82243 - Global Agri-Food Marketing

Course Unit Page


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

Decent work and economic growth Responsible consumption and production

Academic Year 2021/2022

Learning outcomes

The course aims to provide students with a comprehensive understanding of the main economic and strategic issues concerning the global food markets. The class examines concepts and research tools to investigate food consumption patterns and trends, food industry strategies, distribution and trade of agri-food products. At the end of the integrated course the student is able to: - identify and assess the global food markets patterns and trends; - define and implement key concepts associated with buyer behavior, new product development, product management, pricing and distribution as applied to both agricultural and food products; - gather and use information needed to carry out marketing research on agri-food products; - evaluate the viability of a given commodity, food product or food service unit in the market.

Course contents

Course outline, materials and evaluation

Introduction to Global Food Marketing
The scope and Challenge of International Marketing
The dynamich Environment of international Trade

The Cultural Environment of Global Markets
Hystory and Geography as Foundations of Culture
Cultural Dynamics in Assessing Global Markets
Culture, Management Style and Business Systems
The Political Environment: a Critical Concern
The International Legal Environment: Playing by the Rules

Assessing Global Market Opportunities
Developing a Global Vision through Marketing Research
>> problem definition and development of research objectives
data collection
- sources of secondary data
- collecting primary data (observation, focus groups, surveys, social media and big data)

>> developing a marketing information system
Economic Development and the Americas
Europe, Africa and the Middle East
The Asia Pacific Region

Developing Global Marketing Strategies
Global Marketing Management
Products and Services for Consumers
Products and Services for Businesses
International Marketing Channels
Integrated Marketing Communications and International Advertising
Pricing for International Markets


  • International marketing,
    Cateora, Gilly, Graham, Money
    McGraw-Hill Education International Edition - 17th ed.
  • Global Marketing,
    Gillespie and Hennessey
    Routledge - 4th ed.
  • The New Age of Food Marketing (online resources)

Further articles or cases will be distributed online or in class, or found online.

Teaching methods

Front lectures, seminars, team-work and assignments

Assessment methods

Case study presentation and discussion 10/30

Project work 10/30

Final oral exam 10/30


Overall evaluation:

• <18 not sufficient
• 18-23 sufficient
• 24-27 good
• 28-30 excellent
• 30L (cum laude) excellent with praise

Teaching tools

Computer, projector, internet connection, dashboard.

Office hours

See the website of Luca Camanzi