The program is designed to provide participants principles and skills of analytic, strategic and operational marketing for the management and development of agrifood firms
Peter J.P., Donnelly J.H., Pratesi C.A., Marketing, McGraw-Hill
Lecture notes supplied by teachers
Learning Objectives
Acquiring skills for value creation within the management of agri-food firms for the strategic development of company capabilities and resources.
In particular, students will acquire:
- analytical skills for understanding business contexts and related economic and strategic aspects;
- managerial and organizational skills with the implementation of operational tools for product definition, pricing, distribution and communication.
Prerequisites
None
Teaching Methods
Lectures, practicals and computer lab
Further information
Lectures and lab attendance is recommended but not compulsory
Type of Assessment
A test will be given at the end of the course to verify the knowledge acquired on the entire program. The test will consist of close, open ended questions and exercises. Students who do not take or fail to pass the test are required to take an oral examination.
Written and oral tests will be aimed at ascertaining acquired knowledge, use of the appropriate language and ability to process and correlate the topics.
Course program
The main topics are the following:
- Marketing concept definition
- market segmentation and profiling
- consumer behaviour: models interpreting external and psychological influences on the decision process, choice process steps and post-purchase behaviour
- marketing research: role, qualitative and quantitative methods
- marketing analysis: immediate (consumer, competition, corporate partners, company) and macro (socio-demographics, culture, technology, economic and political) environment
- marketing strategy: definition of strategic business area, objectives, targeting and positioning
- marketing mix: product and packaging, pricing and break even analysis, promotion tools and strategies, placing and logistics
- business plan: objectives, structure and contents, financial analysis and investment evaluation