- Docente: David Leishman
- Crediti formativi: 3
- SSD: AGR/01
- Lingua di insegnamento: Italiano
- Modalità didattica: Convenzionale - Lezioni in presenza
- Campus: Forli
- Corso: Laurea Magistrale in Economia e management (cod. 9203)
Conoscenze e abilità da conseguire
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.
Contenuti
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
Testi/Bibliografia
- 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.
Metodi didattici
Front lectures, seminars, team-work and assignments
Modalità di verifica e valutazione dell'apprendimento
50% Case study presentation and discussion
50% Final oral exam
Strumenti a supporto della didattica
Computer, projector, internet connection, dashboard
Orario di ricevimento
Consulta il sito web di David Leishman