This course is to designed to provide the student with a conceptual framework and a set of analytical tools to develop an approach to marketing which considers the specificity of the agro food system, mainly in terms of the predominance of Small and Medium Sized Enterprises, and network organization. In a such a perspective, the course is structured in two parts. The first is aimed at offering the students some basic methodological instruments for the analysis of the economic organization of the agribusiness system, the analysis of market structures and institutions, the study of consumer behaviour concerning food products and the role of public intervention in agricultural and food systems. Within the course, emphasis is devoted to problems related to quality issues, certification and the marketing of Origin-Labeled Products. The second part of the course is designed mainly to provide the student with the instruments to apply marketing principles to different situations, to the agrofood sector. Finally, the relationship between agrofood marketing and territorial marketing will be examined.

1. Marketing management, agricultural marketing and agrofood marketing. The scope of the subject of agrofood marketing
2. Food supply organization
3. Approaches to the analysis of agrofood supply organization
5. Public intervention in agriculture and the agrofood system at the EU level
6. The EU Consumer Policy
7. Quality issues and certification
8. Product differentiation
9. Tools for the analysis of consumer behaviour
10. The application of marketing principles to different types of agrofood sectors
11. Typical products (e.g. Protected Denominations of Origin and Protected Geographic Indications) and marketing
12. Presentation and discussion of Case studies

Modalità didattiche

The course will consist in lectures and class discussions. Students will be required to present a case study on a subject to be agreed upon with the instructor.

Testi di studio

G. Antonelli (Editor), Marketing agroalimentare. Specifictà a temi di analisi, FrancoAngeli, 2006 (from page 11 to page 162 and from page 215 to 230)
Papers prepared by the instructor (“dispensa”) which can be collected at the Istituto di Scienze Economiche.
Readings in English available upon request

Modalità di
accertamento

Oral examination either in Italian or English. Papers and presentations of case studies may either in Italian or in English.

Disabilità e DSA

Le studentesse e gli studenti che hanno registrato la certificazione di disabilità o la certificazione di DSA presso l'Ufficio Inclusione e diritto allo studio, possono chiedere di utilizzare le mappe concettuali (per parole chiave) durante la prova di esame.

A tal fine, è necessario inviare le mappe, due settimane prima dell’appello di esame, alla o al docente del corso, che ne verificherà la coerenza con le indicazioni delle linee guida di ateneo e potrà chiederne la modifica.