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).

Information for students with disabilities and/or DSAs: as a guarantee of equal opportunity and in compliance with current laws, interested students can request a personal interview so that any compensatory and/or dispensatory measures can be planned, based on educational objectives and specific needs. It is also possible to contact the CInAP (Center for Active and Participatory Inclusion - Services for Disabilities and/or DSAs) contact teacher of our Department, Prof. Anna De Angelis.

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 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.

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.