65840 - Farm Organization and Marketing

Learning outcomes

At the end of the course the student will have acquired a reference framework on the most important tools to analyze the company structure and organization, as well as on the crucial aspects of agri-food marketing and management strategies both in terms of operational and strategic vision. The student will be able to assess the importance of technological development in product innovation. In particular, the student will have acquired the knowledge to analyse: - the evolution of consumption habits and relative purchasing behaviour and to elaborate with practical tools the market positioning strategies for agri-food products of animal origin; - the relations between companies and the institutions that make up the agri-food system; - business management with the typical tools for the management and financial analysis of the company

Course contents

Evolution for the demand of agro-food products. Italian food supply system dynamics. Organizational models of agro-food supply chains, concerning in particular animal food products and focussing on the relationship among food firms. Comparisons at international level.

The organizational environment of the agro-food firms. The value chain and the producer's decisions. Firm strategies in relation to food markets and food supply chain organization. The Porter analysis of the competition and the identification of the competitive strategies. Tools for the economic and financial analysis of the firm.

 

Agro-food marketing unit

The role of the marketing in the firm organization and in the identification of firm strategies. General concepts about marketing. Methods of consumer analysis between economics and sociology. Market segmentation and target identification; competitive advantage, product positioning, product life cycle. The marketing mix and the marketing strategy in the competitive environment. Decisions about product, price, place and promotion. Evaluating market strategies through the WSOT analysis.

Real case study analysis 

Readings/Bibliography

Slides and notes

Brue S.L., McConnel C.R., Flynn S.M. Essenziale di economia. McGraw-Hill, 2010

Zucchi, G. Zooeconomia. Economia del sistema delle produzioni animali. Ed. Avenue media, Bologna, 2006

Fahy J., Jobbered D. Fondamenti di marketing. McGraw Hill

Teaching methods

Front courses based on slide projection, participatory teaching methods, case study analysis

Students are regularly required to apply concepts and notions provided during the classes to practical cases and problems, suggested by the Students themselves or by the Teacher.

At least once during the course (mid/final part) a review session is developed, where Students are pushed to recall the arguments treated during the classes, structure them according to logical criteria, identify functional links among concepts and analytical schemes.

In case of remote learning, this activity can be substituted by mid-term test (multi-choice test).

Students with special needs are invited to contact the teacher by e-mail in order to better organize teaching and exams.

Assessment methods

Learning verification takes place through an oral final exam that evaluates the achievement of the didactic objectives and verifies the acquisition of the knowledge foreseen by the course program. The axamination lasts at least 30'. No supports are allowed. Students with particular needs will addrress the Teacher to find adequate solutions. Access to examination is free, through the institutional platform (AlmaEsami) and applications (Teams, Zoom in case of on line examinations).

Evaluation criteria (oral examination)

A deep and complete knowledge of the topics addressed in the course, together with high skills of critical analysis, connection and a sure command of specific terminology will be evaluated with the maximum score (30-30L);

A thorough knowledge of most of the topics addressed in the course, together with good analytical and critical skills and the possession of a sure command of specific terminology will be evaluated with good marks (25-29/30);

A technically adequate preparation even with some lacks, a sufficient analytical capacity though not completely articulated, expressed in a correct language, will produce notes between 20 and 24/30);

A preparation showing some lacks,  a sufficient analytical capacity which require Teacher support, expressed in a barely correct language, will determine lower evaluation (18-19/30).

 

Teaching tools

Slide projection

Conceptual maps and flow charts build up wiht the Students

Office hours

See the website of Maurizio Aragrande

See the website of Fabio Rizzi