65840 - Farm Organization and Marketing

Course contents

 SPECIFIC PREREQUISITES FOR THIS COURSE: To better understand the topics covered in this course, students are advised to have already acquired knowledge in the following areas: basic mathematics, basic microeconomics (demand theory, firm theory, market models and price formation)

1) Firm organization

1.1) The firm as complex unit (institution, organization, techno-economic unit) of the agro-food system. Market orientation. (3h)

1.2) Agro-food demand development, with particular focus on animal products. Development of the Italian agro-food system. Organizational patterns of the agro-food supply chains, with special focus on animal farms and supply chain relationships. (6h)

1.3) Elements of firm organization. Coordination and planning criteria of the firm organization. Industrial organizational models (H. Mintzberg). Innovation in organization: open innovation, teal organization, smart working. The competitive advantage and the value chain. Firm external relationships: the business model (M. Porter). (6h)

1.4) Strategic planning: vision, mission, objectives. Strategy models and levels. Internal and external factors analysis. PESTEL analysis. Enlarged competition (M. Porter). SWOT analysis for strategy evaluation. (h)

1.5) Basics of business management analysis. Farm balance sheet. Partial budgeting. Accounting and indexing (basics). (3h)

2) Marketing

2.1) The role of marketing in the firm organization and firm strategy. Basics of marketing and disciplinary evolution (3h)

2.2) Commercialization and marketing of agro-food products. (3h)

2.3) Consumer behaviour analysis based on marketing approach. Quantitative and qualitative methods. The marketing strategy.

2.4) The strategic business units based according to Abell diagram. Criteria for market segmentation, identification of market targets. Competitive advantage and product positioning. Product life cycle. (6h)

2.5) The marketing mix. Decision about Product, Price, Place and Promotion. Distribution channels and commercial organization of agro-food products. Relevant issues in agro-food marketing. Product quality. Agro-food products in territorial marketing. (6h)

Practical activities

At the end of the courses practical applications will be developed (individually or in small groups, potentially including field activities) in one of the following area: (a) desing hypotetical organization for firm development; (b) marketing strategy analysis of animal food products. Practical activities will end in short .pdf presentation (10-15 slides indicatively) and will be evaluated during the final examination. Small group exercise will be accepted at the considtion that individual contributio is clearly identiied and valuable. 

3.1) Proposal of individual adn group exercises and feasibility judgment (4 h)

3.2) Exercise structuring: identification of study object and aims; data collection strategy, sources identification. (4 h)

3.3) Structured draft of the presentation (4 h)

 

Readings/Bibliography

Slides and notes .The teaching materials for this course are available on the Virtuale Learning Environment (https://virtuale.unibo.it/?lang=en ).

Other teaching supports for specific subjects:

Brue S.L., McConnel C.R., Flynn S.M. Essenziale di economia. McGraw-Hill, 2010 (introductory and preliminary concepts to economics)

Zucchi, G. Zooeconomia. Economia del sistema delle produzioni animali. Ed. Avenue media, Bologna, 2006 (microeconomics, food system and animal supply chain economics)

Peter JP, Donnelly JH, Pratesi CA. Marketing. McGraw-Hill, 2015 (strategic plannins, marketing mix)

Foglio A. Il marketing agroalimentare. Mercato e strategie di commercializzazione. Franco Angeli, 2007 (commercialization and marketing of agro-food products)

Teaching methods

Teaching includes theoretical lessons and individual/group exercises

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

During the courses, practial acrtivities will be held under teacher guidance, taking into account of students interests under condition that they are consistent with teaching objectives (see practical activities in MArketing or Firm organization)

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.

Following the teaching methods, Students are warmly recommended to attend the courses, in presence or from remote, according to general guidelines

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

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

a) 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).

The exam is considered passed only if all parts are successfully completed.

b) Exercise

Exercises will be presented at the final examination. The rank may vary from 1 to 5 point, to be added to the oral examination evaluation. Complete, well strctured presentations, featuring careful source exploitation and original considerations and synthesis will end in an evaluation of 4-5 points; strucured presentation, using standard sources and providing data synthesis and final consideration will get 2-3 points; mere data collection, lacking personal consideration and synthesis will get 1 point.

Negative results are not graded numerically but recorded as “withdrawn” or “failed” in the electronic transcript on AlmaEsami, and do not affect the student’s academic record.

Grades for individual parts and the final grade will be published on the Virtuale Learning Environment (https://virtuale.unibo.it/?lang=en ) by the designated course contact within 5 working days of the exam.

Students may reject the final grade 1 time, by informing the course examiner via email within 5 working days.

Students can register for exams through the AlmaEsami platform (http://almaesami.unibo.it/ ). Exams are scheduled during the designated periods in the academic calendar. Additional sessions are available for students beyond the standard program duration.

Students with learning disorders and/or temporary or permanent disabilities: please, contact the office responsible (https://site.unibo.it/studenti-con-disabilita-e-dsa/en/for-students ) as soon as possible so that they can propose acceptable adjustments. The request for adaptation must be submitted in advance (15 days before the exam date) to the lecturer, who will assess the appropriateness of the adjustments, taking into account the teaching objectives.

Teaching tools

Slide projection

Conceptual maps and flow charts build up wiht the Students

Case study. Field expert interventions concerning specific issues of animal farms and food-industry organization (e.g. farm organization in relation to animal welfare and biosecurity; agro-food marketing)

Practical activities under teacher guidance

In case of difficulty understanding the course content, the instructor is available for clarification meetings, which must be scheduled via email.

Student reception

Students can see the Teacher by appointment at the Department of Agricultural and Food Sciences (50 G. Fanin, Bologna) on Monday 11.00-13.00; and the Department of Veterinary Medical Sciences (54 Tolara di Sopra, Ozzano Emilia). Contact: e.mail: maurizio.aragrande@unibo.it [mailto:maurizio.aragrande@unibo.it] . Phone: +.39.338.9320836.

In case of institutionally acknowledged emergency, the Teacher can be contatcted via Teams, on demand.

Office hours

See the website of Maurizio Aragrande