MARKETING AND POLICIES FOR FOOD SAFETYAcademic Year 2016/2017 - 2° Year - Curriculum SICUREZZA E VALORIZZAZIONE DEI PRODOTTI ALIMENTARI
Scientific field: AGR/01 - Agricultural economics and rural appraisal
Taught classes: 80 hours
Term / Semester: 1°
This course provides main tools of applied marketing: The agro-food market in relation to the characteristics of products and supply. It also provides main tools for decision making of marketing and for the development of a strategic plan (components of marketing mix), and study cases.
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.
KOTLER P. (2004 o 2007), Marketing Management, Pearson-Prentice Hall, Milano.
Teaching slide sets