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MARKETING AND EUROPEAN POLICIES
FRANCESCO SOLFANELLI

Seat Agraria
A.A. A.A. 2016-2017
Credits 6
Hours 54
Period 2^ semestre
Language ENG
U-gov code STA - VE W000061

Prerequisites

Basic skills in mathematics.

Development of the course

The course consists of a balance of theoretical lectures (4 ECTS) and other activities, such as classroom experiments and seminars (2 ECTS). The course is also supported by the e-learning Moodle platform. The Moodle platform provide: (i) teaching materials specific for each learning units; (ii) self-assessment tests; (iii) forums for feedback and discussion on selected issues.

Learning outcomes

Knowledge and understanding. The course enables students to acquire adequate knowledge and understanding of the characteristics of the agro–food market (food marketing), as well as of the basic knowledge of theory of firm and market structure, with particular reference to the agricultural and agro-industrial sector. The course also aims to provide students with the theoretical, methodological and applied for the analysis of agro–food sector policies (common market organizations, rural development policy, international trade policies).

Applying knowledge and understanding. Students will learn how to identify strategies for proper management of the agro-food business, and business consulting and services related to them; to develop an integrated business perspective, using marketing tools to understand and manage the enterprise’s position on the market; to develop the ability to work in a collaborative and cooperative arrangements in teams, managing conflicts in a constructive and negotiating way.

Cross-expertise. Participation in all learning activities will help student to: (i) making judgements: capability of identify the information needed to understand the economic environment of the agro-food business; (ii) communications: capability of clearly and exhaustively communicate notions, ideas, problems and technical solutions to interlocutors, either professional or not, representative of the various and specific competencies in the agro-food business.

Program

Part I Microeconomics (1.5 ECTS)

• Demand theory: budget constraint; Demand curves from the Engel curves.
• Supply theory: the production function; cost function; profit and revenue; various market structures (perfect competition, competitive markets, oligopoly, monopoly).

Part II Marketing (3 ECTS)

• Introduction to agricultural marketing.
• The agro-food system and competitor analysis.
• Marketing management theories.
• Demand analysis and consumer behaviour.
• Strategic marketing for the agro-food sector.
• Segmentation and positioning.
• Marketing mix: the 4 p’s of marketing (product, price, place, promotion).

Part III Communitarian policies (1.5 ECTS)

• Agro-food policy and regulatory constraints.
• Common Market Organisation and Wine Regulatory Issues.
• EU agricultural product quality policy: Protected Designation of Origin – PDO; Protected Geographical Indication – PGI. 

Development of the examination

Learning evaluation methods

Students can choose to take a thorough oral examination on all the issues of the course, or whether to proceed with a gradual process of writing related to different parts of the course. In the latter case, the examination comprises of three written test (multiple choice test):

•       One is related to the first part of the course: microeconomics;

•       The next is related to the second part of the course: marketing;

•       The final is related to the third part of the course: communitarian policies.

As for the learning evaluation method of the second part (marketing), students can choose to take the written test (multiple choice test), or whether to produce a written report related to a business case study (marketing plan). In the latter case, the teacher will provide students with a marketing plan template. The template will specify the various sections to be undertaken and the relative minimum and maximum characters.

Optional verification of ongoing self-assessment, in the form of exercises compiled with spreadsheets and questionnaires published in the Moodle platform, will be provided during the course.

 

Learning evaluation criteria

The examination is aimed at verifying that the student possesses a comprehensive knowledge of the topics of the course, a sufficiently correct exposure capacity with the use of appropriate technical terminology, and the ability to face deductive reasoning to enable he/she to implement appropriate connections within the matter and to have acquired a complete mastery.

 

Learning measurement criteria

With regard to the oral examination, this will be structured with in depth questions on all topics of the course, and the compilation of practical exercises may be requested. The written part of the examination is structured as follows: there will be about ten questions for each test with four response options for each question, of which there is only one correct option. The correct option generates a positive score (3 points), wrong options generate a negative point (-1), 0 point for questions left blank.  There is a time limit of (about 30 minutes). Each test will be evaluated with a score from 0 to 30. As for the report (business case), the teacher will assess the completeness of the information collected, the data processing capabilities and the exposure ability.

 

Final mark allocation criteria

The oral examination evaluation: the final vote is commensurate with the quality of the students preparation, his/her analytical skills, and command of the language. The oral examination consists of three questions concerning the subjects listed in the teaching programme, each one will be quantified in the range 0 - 10. The final grade is on a scale of 30.

The written examination evaluation: the final vote is based on the weighted average of the scores of the three written tests (credit number of each part is used as a weighting parameter). The score of each written test must be sufficient (minimum 18) to pass.

The report mode evaluation: (only for second part), the vote is based on the quality of the report, considering the data collection and processing and the exposure ability.

It is possible to have an optional and supplementary oral test to edit the written test score (max +/- 3 points from the score of the written test).

Recommended reading

J.P. Peter e J. H. Donnelly jr. - Marketing. McGrawHill, Milano, ultima edizione.

R. Pastore – Il marketing del vino e del territorio: istruzioni per l’uso. Franco Angeli, Milano.

All other educational material is available on the e-learning web platform.

 

Tutorial sessions: Wednesday 2.30-4.00 pm

Courses

• C.L.T. - Scienze e Tecnologie Agrarie Curriculum VITICOLTURA ED ENOLOGIA (STA - VE)