Food and wine marketing (2020/2021)

Course code
Name of lecturer
Roberta Capitello
Roberta Capitello
Number of ECTS credits allocated
Academic sector
Language of instruction
secondo semestre (lauree magistrali) dal Mar 1, 2021 al Jun 1, 2021.

Lesson timetable

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Learning outcomes

The course aims to study contexts, specificities and analytical approaches in which agro-food businesses develop marketing and communication strategies. The course aims also to analyse the main dimensions of food and wine marketing. In particular, it intends to deep some focal topics, such as product differentiation, perception of food quality, consumer behaviour, typicality, and individual and collective branding. At the end of the course, the student will be able to understand the main strategic levers to promote food and wine products, especially in the context of typical production, and territorial and destination marketing.


The agro-food system and the specificities of food marketing
The market context of agro-food products
Analysis of the food consumer
Food choice
Brand strategies, corporate and collective brands
Food and wine packaging and labelling
Product attribute and price strategies
Communication in the agro-food system
Distribution channels and vertical integration
The role of cooperatives in the agro-food system
Territorial marketing and role of agro-food firms
Food and wine supply and destination branding

The material for study consists of the reference books indicated here below and the references delivered during the course and through the e-learning platform.

Reference books
Author Title Publisher Year ISBN Note
Cavicchi Alessio, Santini Cristina Case Studies in the Traditional Food Sector (Edizione 1) Wooodhead Publishing 2018 9780081010075
Cristina Santini and Alessio Cavicchi Case Studies in the Wine Industry (Edizione 1) Elsevier - Woodhead Publishing 2018 978-0-08-100944-4
Capitello R., Charters S., Menival D., Yuan J.J. The Wine Value Chain in China (Edizione 1) Elsevier 2017 9780081007549

Assessment methods and criteria

Learning will be assessed through an oral exam. The exam will consist of three questions through which a discussion will be developed with the purpose to verify depth and breadth of knowledge, language skills, ability to critical analyisis and ability to link the different topics proposed by the course.
The exam potentially concerns all the topics included in the course programme. The final assessment is expressed on a 30-point scale.

Online exams will be guaranteed to students who ask for this option during the academic year 2020/21.