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 marketing management focusing mainly on the agriculture and food industry. Particular attention is given to quantitative methods to analyze consumer behavior. 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 Descriptive statistics - Correlation - Analysis of variance - Multivariate regression 3) Case Studies The execution of part requires the presence of experts presenting case studies of specific relevance to marketing.
SYLLABUS FOR NON-ATTENDING STUDENTS: Textbook: - Politiche di Marketing e valori di impresa, di R. Fiocca e R. Sebastiani, ed. McGraw-Hill, 2015. Chapters to be studied: - Chapter 1 - Chapter 2 - Chapter 3 - Chapter 4 - Chapter 5 - Chapter 6 - Chapter 7 - Chapter 8 - Chapter 9 - Chapter 10 - Chapter 11 - Chapter 13 - Chapter 14 - Chapter 15
Prerequisites for admission
knowledge of the basic concepts of economics
Frontal lessons and classwork
Textbook: - Politiche di Marketing e valori di impresa, di R. Fiocca e R. Sebastiani, ed. McGraw-Hill, 2015. Other recommended books for further information: - Statistics for Marketing and Consumer Research, di M. Mazzocchi, ed. SAGE, 2008 - 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.
Assessment methods and Criteria
During the Coronavirus emergency the exam will be oral, on the Teams platform. As soon as the emergency ends, the exams will be written with 4 or 5 wide-ranging questions on the topics of the program.