Insegnamento
FOOD AND WINE - BASED TERRITORIAL VALORIZATION AND RURAL DEVELOPMENT
AVP5070065, A.A. 2016/17

Principali informazioni sull'insegnamento
Corso di studio Corso di laurea magistrale in
ITALIAN FOOD AND WINE - ALIMENTI E VINI D'ITALIA
AV2190, ordinamento 2015/16, A.A. 2016/17
1124180
Crediti formativi 8.0
Denominazione inglese FOOD AND WINE - BASED TERRITORIAL VALORIZATION AND RURAL DEVELOPMENT
Sito della struttura didattica http://www.agrariamedicinaveterinaria.unipd.it
Dipartimento di riferimento Dipartimento Agronomia Animali Alimenti Risorse Naturali e Ambiente (DAFNAE)
Sito E-Learning https://elearning.unipd.it/scuolaamv/course/view.php?idnumber=2016-AV2190-000ZZ-2015-AVP5070065-N0
Obbligo di frequenza No
Lingua di erogazione INGLESE
Sede LEGNARO (PD)

Docenti
Responsabile LUCA ROSSETTO AGR/01

Dettaglio crediti formativi
Tipologia Ambito Disciplinare Settore Scientifico-Disciplinare Crediti
CARATTERIZZANTE Discipline della produzione e gestione. AGR/01 8.0

Modalità di erogazione
Periodo di erogazione Primo semestre
Anno di corso II Anno
Modalità di erogazione frontale

Organizzazione della didattica
Tipo ore Crediti Ore di
Corso
Ore Studio
Individuale
Turni
ESERCITAZIONE 2.0 16 34.0 Nessun turno
LEZIONE 6.0 48 102.0 Nessun turno

Calendario
Inizio attività didattiche 01/10/2016
Fine attività didattiche 20/01/2017

Commissioni d'esame
Commissione Dal Al Membri
1 Commissione a.a. 2016/17 01/12/2016 30/11/2017 ROSSETTO LUCA (Presidente)
DEFRANCESCO EDI (Membro Effettivo)
BOATTO VASCO LADISLAO (Supplente)
GALLETTO LUIGI (Supplente)
GATTO PAOLA (Supplente)
POMARICI EUGENIO (Supplente)
TRESTINI SAMUELE (Supplente)

Syllabus
Prerequisiti: None
Conoscenze e abilita' da acquisire: Students will acquire skills and knowledge on supply chain dynamics, on marketing strategies of high quality food products, on territorial marketing.
The educational approach is aimed to give to students knowledge about the management of supply chains, the strategic and operative marketing of value-added food and wine products, the synergies scattering from the territory and the production of high-quality food products.
The students will be able to perform a market analysis encompassing institutional, environmental, economic and production aspects and to draw a marketing plan where strategies focusing on brand, communication, price and marketing channels are formulated according to territorial resources to foster the product visibility and competitiveness as well as to accomplish the rural development of the production area.
Case studies on GIs food and wine products are presented to help students in understanding classes while giving them examples for practicing and discussing methodologies in the real world.
Modalita' di esame: The final score is made as follows: individual homework, a team work and oral exam. The weight of the three scores is provided during in the first day class.
Criteri di valutazione: Students are basically assessed through the following criteria. i) the comprehension and awareness of the addressed topics (oral exam); ii) the ability to apply methodologies learnt during class to real world productions (oral exam); iii) the ability to do individual and/or group studies without making conceptual errors and fallacies and formulating strategies according to given objectives; iv) skills in reading, discussing or presenting a given topic are taken into account.
Contenuti: 1st credit: Food supply chains and markets. The flows along the chain. Market power in GIs food and wine supply chains. The marketing margins. Losses and wastes. The management of pull and push supply chains.
2nd credit. Marketing. The strategic and operative marketing. Marketing concepts. SWOT analysis. Marketing mix and marketing plan. Marketing and responsibility. Territorial marketing and rural development.
3rd credit. Marketing and purchase behavior. Importance of intrinsic and extrinsic attributes of high quality food and wine products. The country of origin effect and GIs products. The consumption experience. The consumer involvement.
4th credit: Market attractiveness. Product differentiation and competitiveness of GIs products. Segmentation process and segmentation strategies. The niche marketing. Targeting and positioning. The product life cycle and portfolio matrix. Domestic and international markets.
5th credit: Product and brand management. Quality, packaging and convenience. The branding process: definition and functions. Brand equity. Brand strategies. Food brands and wine brands. Private brands, collective brands, private labels. Brand and territorial marketing (image and terroir).
6th credit: Communication strategies. The communication process. Communication tools: advertising, propaganda, price promotion, sponsoring, direct marketing and tasting, public relations and publicity. Internet, social media and viral marketing. The storytelling. Neuromarketing. Enotourism and wine tourism.
7th credit Pricing and distribution channels. Information and price. Costs. Pricing decisions. Intermediaries: roles and costs. Direct sales and farmer's markets. Large scale retail (supermarkets). The Ho.Re.Ca marketing channel. Travel retail. E-commerce.
8th credit. Field trips and seminars.
Attivita' di apprendimento previste e metodologie di insegnamento: Lectures, readings and discussions.
Seminars
Field trips in private and/or producers organizations
Eventuali indicazioni sui materiali di studio: The material used for the course will be made available to students through the Moodle platform of the School at
https://elearning.unipd.it/scuolaamv/login/index.php

Classroom documents and materials (PowerPoint presentations, papers etc.) will be made available on the Moodle Platform of the School of AMV
Testi di riferimento:
  • Lambin J. J, Market-driven Management: Strategic and Operational Marketing, 3rd edition. --: Palgrave Macmillan, 2012.
  • Pepall L., Richards D.J., Norman, Industrial Organization: Contemporary Theory and Empirical Applications. --: Blackwell Pub, 2008. Cerca nel catalogo
  • Canavari M., Cantore N., Castellini A., Pignatti E. Spadoni R., International marketing and trade of quality food products. Wageningen: Academic Publishers, 2009.