MARKETING OF AGRI-FOOD PRODUCTS
Learning outcomes of the course unit
Food product marketing covers a wide, complex and rapidly evolving sector. The course provides notions of the agri-food and system and market, with reference to specific characteristics of products and distribution affecting approach to marketing.
Theory will be enriched with case studies.
The Agri-food economics course is a requirement.
Course contents summary
1. Relationships in the agri-food system
2. Demand for food products
2.1 Evolution of food consumption
2.2 Evolution of food purchasing behaviour
2.3 Food quality: institutions, agriculture, industry, distribution and the consumer
3. Food product characteristics: a classification
3.1 Mass consumed products
3.2 Area products
3.3 Quality products
4. Strategic marketing and product policy
4.1 Communicating food quality
4.2 Types of certification
4.3 Branding policy
5. Case study
- Selected texts on agri-food products, 2005-2006, Photocopy office Economics Faculty, University of Parma
- Further reading will be shown on the Professor’s webpage
- Antonelli G. (2004), Marketing agri-food, Franco Angeli, Milano
- Pilati L. (2004), Marketing agri-food, Editrice UNI Service, Trento
- Baourakis G. (2004), Marketing trends for organic food in the 21st century, World scientific
- Grunert K.G. (1996), Market orientation in food and agriculture, Kluwer Academic Publishers
Students may be asked to write short papers for seminars during the course. Written and oral exam.