MARKETING AND POLICIES FOR FOOD SAFETY

Learning Objectives

• Marketing

  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.

• POLICIES AND RULES FOR FOOD SAFETY
  The aim of the course is to develop knowledge about enterprise organization and production processes to differentiate productions, aiming at enhancing quality foods in international scenario. In addition, the course aims to illustrate the main binding and voluntary standards in the agri-food system.

  In addition, the course aims to develop skills on the main instruments for the financing of agri-business.

Detailed Course Content

• Marketing

  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.

• POLICIES AND RULES FOR FOOD SAFETY
  The course develops knowledge on quality and food safety in light of the evolutions that have affected the agro-food system and consumer behavior in developed and developing countries. Particular attention is paid to the conceptual evolution of food safety and quality at the various intervention levels (consensual, regulated and voluntary) adopted at Community and national level, in addition to the role played by the bodies responsible for the protection of food safety.
  
  In addition, the course offers knowledge on public intervention in favor of the agri-food system, with particular reference to the financing instruments for companies that aim to offer differentiated products.

Textbook Information

• Marketing

  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

• POLICIES AND RULES FOR FOOD SAFETY

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