FOOD BUSINESS MANAGEMENT AND MARKETING

The course will provide students with theoretical knowledge, perspectives and conceptual frameworks enabling students to understand the recent evolution and transformations of the food industry. In particular, the course will move from an analysis of the most recent trends in consumer behavior, focusing on the importance of sustainability, authenticity and convenience. Then, the course will focus on the segmentation of consumers in an international context. In the second part, the course will deal with strategies for food and beverage companies focusing on aspects such as the role of tradition and innovation, growth strategies in different markets and the local versus global dilemma.

1. Knowledge and understanding
- ability to know the methodological tools for analyzing the specificities of agriculture sector and the agri-food economy
- ability to know the policies of the sector
- ability to know the marketing strategies for small and medium-sized companies in agri-food

2. Applying knowledge and understanding
- ability to apply the methods for the analysis of consumer behavior
- ability to analyze the environment and the context in which the company operates
- ability to know how to develop a marketing plan for an agri-food product

3. Making judgements
- ability to evaluate marketing plans of agri-food companies
- ability to identify the best methods for analyzing consumer behavior

A bachelor-level course in marketing is strongly advised

1. Consumer trends
2. Consumer segmentation in an international context
3. The food chain
4. Food process and products
5. Tradition vs innovation
6. Product strategies on global market
7. Innovation strategy

Klaus G. Grunert (2017), Consumer Trends and New Product Opportunities in the Food Sector, Wageningen Academic Publishers
Slides and articles will be provided

The exam consists of five open questions on the content of assigned readings.

scritto

lecture, case studies and guest speakers

Questo insegnamento tratta argomenti connessi alla macroarea "Economia circolare, innovazione, lavoro" e concorre alla realizzazione dei relativi obiettivi ONU dell'Agenda 2030 per lo Sviluppo Sostenibile