Indice degli argomenti

  • Marketing and agri-food business - Prof. Andrea Fantini - a.a. 2017/2018

    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-eight 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.



    • Knowledge and understanding: Student will analyse scientific texts and recent cases reported in literature, and will be involved in team work and guided projects to gain valuable professional knowledge for Marketing Research, particularly related to the following objectives:

      ·      demonstrate a critical understanding of the enterprise approach to the market;

      ·      demonstrate a working knowledge of Market Research Methods.

    • Applying knowledge and understanding: 

      Students will be spurred to apply Marketing  and Management to the agri-food sector, being focused on the main requirements for business and professional success, as well as on research planning. In detail, they should be able to:

      ·      critically discuss the effects of product or service innovation, considering both the market and technological aspects.;

      ·      give practical examples and some indications of the benefits of multivariate modelling, with a particular emphasis on the definition of the marketing strategies.

    • Making judgements: Students should be able to:

      ·      demonstrate an understanding of the principles of Marketing  and Management applied to the agri-food sector, the type of information required (primary and secondary) and its use;

      ·      evaluate Market Research Projects;

      ·      judge development opportunities for the enterprises about market approach and orientation.

    • Communication: 

      Students should be able to 

      demoNstrate a working knowledge of important skills, such as definition of the market research objectives, time planning and management, report on market research results.

    • Learning skills: 

      The students learn to organize a market research, possibly for a real enterprise. 

      At the end of the course  the students experiment a team-work activity with the aim to carry out a market research about the agrifood sector; the focus can be a single enterprise or a food –chain

    • Prerequisite: Statistics, Food Processing and Engineering
    • Preparatory: None

    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.




    • 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




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

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

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

    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 7