Learning objectives
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
Prerequisites
The Agri-food economics course is a requirement. <br />
Course unit content
1. Relationships in the agri-food system <br />
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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 />
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3. Food product characteristics: a classification <br />
3.1 Mass consumed products <br />
3.2 Area products <br />
3.3 Quality products <br />
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4. Strategic marketing and product policy <br />
4.1 Communicating food quality <br />
4.2 Types of certification <br />
4.3 Branding policy <br />
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5. Case study <br />
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Full programme
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Bibliography
- Selected texts on agri-food products, 2008, Photocopy office Economics Faculty, University of Parma <br />
- Further reading will be shown on the Professor’s webpage <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 <br />
Teaching methods
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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