B2833 - International Agrifood Marketing and Quality Management

Learning outcomes

The course aims to provide students with a comprehensive understanding of the main economic and strategic issues concerning the global food markets, with a specific focus on principles of consumer behaviour and marketing, as well as both economic and strategic issues related to food safety and food quality in international food markets. On successful completion of the course students will be able to: 1. Identify the key drivers and trends associated with food consumption behavior, food product development, pricing and distribution; 2. gather and elaborate the relevant information needed to carry out marketing research on agri-food products; 3. draft a preliminary marketing plan for the launch of a food product in a foreign market. 4. understand the role of information and strategic commitment in agri-food markets; 5. identify the main factors affecting consumer perception of food safety risk and food product quality; 6. evaluate alternative industry strategies and implement appropriate actions to sustain or enhance product quality and reputation. Students will also enhance their skills in (i) data collection and processing in the agri-food system, (ii) team working (iii) case study presentations and critical analysis.

Course contents

Introduction to Global Food Marketing
The scope and Challenge of International Marketing
The dynamic Environment of international Trade

The Cultural, Political and Legal Environment of Global Markets
History and Geography as Foundations of Culture
Cultural Dynamics in Assessing Global Markets
The Political Environment: a Critical Concern
The International Legal Environment: Playing by the Rules

Assessing International Market Opportunities
Developing a Global Vision through Marketing Research
Conducting international and multicultural marketing research
Analyzing and interpreting research information

Developing International Marketing Strategies
Global Marketing Management
Products and Services for Consumers
Products and Services for Businesses
International Marketing Channels
Integrated Marketing Communications and International Advertising
Pricing for International Markets

Readings/Bibliography

• International marketing,
  Cateora, Gilly, Graham, Money
  McGraw-Hill Education International Edition - 17th ed.
• The Oxford handbook of the economics of food consumption and policy
  Jayson L. Lusk, Jutta Roosen, Jason F. Shogren (eds.)
  https://academic.oup.com/edited-volume/38577
• Consumer trends and new product opportunities in the food sector (2017)
  edited by: Klaus Grunert
  Wageningen Academic Publishers
  eISBN: 978-90-8686-852-0
  ISBN: 978-90-8686-307-5
  doi: 10.3920/978-90-8686-852-0

Teaching methods

Front lectures, seminars, team-work and assignments

Assessment methods

Case study presentation and discussion 10/30

Project work 10/30

Final oral exam 10/30

Overall evaluation:

• <18 not sufficient
• 18-23 sufficient
• 24-27 good
• 28-30 excellent
• 30L (cum laude) excellent with praise

The final grade of the integrated course 82242 - GLOBAL AGRI-FOOD MARKETING AND QUALITY MANAGEMENT (including 82243 - GLOBAL AGRI-FOOD MARKETING and the 82274 - FOOD QUALITY MANAGEMENT LABORATORY) will be registered by Prof. Luca Camanzi.

Teaching tools

Computer, projector, internet connection, dashboard.

Office hours

See the website of Luca Camanzi

See the website of David Leishman