Economics and marketing of animal products

A.Y. 2020/2021
6
Max ECTS
64
Overall hours
SSD
AGR/01
Language
Italian
Learning objectives
The course aims to provide the students with the knowledge to understand the theoretical and economic problems for the analysis of the market of food products of animal origin, from the point of view of the supply chain and the market. The module of Economics of zootechnical productions focuses on the presentation of the main productive sectors of animal productions, providing the student with the information necessary to frame the specificities of the different sectors. The Marketing module provides in-depth knowledge and skills in the innovative field of marketing and economic and commercial management in the agricultural and livestock sector.
Expected learning outcomes
The student will be able to understand and examine the structure, organization and political-economic dynamics that characterize the different production chains of animal origin. Furthermore, he will be able to use marketing strategies, policies and techniques with an analytical, critical and operational capacity to make the presence of the agri-food business more effective in a constantly evolving market, conditioned by the increasingly specific needs of the end consumer.
Course syllabus and organization

Single session

Lesson period
Second semester
The program and reference material will not be changed.
Most of the lessons and exercise will be held on the Microsoft Teams
platform and can be followed either synchronously based on the schedule
or asynchronously as recorded.
On the Ariel platform of the course will be made available to students
the didactic material: video recordings of the lessons and synchronous
exercises on Teams and related PowerPoint slides; possible PowerPoint
slides
with audio in case of asynchronous lessons or in-depth analysis.
The exam will be in oral form on the Microsoft Teams platform.
Course syllabus
The program is divided according to the modules of possible different teachers as described below:
Learning Unit: "Economia delle produzioni zootecniche"
Frontal lessons
● Analysis of the economic system of animal production: general considerations
● Subsystem of demand: the variables that influence consumption
● Supply subsystem: economic and developmental condition of the livestocks
● The agri-food system: references
● Food consumption
● The link between the agricultural enterprise and the market
● The role of agriculture in the economic system
● Italian agriculture and animal production
● The main sectors of animal production

Exercises
● Description of the main livestock supply chains: beef, pork, poultry, milk and dairy products and fish.
● Assignment of a "minor" supply chain of animal origin: the activity will take place in groups of 4/5 students who will have to use the notions learned during the course to try to develop an analysis of the supply chain to be presented and discussed during the course through a frontal presentation.

Learning Unit: "Marketing"
Frontal lessons
● The nature and economic purpose of the company
● The organizational structure and classification of companies
● The budget analysis and the budget index system
● Marketing and business strategy
● Strategic corporate governance
● Strategy as a model for researching business success
● Strategic analysis of the external environment
● Building competitive advantage
● Operational marketing

Exercises
The exercises are carried out during the course and involve the development of a marketing strategy relating to an innovative product of the "minor" supply chain of animal origin analyzed in the Learning Unit "Economia delle produzioni zootecniche". The activity will take place in groups of 4/5 students who will have to use the notions learned during the course to try to develop an analysis to be presented and discussed during the course through a frontal presentation.
Prerequisites for admission
We recommend the attendance and passing of the exam of the "Economia e politica agroalimentare" course of the first year.
Teaching methods
Attendance is strongly recommended.
Teaching modality: frontal didactic and exercises
Teaching Resources
Learning Unit: "Economia delle produzioni zootecniche"
Zucchi G. (2001), Zooeconomia. Economia del sistema delle produzioni animali, Avenue Media
Learning Unit: "Marketing"
● Favotto F., Bozzolan S., Parbonetti A. (2012), Economia Aziendale. Modelli, misure, casi, McGraw-Hill
● Alberto Pirani & Arnaldo Casnaghi, Basic marketing (dispensa)
● Peter P., Pratesi C.A. (2017), Marketing, 6/ed con connect. McGraw-Hill Education
Supplementary teaching material distributed by the teacher during the lessons
Assessment methods and Criteria
The exam is written for both modules in a 45-minute session. The exam is made up of open questions and multiple choice questions. The maximum score for the correct answer is indicated for each question.
Unità didattica: Economia delle produzioni zootecniche
AGR/01 - AGRICULTURAL ECONOMICS AND RURAL APPRAISAL - University credits: 3
Practicals: 16 hours
Lessons: 16 hours
Unità didattica: Marketing
AGR/01 - AGRICULTURAL ECONOMICS AND RURAL APPRAISAL - University credits: 3
Practicals: 16 hours
Lessons: 16 hours
Professor: Demartini Eugenio