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  • Marketing and agri-food business - Prof. Andrea Fantini - a.a. 2016/2017

    Associated Professor, from 2002 to date, in Agricultural Economics, Faculty of Agriculture, University of Teramo.
    Between 1980 and 1981 he obtained an AIESEC 3-month internship grant at the Planning Department of Santa Catarina State – Brazil, where he carried out researches in agricultural statistics and agricultural planning.
    From 1982 to 1988, at the University of Ancona, he participated in the IPRA"Improving Agricultural Resources Produtcivity” project of CNR (Italian Research Council) concerning econometric analysis of a regional model of livestock sector.
    From 1990 to 1995 he was a researcher in Agricultural Economics, Faculty of Agriculture, University of Bari.
    From 1995 to 2002 he was a researcher in Political Economics, Faculty of Political Science, University of Teramo.
    He is the coordinator of the Laboratory of Economics and Agri-food Marketing at Faculty of Biosciences and Food and Environmental Technologies - University of Teramo. He is collaborating with LACAF (Laboratory of Agri-food Marketing for Agricultural Family) –UFSC (Universidade Federal of Santa Catarina – Florianopolis – Brazil).
    Over the last twenty-seven years he has been developing the following areas of scientific research:1) Theoretical, methodological, and applied aspects of the Farm management;
2) Theoretical, methodological aspects referred to the territorial planning in rural areas; 3) Agro-food marketing; 4) Ecotourism and Sustainable development in natural parks.
     

    INFO ABOUT THE COURSE


    OBJECTIVES OF THE COURSE

    • Knowledge and understanding: To receive knowledge and understanding about the management process in a agro-food enterprise, in relation to technical, economical and financial aspects.
    • Applying knowledge and understanding: To learn how applying knowledge and understanding so that to demonstrate a professional approach to their job, in particular in defining management and planning support models for the enterprises of the agro-food sector.
    • Making judgements: To be able to collect and analyze financial and economical data about the agro-food enterprise management, in particular those useful to define independent judgments, included remarks on social, scientific and ethical related aspects.
    • Communication: To be able to join group-work and communicate information, ideas, problems and solutions, in particular in relation to the management and planning activities.
    • Learning skills: To develop skills in using economical models to support agro-food management enterprise and to evaluate the aspects related to risk.


    PREREQUISITE AND PREPARATORY
    • Prerequisite: Statistics, Food Processing and Engineering
    • Preparatory: None

    DUBLIN DESCRIPTORS FOR UNIT


    UNIT 1: Section 1: Introduction (Targeted learning outcomes, content, literature) Section 2: The agro-food marketing. Agricultural origin of marketing. Food Consumption and Marketing. Food Processing and Manufacturing. Food Wholesaling and Retailing. The International Food Market Section 3: The market environment. Market demand and supply dynamics. SWOT analysis. Section 4: Consumer centrality. Consumer behavior. The decision-making process. Factors that influence purchases. Product perception. Post purchase evaluation.



    UNIT 2: Section 5: Marketing strategy. Marketing mix. Winning and losing strategies. Mission and vision statements. Section 6: Segmentation and targeting and positioning. Characteristics that make a segment viable. Section 7: Marketing policies. Managing products, pricing, advertising and distribution. 

    Section 8: Product Life Cycle. Introduction (Skimming or penetration price). Growth. Maturity. Decline (harvesting, deletion).



    UNIT 3: Section 9: Typical and local products marketing. Definition and meaning of typicity. The components of typicity. Territorial identity. Section 10: New marketing strategies: quality management and consumer loyalty; relationship marketing. Building trust. Helping customers reach their objectives Section 11: Market research: objectives and methods; questionnaire design; research analysis; descriptive and multivariate statistics (Factor Analysis, Cluster Analysis, Logistic Regression) Section 12: Report writing and presentation Section 13: Case-studies analysis.


    • Knowledge and understanding: To receive knowledge and understanding about the management process in a agro-food enterprise, in relation to technical, economical and financial aspects.
    • Applying knowledge and understanding: To learn how applying knowledge and understanding so that to demonstrate a professional approach to their job, in particular in defining management and planning support models for the enterprises of the agro-food sector.
    • Making judgements: To be able to collect and analyze financial and economical data about the agro-food enterprise management, in particular those useful to define independent judgments, included remarks on social, scientific and ethical related aspects.
    • Communication: To be able to join group-work and communicate information, ideas, problems and solutions, in particular in relation to the management and planning activities.
    • Learning skills: To develop skills in using economical models to support agro-food management enterprise and to evaluate the aspects related to risk.

    WEEKLY LESSONS

    • Tuesday hour 11.30 - 13.30 - classroom 11
    • Wednesday hour 10.30 - 13.30 - classroom 11

    COURSE BOOKS

    Marketing

    • Author: J. Blythe
    • Edition: SAGE, 2006, London


    Marketing Research
    • Author: J.Bartkoviak
    • Edition: Teach Yourself, 2016, London


    Marketing Research
    • Author: D. A. Aeker, V. Kumar, G. S. day, R. P. Leone
    • Edition: Wiley, 2011, Asia


    RESEARCH MATERIAL

    INTERMEDIATE TESTS


    INTERMEDIATE TEST 1

    • Reference unit: 1
    • Date: at the end of reference unit
    • Type of test: multiple choice test


    INTERMEDIATE TEST 2
    • Reference unit: 2
    • Date: at the end of reference unit
    • Type of test: multiple choice test


    INTERMEDIATE TEST 3
    • Reference unit: 3
    • Date: at the end of reference unit
    • Type of test: multiple choice test


    EVALUATION
    The final exam involves the evaluation of the results achieved in the market research and the knowledge in all the Units of the Official Programme. Evaluation and grading Percentage (%) Market Research Project 60 Final Exam 40

  • Intermediate test

    • Argomento 9

      • Argomento 10