Strategic Management of Agricultural Firms, Markets and MarketingModule MERCATI E MARKETING AGROALIMENTARE
Academic Year 2026/2027 - Teacher: VERA TERESA FOTIExpected Learning Outcomes
The student will acquire the essential tools to understand the market for agri-food products in advanced economic systems and to analyse development strategies and marketing models in competitive markets. By the end of the course, the student will be able to apply the main marketing tools to the agri-food sector and to develop a business marketing plan.
1) Knowledge and understanding
Students will acquire a sound knowledge of the specific features of the agri-food system, with particular reference to its distinctive characteristics, the complexity of supply organisation, and the evolution of consumer demand and expectations. They will also acquire knowledge of the relationships among firms along the supply chains and of the principles and tools of marketing applied to the agri-food sector.
2) Applying knowledge and understanding
Students will be able to critically apply the knowledge acquired to analyse and evaluate the marketing strategies of agri-food businesses. 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 agri-food markets by proposing innovative and sustainable solutions.
3) Making judgements
By the end of the course, students will be able to independently assess the challenges and opportunities faced by agri-food businesses in competitive markets. They will develop critical judgement 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. Their command of specialised terminology in agri-food marketing will enable them to communicate professionally and competently in different contexts.
5) Learning skills
By the end of the course, students will have acquired the ability to continue developing their knowledge and skills in the field of agri-food marketing independently. They will be able to deepen and update the knowledge acquired, including through future professional and work experiences within organisations operating in the agri-food system.
Course Structure
Required Prerequisites
Attendance of Lessons
Detailed Course Content
Organisation and functioning of agricultural and agri-food markets; evolution of demand and consumer behaviour; marketing information system and market research; market and competitive environment analysis. Strategic marketing: segmentation, target market selection and positioning; marketing planning and strategy. Operational marketing and marketing mix: product, price, distribution, communication and promotion policies. Structure, contents and development of the marketing plan.
Textbook Information
Peter J.P., Donnelly J.H. Jr., Pratesi C.A., Marketing, 8ª edizione, McGraw Hill, ISBN 978-88-386-5794-8.
| Author | Title | Publisher | Year | ISBN |
|---|---|---|---|---|
| Peter J.P., Donnelly J.H. Jr., Pratesi C.A | Marketing | McGraw Hill, | 2024 | ISBN 978-88-386-5794-8. |
Course Planning
| Subjects | Text References | |
|---|---|---|
| 1 | General framework, course content and study method | Teacher's material available on STUDIUM |
| 2 | Interpretative tools of the Italian agrifood system | Teacher's material available on STUDIUM |
| 3 | Evolution of the demand for agri-food products and consumer behaviour: consumption trends, purchasing process and factors influencing consumer choices | Text 1: chap 2Teacher's material available on STUDIUM |
| 4 | Functions and services of agri-food markets: stages of distribution, forms of trade, market operators and their functions. | Teacher's material available on STUDIUM |
| 5 | Marketing information system and market research: objectives, methods and tools. | Text 1: ch. 5Teacher's material available on STUDIUM |
| 6 | Market and competitive environment analysis: market characteristics, competition and main competitors | Text 1: ch. 4.Teacher's material available on STUDIUM |
| 7 | Strategic marketing: market segmentation, target market selection and positioning | Text 1: ch. 3Teacher's material available on STUDIUM |
| 8 | Marketing planning and strategy: analysis, definition of objectives and formulation of strategies | Text 1: ch. 7Teacher's material available on STUDIUM |
| 9 | Operational marketing and marketing mix: characteristics, tools and main elements | Teacher's material available on STUDIUM |
| 10 | Product policy: product characteristics and product life cycle | Text 1: ch. 8.Teacher's material available on STUDIUM |
| 11 | Pricing policy and related strategies | Text 1: ch. 10.Teacher's material available on STUDIUM |
| 12 | Distribution policy: channel selection, market coverage and distribution strategies | Text 1: cap. 11Teacher's material available on STUDIUM |
| 13 | Communication and promotion policies | Text 1: ch. 12. Teacher's material available on STUDIUM |
| 14 | Development of the Marketing Plan: structure, contents and plan development | Text 1: ch. 14. Teacher's material available on STUDIUM |
Learning Assessment
Learning Assessment Procedures
The assessment of learning includes an oral in-course assessment and a final oral examination with the presentation and discussion of a marketing plan. The in-course assessment consists of an oral interview on the topics covered up to the time of the assessment and is aimed at assessing the student’s level of preparation. It does not result in a grade out of thirty but in an assessment that will be taken into account in the overall evaluation of the module. The final oral examination is aimed at assessing knowledge and understanding of the topics covered, the ability to analyse, synthesise and make connections between different topics, the ability to apply the knowledge acquired, as well as the appropriate use of subject-specific terminology. The presentation and discussion of the marketing plan is aimed at assessing the student’s ability to apply, in an integrated manner, the knowledge, tools and methodologies acquired during the course. The overall evaluation of the module will take into account the assessment obtained in the in-course assessment, the level of preparation demonstrated in the final oral examination, and the presentation and discussion of the marketing plan. Since Agri-food Markets and Marketing is a module of the integrated course Business Management, Markets and Marketing, the evaluation of the module contributes to the final grade of the integrated course, in accordance with the unified assessment procedures agreed upon by the Examination Committee and established by the Degree Programme Regulations. 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.
The assessment may also be carried out online, should circumstances so require. In order to ensure equal opportunities and in compliance with current legislation, students concerned may request an individual meeting to arrange any compensatory and/or dispensatory measures, based on the learning objectives and their specific needs. Students may also contact the Department’s CinAP representative (Centre for Active and Participatory Integration — Services for Disabilities and/or Specific Learning Disorders – SLD): CinAP – Department Representatives