MARKETING AND POLICIES FOR FOOD SAFETYModule MARKETING
Academic Year 2022/2023 - Teacher: Mario D'AMICOExpected Learning Outcomes
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.
Course Structure
Lectures and exercises (classroom and company), also on line
If teaching is done in mixed or remote mode, specific changes to the program may need to be made
Required Prerequisites
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.