Management Economics and Marketing of Food Products

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 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.