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Facoltā di Scienze Agrarie e Alimentari Universitā degli Studi di Milano
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Marketing of agri-food products
Code: G600J-
Teacher:  Lucia Baldi
Year: 
Term: 
CFU: 
CFU subdivision: Lectures: 4
Practices in classroom: 2
Basic aims:  Knowledge of the main tools of marketing such as: demand analysis, consumer behavior, competitive strategies, market segmentation, product development, distribution channels, communication, analysis of cost and price and brand management Using the methodologies for conducting market analysis.
Acquired skills:  Develop a marketing plan. Plan market research. Formulate a questionnaire on consumer preferences. Develop a sampling survey. Analyze data obtained from market research with appropriate methodological tools.
Course contents:  The course aims to introduce the marketing management focusing mainly on agriculture and food industry. Particular attention is given to quantitative methods to analyze consumer behaviour. The course is divided into 3 parts: 1) The principles of marketing 2) Quantitative methods for consumer analysis 3) Case Studies
Program:  The course aims to introduce the marketing management focusing mainly on agriculture and food industry. Particular attention is given to quantitative methods to analyze consumer behaviour. The course is divided into 3 parts: 1) The principles of marketing This module is purely introductory and is intended to consolidate the principles of strategic marketing and operational marketing. The main topics include: - The marketing process - Definition of markets and demand analysis - Consumer behavior - Competitive strategies - Market segmentation - Product development - Distribution channels - Communication, advertising, promotions - Analysis of costs and prices - Brand management 2) Quantitative methods for consumer analysis In this part we present the data collection techniques (interviews / questionnaires, databases, etc.), methods of sampling and analysis and evaluation of data using the main statistical methods, such as: - Analysis of variance - Multivariate regression and log-linear regression - Factor analysis / principal component analysis - Discriminant analysis - Cluster analysis - Multidimentional scaling 3) Case Studies The execution of part requires the presence of experts presenting case studies of specific relevance to marketing.
Prerequisites:  knowledge of the basic concepts of economics
Preparatory instructions:  there are no propaedeutic courses to Marketing
Learning materials:  Textbooks: - Marketing – impresa e mercato, di R. Fiocca, ed. McGraw-Hill, 2005. - Statistics for Marketing and Consumer Research, di M. Mazzocchi, ed. SAGE, 2008. Other recommended books: - Marketing Agroalimentare, a cura di G. Antonelli, ed. F. Angeli, 2004. - Marketing, di W. Pride e O. C. Ferrel (edizione italiana a cura di S. Podestā), ed. Egea, 2005.
Other info:  The exam consists of 4 or 5 questions written on wide-ranging topics related to the program.
Only for those who attend lessons it is possible replace the written examination with the preparation of a paper where it is reported a case study developed by the student. Details for the preparation of this work will be provided in class.
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Program of Marketing of agri-food products (pdf version)
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