Download GLOBAL AGRI-FOOD MARKETING 6 CFU

GLOBAL AGRI-FOOD MARKETING
6 CFU - 30 hours
Prof. Luca Camanzi
Learning objectives
The course aims to provide students with a comprehensive understanding of the main economic
and strategic issues concerning the global food markets. The class will examine concepts and
research tools to investigate food consumption patterns and trends, food industry strategies,
distribution and trade of agri-food products.
At the end of the course, students will be able to:
- identify and assess the global food markets patterns and trends;
- define and implement key concepts associated with buyer behavior, new product development,
product management, pricing and distribution as applied to both agricultural and food products;
- gather and use information needed to carry out marketing research on agri-food products;
- evaluate the viability of a given commodity, food product or food service unit in the market.
Course outline
Unit/topic
Course outline, materials and evaluation
Introduction to Global Food Marketing
from domestic marketing to global marketing
trade restrictions and liberalization (tariffs/quotas, bilateral/multilateral
negotiation)
cultural and social influences on marketing
Global Markets
the consumer market
- consumer needs and behaviours (convenience, health, ethical, environmental
concerns)
- segmentation (young vs elderly, households vs singles, rural vs urban consumers,
etc.)
business markets
government markets
Global Competitors
Food Industry And Food Retailing Overview And Trends:
concentration, novel food products development, private labels, etc.
Global Marketing Research: Design And Methods
problem definition and development of research objectives
data collection
- sources of secondary data
- collecting primary data (observation, focus groups, surveys, social media and big
data)
developing a marketing information system
Global Marketing Strategies
evaluating national markets / geographic market choice
entry strategies (exporting,foreign production, ownership)
Hours
1
1
1
1
2
1
1
3
1
1
2
1
1
2
GLOBAL MARKETING PROGRAMS AND PLANS
product, services and brand strategies
pricing
managing distribution channels
promotion and advertising strategies
4
2
2
2