Focusing in particular in the agri-food sector, the course has the aim of giving the basis knowledge for the management of a strategic marketing process in the business field, through the acquisition of economic and marketing instruments for the setting-out of a business plan, whose aim is to evaluate both the convenience and the best realizable process, product, organizing and trading innovations.
1. Cozzi G., Ferrero G. (2004) “Principi ed aspetti evolutivi del marketing aziendale”, Giappichelli Editore, Torino.
2. J.Paul Peter, Lames H. Donnelli Jr., Carlo Alberto Pratesi (2009) “Marketing”, McGraw-Hill
3. Naresh K. Malhotra (2004), “Marketing Research”, Pearson Education International
4. Anthony, Macrì, Breitner, “Il bilancio. Analisi economiche per le decisioni e la comunicazione della performance”, McGraw-Hill
Course handouts from the teacher, available on e-learning platform.
Learning Objectives
Knowledge acquired: focusing in particular in the agro-food and wine sector, the course has the aim of giving the basis knowledge for the management of a strategic marketing process in the business field.
Competence acquired
economic and marketing instruments for the accomplishment of a business plan for the evaluation of the convenience of the best realizable process, product, organizing and trading innovations.
Skills acquired (at the end of the course): skills in the setting-out of a marketing strategy for the development of an enterprise and in particular: to analyze the strengths and weaknesses of a firm; to realize a marketing plan; to exlpain a development strategy based on a process/product innovation.
Prerequisites
basic knowledge of agricultural economics, investment evaluation and marketing
Teaching Methods
The course includes theoretical lectures alongside practical exercises both in class and independently by the students.
The results of the exercises are the subject of presentation and common discussion in the classroom.
There will also be seminars with experts of the agrifood sector and study visits to leading companies in the agri-food sector.
CFU: 9
Total hours of the course (including the time spent in attending lectures, seminars, private study, examinations, etc...): 225
Hours reserved to private study and other indivual formative activities: 152
The course material (handouts, slides, copies of articles and books) will be available on the Moodle e-learning platform. Request the password to the teacher.
Type of Assessment
Attending students.
The course includes an intermediate written exam on the issues of investment evaluation and on the common agricultural policy.
The passing of the test in itinere with marks above 25/30 allows to achieve the maximum score in the final grade. For grades between 18 and 25/30 the achievement of the maximum mark will require a further evaluation during the final exam.
During the course the students have to perform three practice excercises preparatory to the realization of the final business plan. Each practice exercise will contribute to the determination of the final grade.
The final test consists in the presentation (written report and power point presentation) of a business plan, which can be carried out individually or in a group, related to an idea of process / product innovation in the agri-food sector.
Students not attending classes.
The exam consists of an oral test on the contents indicated in the program. The recommended texts for the preparation and the supplementary material are published on the e-learning platform.
Course program
The course evolves as follows: elements of evaluation of the investments, elements of agricultural policy, principles of strategic marketing, instruments for the development of market researches regarding agribusiness farms, analysis of specific case studies, development of a project regarding innovative investments, discussion of advanced project hypothesis, discussion of the single phases in the setting out of the business plan.