MARKETING AND POLICIES FOR FOOD SAFETY

Module MARKETING

This course provides main tools of applied marketing: 1) Knowledge and understanding: The teaching aims to provide students with basic knowledge of the principles of Marketing, through the study of the market for agri-food products, in relation to the characteristics of the products and distribution, the tools for making operational marketing decisions, and the formulation of a strategic plan (examination of the components of the marketing mix) including discussion of business cases; 2) ability to apply knowledge and understanding: the knowledge acquired will enable students to be able to carry out a marketing survey, use sources and data from official and/or original statistics, and implement a Marketing plan; 3) independent judgment: teaching aims to provide critical skills and judgment through business case studies analyzed in the classroom and/or in the company; 4) communication skills: teaching activities (lectures and exercises) aim to stimulate students in the acquisition of communication skills on what they gradually learn, especially, through interventions stimulated by the teacher; 5) learning skills: teaching aims to provide useful tools for students suitable for understanding and analyzing the teaching materials in order to continue the study independently and provide insights into multidisciplinary links with other teachings of the course of study.

Contribution of teaching to the objectives of the 2030 Agenda for Sustainable Development:

Goal No. 9 (Business, Innovation and Infrastructure) and 12 (Responsible Consumption and Production):

•    Target 9.3: Increase access by small-scale manufacturers and other enterprises, particularly in developing countries, to financial services, including affordable credit, and their integration into value chains and markets

•    Target 9.5: Strengthen scientific research, promote technological capabilities of industries in all countries, in particular developing countries, including by encouraging innovation and substantially increasing the number of research and development workers per million people and public and private research and development spending by 2030

• Target 12.2: By 2030, achieve sustainable management and efficient use of natural resources

•    Target 12.3: By 2030, halve per capita global food waste at the retail and consumer levels and reduce food losses along production and supply chains, including post-harvest losses

Methods:

•    lectures

•    exercises

•    study visits

Lectures and exercises (classroom and company).

If the course is delivered in blended or remote mode, appropriate adjustments may be made to the above, in order to ensure consistency with the syllabus.

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;

Philip Kotler,Kevin Keller,Fabio Ancarani, Marketing management. Ediz. mylab. Con eText. Con aggiornamento online,  Pearson, 2017.

Teaching slide sets

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 final grade is expressed on a scale of thirty, according to the following criteria:

• Unsuitable

Knowledge and understanding of the topic: significant shortcomings and inaccuracies

Ability to analyze and synthesize: irrelevant with frequent generalizations

Use of references: completely inappropriate

• 18–20

Knowledge and understanding of the topic: very modest with evident imperfections

Analysis and synthesis skills: barely adequate

Use of references: just appropriate

• 21–23

Knowledge and understanding of the topic: knowledge is slightly above the minimum acceptable level

Ability to analyze and synthesize: a fair ability to analyze and synthesize information, presenting arguments in a logical and coherent manner

Using references: use standard references

• 24–26

Knowledge and understanding of the topic: good knowledge

Analysis and synthesis skills: good analytical and synthesis abilities, arguments are presented consistently

Using references: use of standard references

• 27–29

Knowledge and understanding of the topic: knowledge more than good

Ability to analyze and synthesize: considerable abilities of analysis and synthesis

Use of references: the topic has been explored in depth

• 30–30 cum laude

Knowledge and understanding of the topic: excellent knowledge

Ability to analyze and synthesize: excellent abilities of analysis and synthesis

Use of references: important insights

Learning assessment may also be carried out on-line, should the conditions require it. To ensure equal opportunities and in compliance with current laws, students may request a personal interview in order to plan any compensatory and/or dispensatory measures based on educational objectives and specific needs. Students can also contact the CInAP (Centro per l’integrazione Attiva e Partecipata — Servizi per le Disabilità e/o DSA) through the referring professor within the department, (https://www.cinap.unict.it/content/referenti).

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.