Learning objectives
<br />Food product marketing covers a wide, complex and rapidly evolving sector. The course provides notions of the agri-food and system and market, with reference to specific characteristics of products and distribution affecting approach to marketing. <br />Theory will be enriched with case studies.<br />
Prerequisites
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The Agri-food economics course is a requirement.
Course unit content
<br />1. Relationships in the agri-food system <br /> <br />2. Demand for food products <br />2.1 Evolution of food consumption <br />2.2 Evolution of food purchasing behaviour <br />2.3 Food quality: institutions, agriculture, industry, distribution and the consumer <br /> <br />3. Food product characteristics: a classification <br />3.1 Mass consumed products <br />3.2 Area products<br />3.3 Quality products<br /> <br />4. Strategic marketing and product policy <br />4.1 Communicating food quality<br />4.2 Types of certification <br />4.3 Branding policy<br /> <br />5. Case study
Full programme
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Bibliography
<br />- Selected texts on agri-food products, 2005-2006, Photocopy office Economics Faculty, University of Parma<br />- Further reading will be shown on the Professor¿s webpage<br /> <br />Recommended reading:<br /> <br />- Antonelli G. (2004), Marketing agri-food, Franco Angeli, Milano<br />- Pilati L. (2004), Marketing agri-food, Editrice UNI Service, Trento<br />- Baourakis G. (2004), Marketing trends for organic food in the 21st century, World scientific<br />- Grunert K.G. (1996), Market orientation in food and agriculture, Kluwer Academic Publishers
Teaching methods
<br /> Students may be asked to write short papers for seminars during the course. Written and oral exam.
Assessment methods and criteria
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Other information
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