Transcript Vastola_Scheda_trasparenza_ENG RETTIFICATA

COURSE:Economicsofqualityandmarketingintheagro-foodsector
ACADEMICYEAR:2016/2017
TYPEOFEDUCATIONALACTIVITY:Characterizing
TEACHER:Prof.ssaAntonellaP.Vastola
e-mail:[email protected]
website:
http://www2.unibas.it/dottoratostafa/wordpress/?p=1403
phone:0971205433
mobile(optional):
Language:Italian
ECTS:6
(5lessons;1
tutorials/practice)
n.ofhours:56
Campus:Potenza
Semester:First
School:SAFE
Program: MSc Food Science and
Technology
EDUCATIONALGOALS
Theaimofthecourseisprovidingtothefuturefoodtechnologiststheanalyticalskillsandmanagementtoolsforthe
economicassessmentofagriculturalandfoodproductsinordertooptimalcommercializationactivities.
EXPECTEDLEARNINGOUTCOMES
Attheendofthecourse,thestudentswillbeable:
o toanalyzethefundamentalaspectsofthequalityofanagro-foodproduct;
o tocombinethepreviousoneswiththesafetyconceptinordertoobtainacompetitiveproduct;
o todesignamarketingstrategyusingasbackgroundtheindustryanalysisbasedonthestructure-conductperformance(SCP)paradigmofPorter;
o todesignaquestionnaire.
PRE-REQUIREMENTS
Abasicknowledgeconcerningagro-foodeconomicsisrequired.
SYLLABUS
Lessons
Studentswillreceiveinformationconcerning:
o Theeconomicsofqualityintheagro-foodsector:(i)definitionsandthemarketfailuresthatmakenecessary
toprotectthequalitybypublicinstitutions;(ii)toolstoprotectagro-foodproductsascertifications,public
marksand/orothersignsofquality.
o Theagro-foodmarketingandcompetitiveadvantage:(i)definitionsoftheenterprisetarget;(ii)consumer’s
purchasebehaviour;(iii)marketdefinitionandsegmentation;(iv)positioning;
o Marketingmixstrategies
o Marketresearch:(i)measuresofconsumption;(ii)demandanalysis;(iii)choiceofthetargetmarket
Practises
Duringthecourseclassroomtutorialsandtechnicalvisitswillbedoneinordertoacquiretheabilitytoanalyse
differentmarketcasestudies.
TEACHINGMETHODS
Theoreticallessonsandclassroomtutorialsandtechnicalvisits.
EVALUATIONMETHODS
Writtenexamination(atindividuallevel)anddiscussionofaprojectwork(atgrouplevel–max4).Thefinalgradeis
theaverageofthetwoscores.Ifoneofthetwotrialsisinsufficientorifthetotalscoreislessthan18,youmust
repeatall2trials.
TEXTBOOKSANDON-LINEEDUCATIONALMATERIAL
Duringthecoursetheteachingmaterialwillbedistributed.Thismaterialissufficienttoovercometheexamination
only if coupled to class attendance and exercises and the additional study with consultation of the following
textbooks(availablefromtheprofessorifnecessary):
o Arfini,F.etal(2010).ProdottiTipicieDenominazioniGeografiche.Gruppo2013Quaderni,Ed.Tellus.
o Bagozzi,RichardP.,(1998).FondamentidiMarketing,IlMulino.Capitoli:1,2,3,4,6.2,6.3,9.1,10.1,10.3,
11.
o Canali, G. (2010). Verso una politica europea della qualità agroalimentare. Gruppo 2013 Working paper,
Ed.Tellus.
o Commissione Ce, Comunicazione della Commissione sulla politica di qualità dei prodotti agricoli, COM
(2009)234definitivodel28maggio2009.
o FAO (2009) Rapporto FAO-SinerGI “Linking people, place and products. A guide for promoting quality,
linked to Geographical Origin and sustainable Geographical Indication”, novembre 2009.
http://www.foodquality-origin.org/guide/guide.pdf
o Kotler,P.(2004).MarketingManagement.PearsonPrenticeHall.
o INEA(2010).Qualità,sicurezzaecontrollodeiprodottiagroalimentari.Supplementoaln.37diAgrisoledel
24settembre,IlSole24ORE-AGRISOLE.
o MarianiA.,ViganòE.(acuradi)(2004).IlsistemaAgroalimentaredell’UnioneEuropea.ed.Carocci.Cap.1
ecap.7
o Stanton,W.,Varaldo,R.(1989).Marketing.IlMulino.
INTERACTIONWITHSTUDENTS
Duringthefirstlecture,thestructureandorganizationofthecourseandtheevaluationprocedurewillbepresented.
Theteachingmaterial(slideprint-outs,exercises,furtherhandouts)willbemadeavailabletostudentsusingacloud
storagesystem(DropboxorGoogleDrive)ormadeavailableonapendrive.Theoutcomeofwrittenexaminations
willbemadeavailablebyE-mail.
Thelecturerwillbeavailableforreceivingstudentsatleast2haweek(onTuesadysandWednesdays).Thestudents
canalsocommunicatewiththelecturerviaE-mail.
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EXAMINATIONSESSIONS(FORECAST) 09/02/2017, 08/03/2017, 05/04/2017, 10/05/2017, 14/06/2017, 12/07/2017, 20/09/2017, 11/10/2017,
15/11/2017,13/12/2017,24/01/2018.
SEMINARSBYEXTERNALEXPERTSYES□NOŸ
FURTHERINFORMATION
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Subjecttopossiblechanges:checkthewebsiteoftheTeacherortheDepartment/Schoolforupdates.