Marketing and agri-food business - Prof. Emilio Chiodo - a.a. 2023/2024
Topic outline
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EMILIO CHIODO is Associate Professor in Agriculture Economics at the Department of Bioscience and Technology for Food Agriculture and Environment of the University of Teramo.
OBJECTIVES OF THE COURSE
Knowledge and understanding
Students will know the marketing principles and their application to agri-food enterprises, in the framework of agri-food chains and markets. They will demonstrate a critical understanding of the approach to the market, both from a company organization point of view and from a self-entrepreneurial one.
Applying knowledge and understanding
Understanding and evaluating agri-food companies marketing and management strategies. Developing sustainable business models for new products / customers, taking into consideration the different aspects of a business approach: value proposition, customer segmentation and relationships, organisational aspects, cost and revenues analysis.
Making judgements
Reading, understanding and elaborating primary and secondary marketing sources of information. Analysing and evaluating marketing strategies. Judging development opportunities for new products / customers.
Communication skills
Students should be able to work in team, elaborate business model for new products or customers, publicly present and discuss the results of their project works.
Learning skills
Analysing and understanding the results of market researches and critically understanding of specialised press / other media information articles. Understanding business opportunities and elaborating business ideas.
COURSE BOOKS
A basic text on marketing is needed for the course. Suggested text:
Marketing- Author: J. Blythe
- Edition: SAGE
RESEARCH MATERIAL
Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers- Author: Osterwalder A., Pigneurr Y.
- Edition: WILEY
Decision Hacks - for First Customer Contact- Author: Salim Virani
- Link ebook: https://decisionhacks.co/
Market research. In a week- Author: Bartkowiak J.
- Edition: Teach Yourself, 2016, London
INTERMEDIATE TESTS
Two written tests (multiple-choice and open questions) and short exercises carried out during the course will contribute to the final evaluation.
A Project work, consisting in the development of a sustainable business model for new products, processes or customers, will be elaborated by the students, publicly presented and discussed with the teacher and the classmates.
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