First cycle
degree courses
Second cycle
degree courses
Single cycle
degree courses
School of Medicine
APPLIED PHARMACEUTICAL SCIENCE
Course unit
ECONOMICS AND MARKETING OF AGRO-INDUSTRIAL BUSINESS
FAO2043655, A.A. 2019/20

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

Information on the course unit
Degree course First cycle degree in
APPLIED PHARMACEUTICAL SCIENCE
FA0243, Degree course structure A.Y. 2008/09, A.Y. 2019/20
N0
bring this page
with you
Number of ECTS credits allocated 6.0
Type of assessment Mark
Course unit English denomination ECONOMICS AND MARKETING OF AGRO-INDUSTRIAL BUSINESS
Department of reference Department of Pharmaceutical and Pharmacological Sciences
Mandatory attendance No
Language of instruction Italian
Branch PADOVA
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

Lecturers
Teacher in charge Elisa Giampietri 000000000000

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
Hours of
Individual study
Shifts
Lecture 6.0 48 102.0 No turn

Calendar
Start of activities 02/03/2020
End of activities 12/06/2020
Show course schedule 2019/20 Reg.2008 course timetable

Syllabus
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: The final examination consists of a written test (90'). Details are explained at the beginning of the course.
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).
4) The markets of herbal products, cosmetics and drugs.
5) Strategic and operational marketing. Marketing concepts. Marketing and strategic planning. Product strategies, product lifecycle, product portfolio.
6) Strategies of brand (branding). Pricing and distribution (marketing channels).
7) Promotion strategies (communication) and merchandising.
8) Business Plan.
Planned learning activities and teaching methods: Classroom lectures.
Tutorials and seminars in classroom.
Additional notes about suggested reading: Classroom notes are available on MOODLE (more details during the course).

Books
For Economics section:
- Mankiw G.N., Taylor M.P., (2018), Principi di economia. Con e-book, 7ed., Zanichelli
For Marketing section:
- Kotler P., Armstrong G., Ancarani F., Contabile M. (2015). Principi di marketing, 15a edizione, Pearson
- Lambin, J. J. (2016). Market-driven management. Marketing strategico e operativo, 7ed., McGraw-Hill
Textbooks (and optional supplementary readings)
  • Mankiw G.N., Taylor M.P., Principi di Economia - 7ed.. --: Zanichelli, 2018. Cerca nel catalogo
  • Kotler P., Armstrong G., Ancarani F., Contabile M., Principi di marketing - 15ed. --: Pearson, 2015. Cerca nel catalogo

Innovative teaching methods: Teaching and learning strategies
  • Active quizzes for Concept Verification Tests and class discussions
  • Loading of files and pages (web pages, Moodle, ...)

Innovative teaching methods: Software or applications used
  • Moodle (files, quizzes, workshops, ...)