Food and wine marketing (2015/2016)

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 22, 2016 al Jun 1, 2016.

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 aspects of differentiation, food quality and origin, and to deepen the methodologies to analyse consumer perceptions and estimate the consumer willingness to pay. Starting from the EU and national regulatory framework, the course will provide the students with the main marketing tools for the processes of promotion of food and wine typical production and territorial marketing. Brand strategies in wine and food systems will be analysed.

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, propriety of language and ability of critical analyisis.

STUDENT MODULE EVALUATION - 2015/2016