Strategic Management of Agricultural Firms, Markets and MarketingModule Agri-Food Markets and Marketing
Academic Year 2025/2026 - Teacher: VERA TERESA FOTIExpected Learning Outcomes
The student will acquire essential tools to understand the agri-food market within advanced economic systems and to analyze development strategies and marketing models in competitive markets. By the end of the module, the student will be able to develop a business marketing plan, crucial for accessing financial resources provided by European funding programs.
1) Knowledge and understanding
Students will gain a strong understanding of the specific characteristics of the agri-food system, focusing on its unique features, the complexity of supply organization, and modern consumer expectations. They will understand the relational dynamics between companies within supply chains and be able to apply marketing principles to agri-food production in its specific context.
2) Applying knowledge and understanding
Students will critically apply the knowledge they have acquired to analyze and assess marketing strategies in agri-food companies. They will be able to develop comprehensive marketing plans, using market analysis tools, consumer research, and competitive positioning strategies. The skills acquired will enable students to address real-world challenges in the agri-food market, proposing innovative and sustainable solutions.
3) Independent judgment
By the end of the course, students will be able to independently evaluate the challenges and opportunities faced by agri-food companies in a competitive market. They will develop critical judgment skills to identify the most effective marketing strategies and make decisions based on an integrated analysis of market data and business dynamics.
4) Communication skills
Students will develop effective communication skills, enabling them to express themselves clearly and accurately. Mastery of the specialized terminology of agri-food marketing will allow them to communicate professionally and competently in a variety of contexts.
5) Learning skills
Upon completion of the course, students will have developed the ability to continue advancing their knowledge and skills in the field of agri-food marketing. They will be capable of enriching their expertise through professional and work experiences within organizations 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 professor Anna De Angelis.
Required Prerequisites
Attendance of Lessons
Detailed Course Content
Teaching prepares students to develop marketing strategies that support sustainable and resilient agricultural practices.
Goal N: 12
· Target 12.3:
The course teaches how appropriate marketing campaigns can educate consumers to avoid waste and encourage responsible purchasing, including promoting the use of short supply chain products.
· Target 12.6:
Modalities:
· lectures
· seminares
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 framework, course content and study method | Text 1: chap 1 Text 2: chap 1 |
| 2 | Interpretative tools of the Italian agrifood system | Text 1: ch. 2 Teacher's material available on STUDIUM |
| 3 | Trend in the demand for agrifood products | Text 1: chap 1, chap 3 Teacher's material available on STUDIUM |
| 4 | 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 |
| 5 | Marketing information system | Text 2: ch. 2 |
| 6 | Market research: objectives, methods and tools | Text 2: ch. 1 |
| 7 | Consumer purchasing behaviour | Text 2: ch. 3 |
| 8 | Strategic business planning | Text 2: ch. 1 |
| 9 | Tools for identifying the target market (existing or potential segments) and for acquiring and/or maintaining a competitive advantage for the agri-food enterprise. | Text 2: ch. 5 |
| 10 | Operational marketing: strategies and tools | Text 2: ch. 2. Teacher's material available on STUDIUM |
| 11 | Text 2: pag. 127. Teacher's material available on STUDIUM | |
| 12 | Product policy and life cycle analysis | Text 2: cap. 6 |
| 13 | Product portfolio management and positioning policy | Text 2: ch. 5. Teacher's material available on STUDIUM |
| 14 | Factors for choosing distribution channels, market coverage and sales development policies | Text 2: ch.10 Teacher's material available on STUDIUM |
| 15 | Pricing policy and related strategies for the agrifood enterprise | Text 2: ch. 11. Teacher's material available on STUDIUM |
| 16 | Promotion policies and communication strategies | Teacher's material available on STUDIUM |
| 17 | Building a Marketing Plan | Text 2: pag. 363. Teacher's material available on STUDIUM |
Learning Assessment
Learning Assessment Procedures
The assessment will be conducted through a written/oral mid-term examination and a final oral exam including the presentation of a case study.
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 strategic choices in product, price distribution and promotion policy.