Marketing of agri-food products

A.Y. 2019/2020
Overall hours
Learning objectives
The course aims to provide students with the knowledge of the main marketing tools such as: demand analysis, consumer behavior, competitive strategies, market segmentation, product development, distribution channels, communication , cost and price analysis and brand management. The course also provides students with the methodologies for carrying out market analyzes.
Expected learning outcomes
At the end of the course the students will be able to develop a marketing plan and learn about the main problems that the company has to face in order to remain in the market. Students will also be able to plan market research, formulate a questionnaire on consumer preferences and draw up a sampling plan as well as analyze the data obtained from market research with appropriate methodological tools.
Course syllabus and organization

Single session

Lesson period
First semester
Course syllabus
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.

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
Teaching methods
Frontal lessons and classwork
Teaching Resources
- 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.
Practicals: 32 hours
Lessons: 32 hours
Professor: Baldi Lucia
on appointment
Via Celoria 2, Milan, Italy, 3rd floor (or by Skype/Teams/Zoom)