First cycle
degree courses
Second cycle
degree courses
Single cycle
degree courses
School of Medicine
Course unit
FAO2043655, A.A. 2017/18

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

Information on the course unit
Degree course First cycle degree in
FA0243, Degree course structure A.Y. 2008/09, A.Y. 2017/18
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Number of ECTS credits allocated 6.0
Type of assessment Mark
Department of reference Department of Pharmaceutical and Pharmacological Sciences
E-Learning website
Mandatory attendance No
Language of instruction Italian
Single Course unit The Course unit CANNOT be attended under the option Single Course unit attendance
Optional Course unit The Course unit is available ONLY for students enrolled in APPLIED PHARMACEUTICAL SCIENCE

Teacher in charge LUCA ROSSETTO AGR/01

ECTS: details
Type Scientific-Disciplinary Sector Credits allocated
Educational activities in elective or integrative disciplines AGR/01 Rural economy and evaluation 6.0

Course unit organization
Period Second semester
Year 2nd Year
Teaching method frontal

Type of hours Credits Teaching
Hours of
Individual study
Lecture 6.0 48 102.0 No turn

Start of activities 26/02/2018
End of activities 01/06/2018
Show course schedule 2019/20 Reg.2008 course timetable

Examination board
Board From To Members of the board
6 Commissione a.a. 2018/2019 01/12/2018 30/09/2019 GIAMPIETRI ELISA (Presidente)
ROSSETTO LUCA (Membro Effettivo)
4 Commissione a.a. 2017-2018 01/12/2017 30/09/2018 ROSSETTO LUCA (Presidente)
BONA STEFANO (Membro Effettivo)
CANIATO ROSAMARIA (Membro Effettivo)

Prerequisites: None
Target skills and knowledge: The course will provide theoretical knowledge, necessary for understanding the dinamics of markets and marketing strategies of firms in the food, pharmaceutical and herbal industry.
The student is placed in a position to understand the forces that drive markets, the tools that increase the market power of companies and main marketing tools employed by firms to formulate the policies focusing on product, price, communication and distribution, also through the analysis and discussion of case studies.
Examination methods: Written examinations, exercises, semi-open questions
Assessment criteria: Ability to recognize the market features
Ability to identify the strategies of firms in each market
Ability to to evaluate the marketing of firms in food, herboristic and pharmaceutical sector
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
Course unit contents: The course is divided into the following sections.
1) Introduction to economics. The market economy. Health and health services. Information asymmetry and agency theory.
2) Introduction to microeconomics. Demand and price elasticity. Producer’s behavior and cost analysis.
3) Markets. Perfect markets (competition) and imperfect markets (monopoly, oligopoly, monopolistic competition). The contestable markets. The markets of herbal products, cosmetics and drugs
4) Strategic and operational marketing. Marketing concepts. Marketing and strategic planning. Product strategies, product lifecycle, product portfolio.
5) Strategies of brand (branding). Pricing and distribution (marketing channels)
6) Promotion strategies (communication) and merchandising of the store. The unconventional marketing (viral marketing and social networks).
Planned learning activities and teaching methods: classroom lectures
tutorials and seminars in classroom
Additional notes about suggested reading: Classroom notes (available on website)
For Economics section
1.Mankiw G.N., Taylor M.P., 2012, L’essenziale di Economia, 5ed., Zanichelli
2. Carlton D.W., Jeffrey P.M., Organizzazione Industriale, 2013, McGraw Hill.
For marketing section
3. Kotler P., Armstrong G, Ancarani F., Costabile M., Principi di Marketing, Pearson, 2015.
4. Lambin J. J., 2012, Market-Driven Management, McGraw Hill.
Textbooks (and optional supplementary readings)
  • Mankiw, N. Gregory; Taylor, Mark P., <<L'>> essenziale di economiaN. Gregory Mankiw, Mark P. Taylor. Bologna: Zanichelli, 2012. Cerca nel catalogo
  • Carlton, Dennis W.; Perloff, Jeffrey M.; Mosconi, Franco; Beccarello, Massimo, Organizzazione industrialeDennis W. Carlton, Jeffrey M. Perloffedizione italiana a cura di Massimo Beccarello, Franco Mosconi. Milano: McGraw-Hill, c2013, --. Cerca nel catalogo
  • Lambin, Jean Jacques; Galvagno, Marco; Tesser, Emanuela, Market-driven managementmarketing strategico e operativoJean-Jacques Lambinediz. italiana a cura di Emanuela Tesser, Marco Galvagno. Milano: McGraw-Hill, 2012. Cerca nel catalogo
  • Kotler, Philip; Armstrong, Gary, Principi di marketingPhilip Kotler, Gary Armastrong, Fabio Ancarani, Michele Costabile. Milano: Pearson, 2015. Cerca nel catalogo