Food marketing and consumer behavior
A.A. 2018/2019
Obiettivi formativi
"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."
raised by marketing and consumer policy."
Risultati apprendimento attesi
Students shoud develop competences on the main mechanisms of consumer decisio-making process and of the strategic instruments to market food products.
Periodo: Primo semestre
Modalità di valutazione: Esame
Giudizio di valutazione: voto verbalizzato in trentesimi
Corso singolo
Questo insegnamento non può essere seguito come corso singolo. Puoi trovare gli insegnamenti disponibili consultando il catalogo corsi singoli.
Programma e organizzazione didattica
Edizione unica
Responsabile
Periodo
Primo semestre
Programma
Introduction to the course- The dimension of marketing- What is consumer behaviour- The links between marketing and consumer behaviour The main concepts of marketing- The marketing management- The marketing management of European food SMEs- The marketing mix in the food Sector Concepts of consumer behaviour- Predicting and explaining behaviour- Information processing and decision-making The cognitive models: the Theory of Planned Behaviour (TPB)- TPB and food choices Market response- Consumer response to price and sales promotions- The retail context- The response to advertising- Consumer response to product labelled information- Food product innovation and consumer behaviour- Sustainability and consumer behaviour
Informazioni sul programma
Info non disponibile
Propedeuticità
Info non disponibile
Prerequisiti
Info non disponibile
Materiale di riferimento
Consumer Behaviour: Applications in Marketing, di Robert East, Malcolm Wright, Marc Vanhuele, SAGE. Additional Readings: papers and additional readings are provided by the lecturer
Docente/i
Ricevimento:
su appuntamento
ufficio