Marketing of agri-food products

A.Y. 2018/2019
6
Max ECTS
64
Overall hours
SSD
AGR/01
Language
Italian
Learning objectives
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.
Course syllabus and organization

Single session

Responsible
Lesson period
First semester
Course syllabus
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.
Teaching methods
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.
AGR/01 - AGRICULTURAL ECONOMICS AND RURAL APPRAISAL - University credits: 6
Practicals: 32 hours
Lessons: 32 hours
Professor: Baldi Lucia
Professor(s)
Reception:
on appointment
Via Celoria 2, Milan, Italy, 3rd floor (or by Skype/Teams/Zoom)