First cycle
degree courses
Second cycle
degree courses
Single cycle
degree courses
School of Agricultural Sciences and Veterinary Medicine
FOREST SCIENCE - SCIENZE FORESTALI
Course unit
SOCIETAL MARKETING: FOREST CERTIFICATION AND OTHER TOOLS
AGO2045203, A.A. 2017/18

Information concerning the students who enrolled in A.Y. 2016/17

Information on the course unit
Degree course Second cycle degree in
FOREST SCIENCE - SCIENZE FORESTALI (Ord. 2014)
AV2091, Degree course structure A.Y. 2014/15, A.Y. 2017/18
N0
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Degree course track RESPONSIBLE PRODUCTION OF FOREST GOODS AND SERVICES [003LE]
Number of ECTS credits allocated 6.0
Type of assessment Mark
Course unit English denomination SOCIETAL MARKETING: FOREST CERTIFICATION AND OTHER TOOLS
Website of the academic structure http://www.agrariamedicinaveterinaria.unipd.it
Department of reference Department of Land, Environment, Agriculture and Forestry
Mandatory attendance No
Language of instruction English
Branch LEGNARO (PD)
Single Course unit The Course unit can be attended under the option Single Course unit attendance
Optional Course unit The Course unit can be chosen as Optional Course unit

Lecturers
Teacher in charge MAURO MASIERO

ECTS: details
Type Scientific-Disciplinary Sector Credits allocated
Core courses AGR/01 Rural economy and evaluation 6.0

Mode of delivery (when and how)
Period First semester
Year 2nd Year
Teaching method frontal

Organisation of didactics
Type of hours Credits Hours of
teaching
Hours of
Individual study
Shifts
Practice 3.0 24 51.0 No turn
Lecture 3.0 24 51.0 No turn

Calendar
Start of activities 02/10/2017
End of activities 19/01/2018

Syllabus
Prerequisites: No prerequisites are requested (previous attendance to a course on forest policy and forest or environmental economics is advisable)
Target skills and knowledge: The aim of the course is to introduce corporate social responsibility (CSR) and societal marketing concepts and provide students with an operational focus on tools for their implementation. Particular attention will be paid to standard and certification issues, with special reference to forest standards/certification both at the forest stage and along the forest-product supply-chain
Examination methods: Written and oral exams.
The written exam is based on a series of open questions (normally 10 questions in total). The oral part is a 20 minutes discussion on the contents of the course, normally starting from issues emerging from the written exam (gaps, further information, examples, etc.). The oral exam can be passed in the same day of the written test. The validity of the written test is of one year.
Assessment criteria: The final mark is the weighted sum of 3 criteria:
- Active participation to the lessons and the marks of exercises done during classes (20%)
- Written test (40%)
- Oral exam (40%)
Course unit contents: After introducing some general concepts related to societal marketing (rationale, origins, main tools and recent developments) the course addresses standards and certification as specific tools for implementing societal marketing strategies in the forestry sector.
In particular the course aims to deliver the following main contents:
• Marketing development path and Societal marketing foundations
• Rationale and key-concepts for CSR policies and tools
• Different types of CSR tools (private, public and partnership tools)
• Standard goals, structure, contents and approaches, and certification procedures
• Main forest certification schemes/systems at international level and their specific features in terms of (i) general organisation, governance and standard setting, (ii) forest management requirements, (iii) chain of custody, and (iv) additional/special requirements (e.g. for small forest-holders)
• Auditing and reporting techniques, procedures and tools
Planned learning activities and teaching methods: The course is structured into 6 main units:
• Marketing development path, concepts and definition of CSR and government ethics in forestry (Unit 1)
• Private, public and partnership tools to support CSR (Unit 2)
• Introduction to standards and certification with focus on forest certification standards (Unit 3)
• Forest certification standards: forest management (Unit 4)
• Forest certification standards: chain of custody and trademark use (Unit 5)
• Forest certification standards: special issues (smallholders, non-timber forest products, biomass, etc.) (Unit 6)
• Auditing and reporting (Unit 7)

Teaching methods include:
• Frontal lectures to present and discuss key-concepts and theoretical issues
• Classroom exercises (case studies, group-work, plenary discussions, etc.)
• Home assignments
• External experts who might be invited for specialized seminars
• Field visit to relevant forest areas/forest companies to see and discuss implementation of theoretical concepts addressed during classes
• Teaching materials used in class (slides) and additional readings and media made available through the e-learning Moodle platform of the School (see next points)
• A checklist with key-questions is made available to students to check their learning status
Additional notes about suggested reading: The material used for the course is available to the students through the Moodle platform of the School at
https://elearning.unipd.it/scuolaamv/login/index.php
Papers and other learning material (videos, DBs, web sites, case studies, …) are made available in the Moodle platform of the course (https://elearning.unipd.it/scuolaamv/login/index.php).
Textbooks (and optional supplementary readings)