Management Economics and Marketing of Food Products
A.Y. 2023/2024
Learning objectives
The course aims to provide students with the basic principles and methodologies for the economic management of agro-livestock companies through the knowledge of the relationship between the company system and the reference environment. It is intended to provide the tools to analyse the elements of organisation, decision-making processes, business strategy and investment choices and the economic characteristics of the main supply chains that make up the livestock system.
The marketing part of the course aims to transfer to the students the key concepts related to the construction of the relationship of the livestock enterprise with its market. In particular, the aim is to reflect on the methods of market analysis and strategic marketing in a hyper-competitive context of the food world like the present one.
The main operational marketing decisions of the enterprise will then be addressed, with particular reference to the distribution, price, consumption and communication of animal products.
The marketing part of the course aims to transfer to the students the key concepts related to the construction of the relationship of the livestock enterprise with its market. In particular, the aim is to reflect on the methods of market analysis and strategic marketing in a hyper-competitive context of the food world like the present one.
The main operational marketing decisions of the enterprise will then be addressed, with particular reference to the distribution, price, consumption and communication of animal products.
Expected learning outcomes
The student will have acquired a framework of reference on the most important tools for analysing the structure and organisation of companies, as well as the peculiarities of the livestock production system broken down into its main sectors. In particular, the student will have acquired the knowledge to analyse: the relationships between enterprises and institutions that make up the agri-food system; business management with the typical tools for management and financial analysis of a business; the evolution of consumption habits and related purchasing behaviour; market positioning strategies for animal products; the importance of technological development in product innovation.
Lesson period: Second semester
Assessment methods: Esame
Assessment result: voto verbalizzato in trentesimi
Single course
This course can be attended as a single course.
Course syllabus and organization
Single session
Responsible
Lesson period
Second semester
Course syllabus
1. BUSINESS MANAGEMENT
Lectures (10 hours)
- How a company works (2 hours)
- Economic entity and governance models in enterprises (2 hours)
- Business management and strategy (2 hours)
- Elements of business organisation (2 hours)
- Methods and mechanisms of corporate governance (2 hours)
Practical Training (12 hours)
- Economic measurement mechanisms (2 hours)
- Balance Sheet Model: Income Statement and Balance Sheet (4 hours)
- Balance sheet analysis for the economic and financial evaluation of the company (4 hours)
- Balance sheet ratios (2 hours)
2. LIVESTOCK PRODUCTION MARKET
Lectures (12 hours)
- The Italian agri-food system (2 hours)
- Italian agriculture and livestock production (2 hours)
- Analysis of the economic system of animal production (2 hours)
- Demand Subsystem: the Variables Affecting Consumption (2 hours)
- Supply Subsystem: Economic and Developmental Conditions of Livestock Production (2 hours)
- Consumption and consumer characteristics of animal products (2 hours)
Practical Training
(10 hours)
- Description of the characteristics of the main livestock supply chains (6 hours)
- Assignment of a "minor" animal supply chain: the activity will take place in groups of 4/5 students who will have to use the notions learnt during the course to try to develop an analysis of the supply chain to be used in the formulation of the marketing plan. (4 hours)
3. MARKETING
Lectures (10 hours)
- Strategic planning (4 hours)
- Marketing strategies (3 hours)
- Levers of the marketing mix (3 hours)
Practical Training (10 hours)
Formulation of a marketing plan for an innovative product from the assigned "minor" animal chain. 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 by means of a powerpoint presentation. (10 hours)
Lectures (10 hours)
- How a company works (2 hours)
- Economic entity and governance models in enterprises (2 hours)
- Business management and strategy (2 hours)
- Elements of business organisation (2 hours)
- Methods and mechanisms of corporate governance (2 hours)
Practical Training (12 hours)
- Economic measurement mechanisms (2 hours)
- Balance Sheet Model: Income Statement and Balance Sheet (4 hours)
- Balance sheet analysis for the economic and financial evaluation of the company (4 hours)
- Balance sheet ratios (2 hours)
2. LIVESTOCK PRODUCTION MARKET
Lectures (12 hours)
- The Italian agri-food system (2 hours)
- Italian agriculture and livestock production (2 hours)
- Analysis of the economic system of animal production (2 hours)
- Demand Subsystem: the Variables Affecting Consumption (2 hours)
- Supply Subsystem: Economic and Developmental Conditions of Livestock Production (2 hours)
- Consumption and consumer characteristics of animal products (2 hours)
Practical Training
(10 hours)
- Description of the characteristics of the main livestock supply chains (6 hours)
- Assignment of a "minor" animal supply chain: the activity will take place in groups of 4/5 students who will have to use the notions learnt during the course to try to develop an analysis of the supply chain to be used in the formulation of the marketing plan. (4 hours)
3. MARKETING
Lectures (10 hours)
- Strategic planning (4 hours)
- Marketing strategies (3 hours)
- Levers of the marketing mix (3 hours)
Practical Training (10 hours)
Formulation of a marketing plan for an innovative product from the assigned "minor" animal chain. 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 by means of a powerpoint presentation. (10 hours)
Prerequisites for admission
We recommend the attendance and passing of the exam of the "Zooeconomia" course of the first year.
Teaching methods
Attendance is strongly recommended.
Teaching modality: frontal didactic and exercises
Teaching modality: frontal didactic and exercises
Teaching Resources
Fiorillo V., Lo Zoppo M. (2022), Agribusiness. Management dell'azienda agricola, EGEA
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
Slide published on Ariel platform
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
Slide published on Ariel platform
Assessment methods and Criteria
The exam consists of two parts: a powerpoint presentation of a group work defined during classroom exercises and a written test consisting of open-ended and multiple-choice questions in a 30-minute session.
AGR/01 - AGRICULTURAL ECONOMICS AND RURAL APPRAISAL - University credits: 6
Practicals: 32 hours
Lessons: 32 hours
Lessons: 32 hours
Professor:
Gaviglio Anna Antonia Maria
Educational website(s)
Professor(s)