Characteristics and specificity of the marketing of agro-food products. Characteristics and evolution of food consumption. Tools of analysis of the agro-food markets and of the agro-food system. The major food supply chains.
Types and operation of traditional and modern markets. Logistics. The wholesale markets. Innovative forms of marketing of food products.
Attending students: transparencies, handouts and other materials distributed or indicated by the teacher during the course
Non-attending students: Teaching material available asking the teacher by email
Learning Objectives
KNOWLEDGE:
Knowledge of the dynamics of the agro-food system with particular reference to the systems of supply and consumption. Knowledge of the main developments in the supply chain level with particular reference to the role of traditional and modern markets and the organization of relations between companies.
Knowledge of supply characteristics and innovative forms of marketing of food products.
SKILLS:
Knowing how to read and interpret the phenomena that affect the agro-food system through adequate tools of analysis. Knowing to describe the characteristics and functioning of food chains.
Knowing how to analyze and describe the operation of traditional and modern agro-food markets, the characteristics of agri-food logistics, know howanalyzing the organizational and contractual characteristics of the relationships between companies. Interpret the potential and limits of various forms of marketing including those more innovative.
Skills acquired at the end of the course:
Ability to analyze, interpret and describe the features and evolutionary dynamics of the agro-food system with particular reference to consumption, to offer systems and key food chains.
Ability to critically analyze the effects of different marketing strategies of food products at the enterprise level, as well as the organization and dynamics of production chains.
Prerequisites
No prerequisites.
Recommended: Marketing (basic concepts) and courses of the scientific group-AGR-01 (in particular for the School of Economics of Florence, the teaching of Economics of the agri-food firm)
Teaching Methods
Teaching Methods lessons: Total 40 hours
Seminars /study visits: 8 hours Total
Type of Assessment
Oral
Course program
1. Features and specificities of the marketing of food products. Food consumption. The tools of analysis of the markets and the agri-food system. The main food chains.
2. Types and functioning of traditional and modern markets. Logistics. Wholesale markets. Organization of the vertical relationships between companies and individual and collective bargaining schemes. innovative forms of marketing of food products.
Case studies and individual and / or group analysis of concepts and issues addressed during the course. Seminars and / or study visits will integrate the program.