Food and wine marketing (2012/2013)

Course code
4S02522
Name of lecturer
Roberta Capitello
Coordinator
Roberta Capitello
Number of ECTS credits allocated
9
Academic sector
AGR/01 - AGRICULTURAL ECONOMICS AND RURAL APPRAISAL
Language of instruction
Italian
Location
VERONA
Period
secondo semestre dal Feb 18, 2013 al May 24, 2013.

Lesson timetable

Learning outcomes

The course aims to lead the student to the specificities and the analysis approaches of food and wine marketing. In particular, it proposes to examine the aspects of differentiation, food quality and origin, and to deepen the methodologies to estimate the consumer willingness to pay. Starting from the EU and national regulatory framework, the course will provide the main marketing valences for the processes of promotion of food and wine typical productions, even in the territorial marketing activities.

Syllabus

The agro-food system and the specificities of food marketing
The analysis of the food consumer
The brand strategies
The collective brands
Food and wine packaging and labelling
The communication in the agro-food system
The collective comunication and the role of "Consorzi di Tutela"
The distribution channels and the vertical integration
Territorial marketing and role of agro-food firms
Food and wine tourism

Assessment methods and criteria

oral exam