 30 with honors excellent

Teaching tools

Projector, PC and white-board.

Office hours

See the website of Roberto Della Casa