First cycle
degree courses
Second cycle
degree courses
Single cycle
degree courses
School of Agricultural Sciences and Veterinary Medicine
Course unit
AVP5070065, A.A. 2019/20

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

Information on the course unit
Degree course Second cycle degree in
AV2190, Degree course structure A.Y. 2015/16, A.Y. 2019/20
bring this page
with you
Number of ECTS credits allocated 8.0
Type of assessment Mark
Website of the academic structure
Department of reference Department of Agronomy, Food, Natural Resources, Animals and the Environment
E-Learning website
Mandatory attendance No
Language of instruction English
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 2nd 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 30/09/2019
End of activities 18/01/2020
Show course schedule 2019/20 Reg.2015 course timetable

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 communication 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: three homeworks and a final written exam. The weight of the two 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. Introduction to the course. Student background evaluation. Micro economic review. The process of making value. Typical products and terroir. The geographical indications (wine). Outlook on Italian enography. The rural development in Europe and Italy. The rural development plan.
2nd 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
3rd credit. Marketing & consumer purchase behavior. Consumer food perception, needs and wishes, attitudes and values. The consumer purchase process and models. The perception of health, ethic and environmental claims. The perception of organic products and local products. The impact of food scandals.
4th 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.
5th 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.
6th credit: Communication strategies. Communication models and the communication process. Message comprehension and ELM model. The noise. Direct and indirect communication tools. Online marketing: the digital marketing, web and social networks, viral marketing, marketing funnel, the role of social media. The ecommerce. Online prices
7th credit. The co-marketing (collective marketing). Cooperatives and Consortia. The role of wine Consortia. The territorial marketing and touristic activities. Food and wine tourism. The wine and food routes. The collective communication.
8th 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).
Planned learning activities and teaching methods: Lectures and discussions.
Field trip to producers, private companies, 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

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 Terroir. --: Cab Intl, 2017.
  • 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. Cambridge, United Kingdom: Woodhead Publishing, 2006.
  • Philip Kotler, Hermawan Kartajaya, Iwan Setiawan, Marketing 4.0: Moving from Traditional to Digital. New Jersey, Stati Uniti: John Wiley & Sons Inc, 2017. 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.

Innovative teaching methods: Teaching and learning strategies
  • Lecturing
  • Case study
  • Story telling
  • Active quizzes for Concept Verification Tests and class discussions
  • Video shooting made by the teacher/the students

Sustainable Development Goals (SDGs)
No Poverty Quality Education Decent Work and Economic Growth Industry, Innovation and Infrastructure Responsible Consumption and Production