Food marketing and consumer behavior

A.Y. 2021/2022
6
Max ECTS
48
Overall hours
SSD
AGR/01
Language
English
Learning objectives
The course aims at exploring the ways in which consumers behave when they buy food products and the main economic problems
raised by marketing and consumer policy.
Expected learning outcomes
Students shoud develop competences on the main mechanisms of consumer decisio-making process and of the strategic instruments to market food products.
Course syllabus and organization

Single session

Responsible
Lesson period
First semester
More specific information on the delivery modes of training activities for the academic year 2021/22 will be provided over the coming months, based on the evolution of the public health situation
Course syllabus
FIRST PART: MARKETING AND CONSUMER
- The marketing management
- Market research
- Marketing strategy
SECOND PART: THE PROCESS OF DECISION-MAKING
- Factors affecting consumer behaviour
- The process of decision-making. The TPB model
THIRD PART: CHALLENGES OF CONSUMER BEHAVIOUR AND
MARKETING IN THE FOOD SECTOR
- product strategies and consumer behaviour
- price strategies and consumer behaviour
- distribution strategies and consumer behaviour
Prerequisites for admission
No prior knowledge is required
Teaching methods
Lectures with debate between Lecturer and students
Teaching Resources
- Consumer Behaviour: Applications in Marketing , di Robert
East, Malcolm Wright, Marc Vanhuele, SAGE.
- Additional Readings: papers and additional readings will be
provided by the lecturer
Assessment methods and Criteria
The exam consists of a written test and an oral test. The written test consists of questions related to the teaching program in order to evaluate the knowledge and understanding of the topics covered. The oral exam consists of a presentation relating to a research work carried out in a group by the students.
The exam is passed if the written and oral tests are passed. The mark is expressed out of thirty and will be communicated immediately at the end of the oral exam.
AGR/01 - AGRICULTURAL ECONOMICS AND RURAL APPRAISAL - University credits: 6
Lessons: 48 hours
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