MARKETING OF AGRI-FOOD PRODUCTS
Learning outcomes of the course unit
The aim of the course is to provide with information and knowledge of the agri-food system and market and some marketing approaches in relation to the main characteristics of the agri-food products and their distribution.
Preparatory courses are “Economia agroalimentare ” (STA) and “Economia del sistema agroalimentare” (SG).
Course contents summary
Food product marketing covers a wide, complex and rapidly evolving sector. The course provides students with information and knowledge of the agri-food system and market, on specific products’ attributes and distribution affecting marketing approaches. The course will deal with both theoretical issues and practical case studies.
1. The agri-food system: system relationships
2. Agri-food products demand
2.1 Evolution of agri-food products consumption
2.2 Evolution of agri-food purchasing behaviors
2.3 The role of food quality: Institutions, agriculture, industry, retailing and consumer
3. Characteristics of agri-food products: a classification
3.1 Grocery products
3.2 Place-based products
3.3 Quality certified products
4.Strategic marketing and product strategies
4.1 Communicating food quality
4.2 Types of certification
4.3 Branding strategies
Selected readings, edition 2011/2012. Further readings will be uploaded on the teacher’s webpage
Lectures, written and oral exercises
Assessment methods and criteria
Written and/or oral examination