MARKETING AND POLICIES FOR FOOD SAFETYModule MARKETING
Academic Year 2023/2024 - Teacher: Mario D'AMICOExpected Learning Outcomes
This course provides main tools of applied marketing: 1) Knowledge and understanding: The teaching aims to provide students with basic knowledge of the principles of Marketing, through the study of the market for agri-food products, in relation to the characteristics of the products and distribution, the tools for making operational marketing decisions, and the formulation of a strategic plan (examination of the components of the marketing mix) including discussion of business cases; 2) ability to apply knowledge and understanding: the knowledge acquired will enable students to be able to carry out a marketing survey, use sources and data from official and/or original statistics, and implement a Marketing plan; 3) independent judgment: teaching aims to provide critical skills and judgment through business case studies analyzed in the classroom and/or in the company; 4) communication skills: teaching activities (lectures and exercises) aim to stimulate students in the acquisition of communication skills on what they gradually learn, especially, through interventions stimulated by the teacher; 5) learning skills: teaching aims to provide useful tools for students suitable for understanding and analyzing the teaching materials in order to continue the study independently and provide insights into multidisciplinary links with other teachings of the course of study.
Course Structure
Lectures and exercises (classroom and company).
Information for students with disabilities and/or DSAs: as a guarantee of equal opportunity and in compliance with current laws, interested students can request a personal interview so that any compensatory and/or dispensatory measures can be planned, based on educational objectives and specific needs. It is also possible to contact the CInAP (Center for Active and Participatory Inclusion - Services for Disabilities and/or DSAs) contact teacher of our Department, Prof. Anna De Angelis.
Required Prerequisites
Attendance of Lessons
Detailed Course Content
Evolution of marketing concepts. Relationship and specificity of durable goods and food products. Strategic planning, patterns and trends of consumption. Strategies for business development, strategic marketing and positioning. The marketing mix: product policy, price policy, distribution policy, communication policy. Advertising. The marketing plan and analysis of case studies.
Textbook Information
KOTLER P. (2004 o 2007), Marketing Management, Pearson-Prentice Hall, Milano;
Philip Kotler,Kevin Keller,Fabio Ancarani, Marketing management. Ediz. mylab. Con eText. Con aggiornamento online, Pearson, 2017.
Teaching slide sets
Course Planning
Subjects | Text References | |
---|---|---|
1 | 1. Introduzione al marketing | Testo: (CAP. 1), Slide delle lezioni fornite dal docente |
2 | 2. La pianificazione strategica | Testo: (CAP. 3), Slide delle lezioni fornite dal docente |
3 | 3. Principali caratteri del comportamento d’acquisto dei consumatori | Testo: (CAP. 7), Slide delle lezioni fornite dal docente |
4 | 4. Strategie di vendita e segmentazione del mercato | Testo: (CAP. 10), Slide delle lezioni fornite dal docente |
5 | 5. Il piano di marketing | Testo: (CAP. 5), Slide delle lezioni fornite dal docente |
6 | 6. Il posizionamento | Testo: (CAP. 11), Slide delle lezioni fornite dal docente |
7 | 7. Le politiche di prodotto | Testo: (CAP. 12 e 14), Slide delle lezioni fornite dal docente |
8 | 8. Le politiche di prezzo | Testo: (CAP. 16), Slide delle lezioni fornite dal docente |
9 | 9. Le politiche di distribuzione | Testo: (CAP. 17 e 18), Slide delle lezioni fornite dal docente |
10 | 10. Le politiche di comunicazione | Testo: (CAP. 19), Slide delle lezioni fornite dal docente |
11 | 11. La pubblicità | Testo: (CAP. 20), Slide delle lezioni fornite dal docente |
Learning Assessment
Learning Assessment Procedures
The final examination consists of an oral test. Verification of learning may also be carried out electronically, should the conditions so require.
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 synthesise 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.
Examples of frequently asked questions and / or exercises
The student introduces the peculiarities of marketing;
The student analyses the main features of consumer purchasing behaviour;
The student expounds on business strategies related to pricing policies.