The course aims to provide students with:

• the concepts and theoretical basis for understanding the organization and functioning of the agrifood system and its political and regulatory reference scenario;
• an in-depth knowledge of sustainable agri-food production and consumption models, with particular attention to their implications in terms of protection of natural resources (water, soil, air), climate change mitigation capacity, maintenance of biodiversity and landscape, reduction of waste, protection of health and well-being, fairness and equity;
• the theoretical framework of agribusiness marketing;
• the basic knowledge for the application of marketing principles to agribusinesses, with particular reference to European Union quality systems, system sustainability, and the different types of sales of agricultural products.

INTRODUCTION TO THE COURSE

1. AGRIBUSINESS SYSTEM

2. SUSTAINABLE PRODUCTION AND CONSUMPTION PATTERNS

3. MARKETING IN THE AGRI-FOOD SYSTEM

4. INSIGHTS INTO AGROECOLOGY, SOCIAL AGRICULTURE, TYPICAL PRODUCTS, SUSTAINABLE FOOD, AND WINE TOURISM

Knowledge and understanding

Students must have acquired knowledge and understanding of the specificity of the agrifood system, with reference to the complexity of the organization of the supply system and consumer expectations in terms of product safety and quality. In particular, they must know and be able to understand the complexity of the relationships that are established between companies operating in supply chains and with their reference environment, the role of the territory in the creation of value for consumers, and the policies of the European Union for the support of the agricultural sector and the protection of quality.

In addition, an in-depth study of some major marketing concepts and the ability to apply them to specific cases is required.

Applying knowledge and understanding

Students should be able to appropriately and critically apply acquired knowledge to analyze, understand and apply marketing principles to businesses in the agribusiness system.

Making judgements

Students should be able to connect in integrated and unified patterns the knowledge of the different elements acquired during the course and to deal with the complexity of real problems independently and with their own judgment.

Communication skills

Students should acquire clear, effective, and precise communication skills through a good command of the vocabulary of the discipline imparted during the Course.

Learning skills

Students are expected to have acquired the ability to undertake subsequent courses of study on the principles of marketing and their application in other fields/or to acquire new knowledge, skills, and abilities through professional and work experiences, within organizations operating in the agribusiness system.

The teaching material prepared by the lecturer in addition to recommended textbooks (such as for instance slides, lecture notes, exercises, bibliography) and communications from the lecturer specific to the course can be found inside the Moodle platform › blended.uniurb.it

In-depth case studies related to the general themes of the course will be offered through seminars conducted by practitioners and scholars.

Teaching

The course involves the use of different didactic modalities: frontal lessons, group work, and analysis of case studies with classroom discussions

Innovative teaching methods

Debate

Assessment

Assessment is done by a written test with multiple choice questions. The student will have to demonstrate that he/she has acquired full knowledge of the topics covered (theoretical and applied) during the Course.

The test will consist of 23 multiple-choice questions. The test will be considered sufficient if at least 10 questions are answered correctly. Each additional correct answer is worth one point. The final grade is given in thirtieths.

Attending students, taking into account the classroom presentation and discussion of the topic covered in the group work, may acquire up to 4 bonus points for the purpose of the final evaluation. These presentations will be evaluated on the basis of:

• consistency and logical sequence of the topics covered;
• level of thoroughness;
• clarity of exposition and appropriate vocabulary.

Disability and Specific Learning Disorders (SLD)

Students who have registered their disability certification or SLD certification with the Inclusion and Right to Study Office can request to use conceptual maps (for keywords) during exams.

To this end, it is necessary to send the maps, two weeks before the exam date, to the course instructor, who will verify their compliance with the university guidelines and may request modifications.

Attendance

Contact the lecturer by e-mail (elena.vigano@uniurb.it) for any further information on the syllabus and study texts.

Course books

The teaching material prepared by the lecturer in addition to recommended textbooks (such as for instance slides, lecture notes, exercises, bibliography) and communications from the lecturer specific to the course can be found inside the Moodle platform › blended.uniurb.it

Assessment

Assessment is done by a written test with multiple choice questions. The student will have to demonstrate that he/she has acquired full knowledge of the topics covered (theoretical and applied) during the Course.

The test will consist of 23 multiple-choice questions. The test will be considered sufficient if at least 10 questions are answered correctly. Each additional correct answer is worth one point. The final grade is given in thirtieths.

Disability and Specific Learning Disorders (SLD)

Students who have registered their disability certification or SLD certification with the Inclusion and Right to Study Office can request to use conceptual maps (for keywords) during exams.

To this end, it is necessary to send the maps, two weeks before the exam date, to the course instructor, who will verify their compliance with the university guidelines and may request modifications.