First cycle
degree courses
Second cycle
degree courses
Single cycle
degree courses
School of Agricultural Sciences and Veterinary Medicine
FOOD SCIENCE AND TECHNOLOGY
Course unit
AGRIFOOD SUPPLY CHAINS AND MARKETING STRATEGIES
AGN1030327, A.A. 2014/15

Information concerning the students who enrolled in A.Y. 2014/15

Information on the course unit
Degree course Second cycle degree in
FOOD SCIENCE AND TECHNOLOGY
AG0064, Degree course structure A.Y. 2008/09, A.Y. 2014/15
N0
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Number of ECTS credits allocated 8.0
Type of assessment Mark
Course unit English denomination AGRIFOOD SUPPLY CHAINS AND MARKETING STRATEGIES
Website of the academic structure http://www.unipd.it/corsi/corsi-di-laurea/corsi-di-laurea-magistrale/lauree-magistrali-agraria/scienze-e-tecnologie-alim
Department of reference Department of Agronomy, Food, Natural Resources, Animals and the Environment
Mandatory attendance No
Language of instruction Italian
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

Course unit organization
Period First semester
Year 1st Year
Teaching method frontal

Type of hours Credits Teaching
hours
Hours of
Individual study
Shifts
Practice 3.0 24 51.0 No turn
Lecture 5.0 40 85.0 No turn

Calendar
Start of activities 01/10/2014
End of activities 24/01/2015
Show course schedule 2019/20 Reg.2017 course timetable

Examination board
Board From To Members of the board
9 Commissione valida dall'a.a. 2019/20 01/12/2019 30/11/2020 ROSSETTO LUCA (Presidente)
GALLETTO LUIGI (Membro Effettivo)
BOATTO VASCO LADISLAO (Supplente)
DEFRANCESCO EDI (Supplente)
GATTO PAOLA (Supplente)
TRESTINI SAMUELE (Supplente)
8 Commissione a.a. 2018/19 01/12/2018 30/11/2019 ROSSETTO LUCA (Presidente)
GALLETTO LUIGI (Membro Effettivo)
BOATTO VASCO LADISLAO (Supplente)
DEFRANCESCO EDI (Supplente)
GATTO PAOLA (Supplente)
TRESTINI SAMUELE (Supplente)
7 Commissione a.a. 2017/18 01/12/2017 30/11/2018 ROSSETTO LUCA (Presidente)
GALLETTO LUIGI (Membro Effettivo)
BOATTO VASCO LADISLAO (Supplente)
DEFRANCESCO EDI (Supplente)
GATTO PAOLA (Supplente)
TRESTINI SAMUELE (Supplente)
6 Commissione a.a. 2016/17 01/12/2016 30/11/2017 ROSSETTO LUCA (Presidente)
GALLETTO LUIGI (Membro Effettivo)
BOATTO VASCO LADISLAO (Supplente)
DEFRANCESCO EDI (Supplente)
GATTO PAOLA (Supplente)
TRESTINI SAMUELE (Supplente)
5 Commissione A.A. 2015/16 01/12/2015 30/11/2016 ROSSETTO LUCA (Presidente)
GALLETTO LUIGI (Membro Effettivo)
BOATTO VASCO LADISLAO (Supplente)
DEFRANCESCO EDI (Supplente)
GATTO PAOLA (Supplente)
TRESTINI SAMUELE (Supplente)
4 Commissione A.A. 2014/15 01/12/2014 30/11/2015 ROSSETTO LUCA (Presidente)
GALLETTO LUIGI (Membro Effettivo)
BOATTO VASCO LADISLAO (Supplente)
DEFRANCESCO EDI (Supplente)
GATTO PAOLA (Supplente)
TRESTINI SAMUELE (Supplente)
3 Commissione A.A. 2013/14 01/12/2013 30/11/2014 ROSSETTO LUCA (Presidente)
GALLETTO LUIGI (Membro Effettivo)
BOATTO VASCO LADISLAO (Supplente)
GATTO PAOLA (Supplente)
TRESTINI SAMUELE (Supplente)

Syllabus
Prerequisites: Basic knowledge of microeconomics
Target skills and knowledge: To introduce students to the issues of supply chains and agri-food marketing. The study of supply chain aims to improve knowledge on framework and dynamics of markets and on dynamics of food chains while lessons on marketing aims to give insights on the strategic behavior of firms, from agricultural production to distribution through food processing.
The educational approach is aimed to give to students knowledge about market features and dynamics, the role of holdings/firms, marketing tools and strategies such as product, price, promotion and distribution. Case studies are presented to help student in this class.
Examination methods: Written examinations: exercises on case studies, semi-open questions
Assessment criteria: classroom lectures
tutorialAbility to recognize the market features
Ability to characterize a market (equilibrium, concentration, market power, consumer welfare)
Ability to identify the strategies of firms in each market
Ability to to evaluate the structure and dynamics of food chains
Ability to to evaluate the potential of the marketing for agri-food firms
Ability to to identify product and brand strategies
Ability to fix the price and to formulate appropriate pricing strategies
Ability to outline the promotional mix and appropriate marketing channels
s and seminars in classroom
Course unit contents: 1st ECTS. Industrial Economics (notes). The holding and its goals. Mergers and acquisitions. Cost analysis. Scale and scope economies. The agricultural and food sector.
2nd ECTS. Market theory. Definition and types. Market framework. Comparative analysis and dynamics of markets. The perfect competition. Barriers to entry. The monopoly & market power. Oligopoly and strategic behavior. Monopolistic competition & differentiation. Information asimmetry.
3rd ECTS. Food supply chains. Definition and framework. Supply chain management: market power and behavior of operators. Marketing margins. Seasonality, cycle and volatility of agricultural markets. The supply chain management as flow. Supply chain push and pull. Lean and agile supply chains.
4th ECTS. Strategic marketing. Definition. Marketing concept. SWOT analysis. Marketing mix and marketing plan.
5th ECTS. Segmentation and differentiation. Segmentation process and criteria. Differentiation: components & advantages. Product lifecycle and product portfolio. Differentiation strategies. Branding: functions, types, protection, brand equity, strategies.
6th ECTS. Price and promotion. Competition and price. Pricing. Communication theory (outline). Advertising, propaganda, promotion, sponsor, direct marketing & public relations, internet. Merchandising (outline).
7th ECTS. No conventional marketing. Guerilla marketing, viral, stealth and ambient marketing. Neuromarketing and sensory marketing.
8th ECTS. Retail. Costs and role of retailers and wholesalers. Distribution channels. Retail points. Integration processes. Large scale retail. Logistics (outline)
Planned learning activities and teaching methods: classroom lectures
tutorials and seminars in classroom
Textbooks (and optional supplementary readings)
  • Carlton D.W., Jeffrey P.M., Organizzazione Industriale. --: McGraw Hill, 2005. Cerca nel catalogo