Food and wine marketing (2016/2017)

Course code
4S003248
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 Magistrali dal Feb 27, 2017 al Jun 1, 2017.

Lesson timetable

Secondo Semestre Magistrali
Day Time Type Place Note
Thursday 11:00 AM - 1:30 PM lesson Lecture Hall SMT.01  
Friday 8:30 AM - 11:00 AM lesson Lecture Hall SMT.01  

Learning outcomes

The course aims to lead the student to the specificities and the analysis approaches of food and wine marketing. In particular, it intends to examine the elements of product differentiation, food quality and origin. It will also deepen suitable methodologies for analyzing consumer perceptions and willingness to pay. Starting from the EU and national regulatory framework, the course will provide the students with the main marketing tools to promote food and wine typical productions. The course will analyze the implications between food and wine marketing and territorial marketing, between corporate and territorial brand strategies and destination brand strategies.

Syllabus

The agro-food system and the specificities of food marketing
Analysis of the food consumer
Brand strategies and collective brands
Food and wine packaging and labelling
Communication in the agro-food system
Collective comunication and the role of "Consorzio di Tutela"
Distribution channels and vertical integration
Territorial marketing and role of agro-food firms
Food and wine tourism

The material for study consists of presentations, lecture notes, teaching material and references delivered during the course and through the e-learning platform.

Assessment methods and criteria

Learning will be assessed through oral exam. The exam consists of a discussion aimed at verifying depth and breadth of knowledge, language skills, ability to critical analyisis and ability to link the different topics proposed by the course.

STUDENT MODULE EVALUATION - 2016/2017