First cycle
degree courses
Second cycle
degree courses
Single cycle
degree courses
School of Agricultural Sciences and Veterinary Medicine
ITALIAN FOOD AND WINE
Course unit
FOOD AND WINE - BASED TERRITORIAL VALORIZATION AND RURAL DEVELOPMENT
AVP5070065, 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
ITALIAN FOOD AND WINE
AV2190, Degree course structure A.Y. 2015/16, A.Y. 2017/18
N0
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Number of ECTS credits allocated 8.0
Type of assessment Mark
Course unit English denomination FOOD AND WINE - BASED TERRITORIAL VALORIZATION AND RURAL DEVELOPMENT
Website of the academic structure http://www.agrariamedicinaveterinaria.unipd.it
Department of reference Department of Agronomy, Food, Natural Resources, Animals and the Environment
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 LUCA ROSSETTO AGR/01

ECTS: details
Type Scientific-Disciplinary Sector Credits allocated
Core courses AGR/01 Rural economy and evaluation 8.0

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 2.0 16 34.0 No turn
Lecture 6.0 48 102.0 No turn

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

Syllabus
Prerequisites: Basic microeconomics (consumer demand, producer supply, market features)
Target skills and knowledge: Students will acquire skills and knowledge on marketing strategies of typical and high quality food products, on the consumer purchase process, on pricing and communcation activities, on co-marketing marketing and rural development.
The educational approach is aimed at giving students knowledge about 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 as well as the collective communication strategies enabling the consumer's awareness on specialty food products.
The students will be able to perform a market analysis encompassing institutional, environmental, economic and production aspects while drawing a marketing plan where strategies focusing on brand, communication, price and marketing channels are formulated according to territorial resources enhancing the product visibility and competitiveness as well as accomplishing 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.
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.
Assessment criteria: Students are basically assessed through the following criteria. i) the comprehension and awareness of the addressed topics (written examination); ii) the ability to apply methodologies, learnt during the class, to the real world (homework); iii) the ability to do individual and/or group studies without making conceptual errors and fallacies and formulating strategies according to given objectives (homework/written exam).
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.
Planned learning activities and teaching methods: Lectures and discussions.
Exercises
Field trip to a private or producers organizations
Additional notes about suggested reading: 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
Textbooks (and optional supplementary readings)
  • Lambin J. J, Schuiling I., Market-driven Management: Strategic and Operational Marketing, 3rd edition. --: Palgrave Macmillan, 2012.
  • Erica Croce, Giovanni Perri, Food and Wine Tourism: integrating Food, Travel and Territory. --: Cabi Tourism Texts, 2010. Cerca nel catalogo
  • Michael C. Hall, Richard Mitchell, Wine marketing: a practical guide. Amsterdam: Elsevier, 2008. Cerca nel catalogo
  • Lynn Frewer, Hans Van Trijp, Understanding consumers food products. --: Woodhead Publishing, 2006.
  • Bruce Mcgechan, Wine Marketing Online: How to Use the Newest Tools of Marketing to Boost Profits and Build Brands. --: Wine Appreciation Guild, 2014. Cerca nel catalogo
  • Rossetto L., Gregori M., Galletto G., Malorgio M., Pomarici E., Il Marketing del Vino: Capire, Decidere, Agire (in Italian). Napoli: Edises, 2017.