FOOD AND WINE - BASED TERRITORIAL VALORIZATION AND RURAL DEVELOPMENT

Second cycle degree in ITALIAN FOOD AND WINE

Campus: LEGNARO (PD)

Language: English

Teaching period: First Semester

Lecturer: LUCA ROSSETTO

Number of ECTS credits allocated: 8


Syllabus
Prerequisites: Basic microeconomics (consumer demand, producer supply, market features)
Examination methods: The final score is made as follows: homework and written exam. The weight of the three scores is provided during in the first day class.
Course unit contents: 1st credit. Marketing. The strategic and operative marketing. The response and proactive marketing. Marketing concepts. SWOT analysis. Marketing and responsibility. Agrifood marketing and marketing of typical products. The terroir. Strategies: industrial organization (economic) and marketing approach
2nd credit. Marketing & consumer purchase behavior. Consumer needs and wishes. Structure and hierarchy of needs. Product-quality-attributes. The Total Food Quality Model. The perception of health, ethic and environmental claims. The perception of organic products and local products. The impact of food scandals.
3rd credit: Product and brand management. Product components: tangible and intangible ones (brand, experience, symbolic ones). Packaging, labelling, services. Product life cycle and portfolio matrices. The branding process: definition and role. Identity, image and reputation. Brand equity. The brand's choice process brand. Private and Collective brands (review). Brand Strategies. Brand, terroir & luxury brands.
4th credit Pricing. Price and value. Factors affecting the price. Price and buying process. Methods for fixing the price. Price involvement and consumer perceived value. Price and competition. Price strategies in business to consumer and business to business markets.
5th credit: Communication strategies. Communication models and the communication process. Message comprehension and ELM model. The noise. Direct and indirect communication tools (advertising, sponsorship, promotion, propaganda, direct marketing, public relations, publicity). Online marketing: the digital marketing, web and social networks, viral marketing, marketing funnel, the role of social media. The ecommerce. Online prices
6th credit. The co-marketing (collective marketing). Institutional and no-institutional marketing activities. Cooperation and Consortia marketing activities. Marketing and rural development. Definition and history of rural development in Italy and Europe. The rural development plan. The territorial marketing and touristic activities. Food and wine tourism. The wine and food routes. The collective communication.
7th credit. Supply chains and distribution channels. Streams along the chains. Market power and price transmission (flexible and sticky prices). Supply chain management (pull and push chains). Length of marketing channels. Direct sales and short supply chains. Modern retail and specialized shops. The Ho.Re.Ca. channel. The travel retailing. The foreign market (export). Strategies of large scale retail (supermarkets).
8th credit. Field trips and analysis. Descriptive stats and index numbers. Introduction to SPSS statistical software. Market segmentation study: principal component analysis and cluster analysis. Field trip.