Characteristics and specificity of the marketing of ornamental products. Characteristics and evolution of consumption. Tools of analysis of ornamental markets and of the agribusiness system. The major supply chains. Types and operation of traditional and modern markets. The wholesale markets. Innovative forms of marketing of ornamental products.
Elements of business management and tools for analysing production costs and profitability.
Attending students: slides, handouts and other materials distributed or indicated by the teacher during the course
Non-attending students: Learning material available asking the teacher by email
Learning Objectives
KNOWLEDGE:
Knowledge of the dynamics of the horticultural system with particular reference to supply and consumption. Knowledge of the main dynamics at chain level with particular reference to the role of traditional and modern markets as well as the organisation of the relationships between enterprises.
Knowledge of the characteristics of innovative forms of marketing of ornamental products.
Knowledge of the main tools for the analysis of production costs and profitability of the ornamental enterprise.
Skills
Know how to read and interpret the phenomena affecting the horicultural system through adequate analysis tools. To be able to describe the characteristics and the functioning of the flower and ornamental sectors.
To be able to analyse and describe the functioning of traditional and modern floricultural markets, to be able to analyse the organisational and contractual characteristics of the relationships between enterprises. To be able to interpret potentialities and limits of the different forms of commercialisation, including the most innovative ones.
COMPETENCES acquired at the end of the course:
Ability to analyse, interpret and describe the characteristics and evolutionary dynamics of the horticultural system with particular reference to consumption, supply systems and the main supply chains.
Ability to critically analyse the effects of different marketing strategies of the floricultural products at enterprise level, as well as of the organisation and dynamics of the supply chains.
Prerequisites
No prerequisites
Teaching Methods
Lectures: Total 50 hours
Case study analysis: Total 10 hours
Seminars /study visits: 12 hours
Type of Assessment
Oral
The examination will aim to assess the knowledge acquired, the ability to link the topics covered and the skills in applying the tools acquired to concrete cases.
Course program
1. Characteristics and specificities of the marketing of horticultural products. Consumption. The instruments of analysis of the markets and of the floricultural system. The main supply chains.
2. Types and functioning of traditional and modern markets. Wholesale markets. Organisation of vertical relationships between enterprises and individual and collective bargaining patterns. Innovative forms of product marketing.
3. Elements of business management and tools for the analysis of production costs and profitability.
Analysis of case studies and individual and/or group applications of the concepts and topics addressed during the course. Seminars and/or study visits will supplement the programme.