Food marketing and consumer behavior
A.A. 2023/2024
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.
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
Programma e organizzazione didattica
Edizione unica
Responsabile
Periodo
Primo semestre
Programma
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
- 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
Prerequisiti
No prior knowledge is required
Metodi didattici
Lectures with debate between Lecturer and students
Materiale di riferimento
- 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
East, Malcolm Wright, Marc Vanhuele, SAGE.
- Additional Readings: papers and additional readings will be
provided by the lecturer
Modalità di verifica dell’apprendimento e criteri di valutazione
The exam is an oral test. The exam consists of a number of presentations relating to a research work carried out in a group by the students.
The mark is expressed out of thirty.
The mark is expressed out of thirty.
Docente/i
Ricevimento:
su appuntamento
ufficio