Agri-food Marketing
A.Y. 2020/2021
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
Lesson period: First semester (In case of multiple editions, please check the period, as it may vary)
Assessment methods: Esame
Assessment result: voto verbalizzato in trentesimi
Course syllabus and organization
Single session
Responsible
Lesson period
First semester
This course, as it was conceived from the beginning, will not undergo substantial changes during this Covid-emergency phase. The program will remain the same, both for those who attend and for those who do not attend, as well as teaching materials and textbooks.
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.
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
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 and statistics
Teaching methods
The lessons will be mainly synchronous on the Teams platform. Half theory lessons and half tutorial lessons are scheduled. Occasionally, face-to-face lessons are provided to take stock of the situation.
Teaching Resources
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.
- 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
The exam will be oral. Only for attending students, it is possible to replace the traditional exam with the preparation of a short essay where a case study created by the student is reported. Details for the drafting of this work will be provided in class.
AGR/01 - AGRICULTURAL ECONOMICS AND RURAL APPRAISAL - University credits: 6
Practicals: 32 hours
Lessons: 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)