The program is designed to provide participants foundations and skills of analytic and operational marketing, useful in the management and development of the firms in the agro food sector
Peter J.P., Donnelly J.H., Pratesi C.A. –Marketing – McGraw-Hill
Learning Objectives
market oriented management of firms adopting a business plan.
Teaching Methods
Frequency of lectures, practice and lab, non compulsory but recommended
Teaching tools
Video projector, PC, overhead projector, informatic lab; wes site:http://www.gesaaf.unifi.it/menghini/MKTG/Home.html
Further information
Total hours of the course (including the time spent in attending lectures, seminars, private study, examinations, etc...): 125
Hours reserved to private study and other indivual formative activities: 75
Contact hours for: Lectures (hours): 26-30
Contact hours for: Laboratory (hours): 12
Seminars (hours): 0-4
Stages: 0
Intermediate examinations: 4
Type of Assessment
Written examination and discussion
Course program
The main topics are related to
-buyer-seller interactions in the food market;
-quality segments;
-customer satisfaction;
-consumer choice process
-components of the marketing mix
-analytic marketing (ext.-int. analysis)
-strategic marketing
-operative marketing
-product development.
-business plan.