82274 - Food Quality Management Laboratory

Learning outcomes

The course examines both economic and strategic issues related to food safety and food quality in global food markets. The main topics dealt with are the following: - main theoretical concepts in the analysis of food safety and food quality: consumer and producer perspectives; - role of public and private standards in agri-food markets; - strategic interactions among economic actors and policy makers. At the end of the integrated course the student is able to: - understand the role of information and strategic commitment in agri-food markets; - identify the main factors affecting consumer perception of food safety risk and food product quality; - evaluate alternative industry strategies and implement appropriate actions to sustain or enhance product quality and reputation.

Course contents

1. Food safety and food quality - conceptual background (5 hours)
Quality as a central feature in modern food marketing
a) quality definition;
b) quality communication;
c) quality protection

2. The provision of food safety and quality (5hours) through:

a) through public policy (safety standards, traceability, labelling, mandatory certifications, etc.)

b) private strategies (industrial brands, collective brands, appellations of origin, voluntary certifications, etc.)

3. Marketing implications of food safety and quality issues (5 hours)

- case histories in different agri-food sectors and Countries

Readings/Bibliography

• 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

50% Case study presentation and discussion

50% Final oral exam

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 David Leishman