Strategic Management of Agricultural Firms, Markets and MarketingModule Agri-Food Markets and Marketing
Academic Year 2023/2024 - Teacher: Giuseppe TIMPANAROExpected Learning Outcomes
The student acquires the basic tools for the knowledge of the market for agricultural and food products in the context of economic systems developed, as well as the skills necessary to analyze development strategies and models of marketing in the competitive market.
At the end of the course the student will be able to develop a business marketing plan, an indispensable tool for access to the financial resources available in the programming of European Funds.
1) knowledge and understanding
Students acquire knowledge and the ability to understand the specificities of the agri-food system, with reference to the complexity of the organisation of the supply system and the expectations of modern consumers. In particular, they will know and understand the complexity of the relationships that are established between the enterprises operating in the supply chains, as well as applying the principles of marketing to the agri-food productions carried out in the enterprises within the reference environment.
2) Ability to apply knowledge and understanding
Students will be able to appropriately and critically apply the knowledge acquired to analyse, understand and apply the principles of marketing to businesses in the agri-food system.
3) autonomy of judgement
Students will be able to connect in integrated and unitary schemes the knowledge of the various elements acquired during the course and to confront the complexity of real problems autonomously and with their own judgement. They will, therefore, be able to judge the most suitable solutions to improve the competitiveness of agri-food products or the opportunities and threats to the competitive positioning of agri-food companies on the market.
4) Communication skills
Students must acquire clear, effective and precise communication skills, thanks to a good command of the vocabulary of the discipline taught during the Course
5) learning skills
Students will have acquired the ability to undertake subsequent study of marketing principles and their application in other sectors and/or to acquire new knowledge, skills and abilities through professional and work experience within organisations operating in the agri-food system.
Course Structure
Lectures, exercises, practical applications
The course is structured in 63 hours of which 21 hours of lectures and 42 hours of exercises. The exercises consist of individual and group work and/or in-depth seminars.
Tools to support teaching
Blackboard, videoprojector, computer, internet access. All lessons are held with the help of presentations in ppt
If teaching is given in a mixed formula or remotely, necessary changes may be introduced to what was previously stated in order to comply with the provided and reported syllabus.
Learning assessment may be done remotely if necessary.
As a guarantee of equal opportunities and in compliance with current laws, interested students can ask for a personal interview in order to plan any compensatory and/or dispensatory measures, based on their specific needs and on teaching objectives of the discipline.
It is also possible to ask the departmental contacts of CInAP (Center for Active and Participatory Integration - Services for Disabilities and/or DSAs), in the persons of professors Giovanna Tropea Garzia and Anna De Angelis.
Detailed Course Content
Agri-food Supply and Demand Analysis. Market Structure and Pricing. Models of Trade. Commercial Policy. Agriculture and Agri-food System in Domestic and International Trade. Characteristics of the Associate-Economic System. The Marketing. General Analysis of the Market. Informative System of Market. Strategic Marketing. Operational Marketing. Politics of the Distribution. Politics of the Price. Politics of Promotion. Politics of the Product. Marketing Plan.
Textbook Information
1. Messori F., Ferretti F. Economia del mercato agro-alimentare, 2010, EDAGRICOLE, Bologna.
2. PAUL PETER J.,- JAMES H. DONNELLY jr: Marketing. McGraw-Hill, Milano.
3. Publications distributed during the course
4. Additional text for ERASMUS's students: Philip Kotler, Kevin Lane Keller. “Marketing Management, Global Edition”. Pearson Education Limited. EAN: 9781292092621.
Course Planning
Subjects | Text References | |
---|---|---|
1 | General overview, course content and study method | Text 1: chap 1 Text 2: chap 1 |
2 | Market at origin and demand for agri-food products | Text 1: ch. 2 + ch. 3 |
3 | Tools for interpreting the Italian agri-food system | Text 1: ch. 2 Teacher's material available on STUDIUM |
4 | Exercise on the structure of Italian agriculture and agri-food industry and its evolutionary features | Teacher's material available on STUDIUM |
5 | Functions and services of markets, distribution stages, forms of trade in agri-food products, traders and functions performed | Text 1: ch. 2 Teacher's material available on STUDIUM |
6 | Exercise on the role, functions and authority of organised distribution in the modern agri-food system, agri-food logistics and forms of integration within the agri-food supply chain | Teacher's material available on STUDIUM |
7 | Marketing Information System | Text 2: ch. 2 |
8 | Market research: objectives, methods and tools | Text 2: ch. 1 |
9 | Consumer purchasing behaviour | Text 2: ch. 3 |
10 | Exercise on the role of marketing in the business context | Teacher's material available on STUDIUM |
11 | Exercise on primary and secondary data sources useful in Marketing, analysis models, design of an S.I.M., sampling methods and on-line market research (e-research) | Teacher's material available on STUDIUM |
12 | Strategic business planning | Text 2: ch. 1 |
13 | Tools for identifying the target market (existing or potential segments) and for gaining and/or maintaining a competitive advantage for the agri-food enterprise. Forward markets | Text 2: ch. 5 |
14 | Operational marketing: strategies and tools | Text 2: ch. 2 Teacher's material available on STUDIUM |
15 | Product policy and life cycle analysis | Text 2: ch. 6 |
16 | Product portfolio management and positioning policy exercise | Text 2: ch. 5 Teacher's material available on STUDIUM |
17 | Exercise on distribution channel selection factors, market coverage and sales development policies | Text 2: ch. 10 Teacher's material available on STUDIUM |
18 | Marketing mix exercise | Text 2: Page 127 Teacher's material available on STUDIUM |
19 | Exercise on pricing and related strategies for the agri-food enterprise | Text 2: ch. 11 Lecturer's material available on STUDIUM |
20 | Business plan exercise, related simulation in the context of agribusiness with regard to the marketing strategy mix | Teacher's material available on STUDIUM |
21 | Exercise on promotional strategies and communication | Teacher's material available on STUDIUM |
22 | Building a Marketing Plan | Text 2: p. 363 Teacher's material available on STUDIUM |
Learning Assessment
Learning Assessment Procedures
The examination will be carried out by means of:
- written in itinere test (S)
- final oral examination with possible presentation of a case study (O)
The learning assessment may also be conducted electronically, should the conditions require it.
The learning assessment is conducted by means of an oral interview. The assessment of the student's preparation will be based on the following criteria: the student's ability to learn and the level of in-depth study of the topics covered, the student's ability to summarise and expound, and the student's reasoning ability.
The grading follows the following scheme:
Unsuitable
Knowledge and understanding of topic: Significant deficiencies. Significant inaccuracies
Ability to analyse and synthesise: Irrelevant. Frequent generalisations. Inability to summarise
Use of references: Completely inappropriate
18-20
Subject knowledge and understanding: At threshold level. Obvious imperfections
Capacity for analysis and synthesis: Barely sufficient capacity
Use of references: Barely appropriate
21-23
Knowledge and understanding of the subject matter: Routine Knowledge Ability to analyse and synthesise: Is able to analyse and synthesise correctly. Argues logically and coherently
Use of references: Uses standard references
24-26
Knowledge and understanding of subject matter: Good knowledge
Analysis and synthesis abilities: Has good analysis and synthesis abilities. Arguments are expressed coherently
Use of references: Uses standard references
27-29
Knowledge and understanding of the subject: Knowledge more than good
Capacity for analysis and synthesis: Has considerable capacity for analysis and synthesis
Use of references: Has deepened the arguments
30-30L
Knowledge and understanding of the subject: Very good knowledge
Capacity for analysis and synthesis: Has considerable capacity for analysis and synthesis.
Use of references: Has significant in-depth knowledge.
Examples of frequently asked questions and / or exercises
1 The candidate illustrates the agri-food system and its articulation into subsystems
2 The candidate illustrates the role of analytical marketing and strategic and operational marketing in the decision-making process of the enterprise
3 The candidate defines the strategic choices in product policy