Knowledge of the main tools of marketing such as: demand analysis, consumer behavior, competitive strategies, market segmentation, product development, distribution channels, communication, analysis of cost and price and brand management Using the methodologies for conducting market analysis.
Expected learning outcomes
Develop a marketing plan Plan market research Formulate a questionnaire on consumer preferences Develop a sampling survey Analyze data obtained from market research with appropriate methodological tools
Lesson period: First semester
(In case of multiple editions, please check the period, as it may vary)
The course aims to introduce the marketing management focusing mainly on agriculture and food industry. Particular attention is given to quantitative methods to analyze consumer behaviour. The course is divided into 3 parts: 1) The principles of marketing This module is purely introductory and is intended to consolidate the principles of strategic marketing and operational marketing. The main topics include: - The marketing process - Definition of markets and demand analysis - Consumer behavior - Competitive strategies - Market segmentation - Product development - Distribution channels - Communication, advertising, promotions - Analysis of costs and prices - Brand management 2) Quantitative methods for consumer analysis In this part we present the data collection techniques (interviews / questionnaires, databases, etc.), methods of sampling and analysis and evaluation of data using the main statistical methods, such as: - Analysis of variance - Multivariate regression and log-linear regression - Factor analysis / principal component analysis - Discriminant analysis - Cluster analysis - Multidimentional scaling 3) Case Studies The execution of part requires the presence of experts presenting case studies of specific relevance to marketing.
Textbooks: - Marketing ¿ impresa e mercato, di R. Fiocca, ed. McGraw-Hill, 2005. - Statistics for Marketing and Consumer Research, di M. Mazzocchi, ed. SAGE, 2008. Other recommended books: - Marketing Agroalimentare, a cura di G. Antonelli, ed. F. Angeli, 2004. - Marketing, di W. Pride e O. C. Ferrel (edizione italiana a cura di S. Podestà), ed. Egea, 2005.