Learning objectives
The objective of the course is to provide notions of marketing and economic and managerial evaluation of projects in support of the technical skills provided by the other classes to encourage the students to acquaint themselves with the size of the market and the complexities related to economic evaluation.
Prerequisites
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Course unit content
In the first part of the course (15h, 1.5 CFU), the students will address the issue of demand analysis, identifying potential targets, the relative expectations/needs/preferences, the possible impacts on the design of food products and the processes of production, management and use. Through lectures and a specific exercise, the students will analyse the consumer's point of view as a crucial moment of preliminary assessment of the product's functional characteristics and for a correct setting of pricing strategies.
In the second part of the course (15h, 1,5 CFU), students will address the fundamentals of economic evaluation of the product as an essential and valuable component for the definition of the project concept, also starting from the needs and willingness to pay by the potential segments of consumers investigated during the first part of the teaching. Through lectures and a specific exercise, a cost analysis will be set up, aimed at determining a possible price of the developed product, consistent with an approach based on ensuring the economic and financial sustainability of the project.
Full programme
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Bibliography
- Kotler P., Keller K.L., Ancarani F., Costabile M., (2014), ‘Marketing Management’, Pearson.
- Bugané G. (2006) Ufficio marketing & comunicazione. Principi, attività e casi di marketing strategico e operativo, Hoepli, Milano.
- Aloi F. (2005) Costi e prezzi. La contabilità dei costi e la formazione dei prezzi in ambiente competitivo, Franco Angeli, Milano.
Additional material will be made available online (notes and bibliography)
Teaching methods
In a part of the course, students will be accompanied to mature their knowledge through theoretical lessons.
In the remaining part of the course, the students will participate in a design exercise that intends to solicit, in practice, the skills to apply the acquired knowledge.
Assessment methods and criteria
For the teaching of IMPACT AND EVALUATION, the exam consists of :
- one-hour written test, with open and closed responses (maximum score 10/30);
- two disciplinary exercises, carried out by submitting the assignments during the semester and at the end of the course (maximum score: 20/30).
The exam includes also an oral interview lasting 30 minutes, combined with the modules SCENARIO DESIGN and NEW MATERIALS FOR THE FOOD SYSTEM. It will take place in person inside the classroom. During the interview, students will present the project carried out during the semester in a coordinated way between the three courses, using different project representations as agreed during the year according to the project theme. The discussion will be held in a group, but each student will be asked to give an account of the design choices made and the results obtained in terms of content, function and form.
The interview includes discussing explanatory and critical topics of the project and in-depth questions related to scientific and technological knowledge related to materials and to economic evaluation aspects. To pass the exam a correct use of terminology and a clear and concise exposition are required, to illustrate the logical links between the different aspects considered for the project.
Other information
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