First cycle
degree courses
Second cycle
degree courses
Single cycle
degree courses
School of Agricultural Sciences and Veterinary Medicine
Course unit
AGN1030327, A.A. 2018/19

Information concerning the students who enrolled in A.Y. 2018/19

Information on the course unit
Degree course Second cycle degree in
AG0064, Degree course structure A.Y. 2017/18, A.Y. 2018/19
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Number of ECTS credits allocated 8.0
Type of assessment Mark
Department of reference Department of Agronomy, Food, Natural Resources, Animals and the Environment
E-Learning website
Mandatory attendance No
Language of instruction Italian
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

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 of
Individual study
Practice 2.0 16 34.0 No turn
Lecture 6.0 48 102.0 No turn

Start of activities 01/10/2018
End of activities 18/01/2019
Show course schedule 2019/20 Reg.2017 course timetable

Examination board
Board From To Members of the board
8 Commissione a.a. 2018/19 01/12/2018 30/11/2019 ROSSETTO LUCA (Presidente)
GALLETTO LUIGI (Membro Effettivo)
GATTO PAOLA (Supplente)
7 Commissione a.a. 2017/18 01/12/2017 30/11/2018 ROSSETTO LUCA (Presidente)
GALLETTO LUIGI (Membro Effettivo)
GATTO PAOLA (Supplente)

Prerequisites: Basic knowledge of microeconomics
Target skills and knowledge: Students will be introduced to the subject of marketing and agrifood supply chains. The study of marketing aims at giving insights about the consumer behavior and strategies followed by agrifood firms along the supply chains, from agricultural production to distribution through food processing
The educational approach is aimed to give to students knowledge about the strategic marketing, about models explaining the customer purchase process and about the marketing tools adopted by agrifood companies such as price, product, communication and distribution ones. Case studies are presented to help student in following this class.
Examination methods: Written examinations. Semi-open questions
Assessment criteria: Ability to evaluate the consumer needs, wishes and motivations
Ability to analyze the consumer purchase process and food perception
Ability to identify the strategies of firms in each market
Ability to evaluate the potential of marketing strategies for agri-food firms
Ability 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: 1st ECTS: The strategic and operative marketing. Reactive and proactive marketing. Marketing concepts. SWOT analysis. Marketing and responsibility. Marketing of agro-food and marketing of typical products. Market segmentation. Segmentation Criteria. Differentiated, geographic and niche marketing.
2nd ECTS: Consumer needs and purchase behavior. Customer needs, wishes and motivations. Structure and hierarchy of needs. Approaches to purchasing behavior. Product-quality-attributes. Grunert's 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 ECTS: Pricing strategies. Price and value. Factors affecting the price. Price and buying process. Methods for fixing the price. Price and consumer perceived value. Price and competition. Price strategies in the consumer market and in the business market.
4th ECTS: Product and brand strategies. The components of the product. Packaging, label and added services. Product life cycle and portfolio matrices. Brand definition and roles. Identity, image and reputation. Brand equity. The brand's choice process brand. Private and Collective brands. The brand protection. Brand Strategies. Luxury brands.
5th ECTS: Communication strategies. Communication models. The communication process. Sender, signal, message, decoding. Message comprehension and ELM model. The noise. Direct and indirect communication tools (advertising, sponsorship, promotion, propaganda, direct marketing, public relations, publicity). Online marketing: the web and social networks, viral marketing, marketing funnel, the role of social media. The ecommerce. Online prices.
6th Agri-food supply chains. Streams along the chains. Market power. Price transmission (flexible and sticky prices). Supply chain management (pull and push chains). The cooperation and the integration along supply chains. Value chain and marketing margins.
7th ECTS: Intermediaries and retail strategies. Roles and costs. Length and efficiency of marketing channels. Direct sales and short supply chains. Modern retail and specialized shops. The Ho.Re.Ca. channel. The travel retailing. Trade retail and merchandising. The foreign market (export). Strategies of large scale retail (supermarkets).
8th ECTS: Exercises and tour. Descriptive indices, index numbers and concentration indices. Introduction to SPSS statistical software. Market segmentation study: principal component analysis and cluster analysis. Tour of a agrifood company.
Planned learning activities and teaching methods: classroom lectures
tutorials and seminars in classroom
Additional notes about suggested reading: Classroom lectures available on moodle platform

Rossetto L., Gregori M., Galletto G., Malorgio M., Pomarici E. (2017). Il Marketing del Vino: Capire, Decidere, Agire, Edides, pagg. 345.
Lambin J. J., 2016, Market-Driven Management, VII edition, McGraw Hill.
Kotler P., Armstrong G., Ancarani F., Contabile M., 2015. Principi di Marketing, 15a edizione, Pearson.
Messori F., Ferretti F., Economia del mercato agroalimentare, Edagricole, 2010.

Office-houers: Thursday 3.00pm - 5.00pm
Textbooks (and optional supplementary readings)
  • Gregori M., Galletto G., Malorgio M., Pomarici E. Rossetto L., Il Marketing del Vino. Napoli: Edises, 2017.
  • Lambin, Jean Jacques, Market-driven management. Milano: McGraw-Hill, 2016. Cerca nel catalogo
  • Kotler P., Armstrong G., Ancarani F., Contabile M.,, Principi di marketing, 15 Edizione. Milano: Pearson, 2015.
  • Messori F., Ferretti F., Economia del mercato agroalimentare. Bologna: Edagricole, 2010. Cerca nel catalogo

Innovative teaching methods: Teaching and learning strategies
  • Lecturing
  • Case study
  • Story telling
  • Auto correcting quizzes or tests for periodic feedback or exams

Innovative teaching methods: Software or applications used
  • Moodle (files, quizzes, workshops, ...)
  • One Note (digital ink)
  • Kaltura (desktop video shooting, file loading on MyMedia Unipd)

Sustainable Development Goals (SDGs)
Zero Hunger Good Health and Well-Being Quality Education Clean Water and Sanitation Affordable and Clean Energy Decent Work and Economic Growth Industry, Innovation and Infrastructure Responsible Consumption and Production Climate Action Life on Land