82243 - GLOBAL AGRI-FOOD MARKETING

Conoscenze e abilità da conseguire

The course aims to provide students with a comprehensive understanding of the main economic and strategic issues concerning the global food markets. The class examines concepts and research tools to investigate food consumption patterns and trends, food industry strategies, distribution and trade of agri-food products. At the end of the integrated course the student is able to: - identify and assess the global food markets patterns and trends; - define and implement key concepts associated with buyer behavior, new product development, product management, pricing and distribution as applied to both agricultural and food products; - gather and use information needed to carry out marketing research on agri-food products; - evaluate the viability of a given commodity, food product or food service unit in the market.

Contenuti

Course outline, materials and evaluation

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

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

Assessing Global Market Opportunities
Developing a Global Vision through Marketing Research
>> problem definition and development of research objectives
data collection
- sources of secondary data
- collecting primary data (observation, focus groups, surveys, social media and big data)
>> developing a marketing information system
Economic Development and the Americas
Europe, Africa and the Middle East
The Asia Pacific Region

Developing Global 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

Testi/Bibliografia

• International marketing,
  Cateora, Gilly, Graham, Money
  McGraw-Hill Education International Edition - 17th ed.
• Global Marketing,
  Gillespie and Hennessey
  Routledge - 4th ed.
• The New Age of Food Marketing (online resources)

Further articles or cases will be distributed online or in class, or found online.

Metodi didattici

Front lectures, seminars, team-work and assignments

Modalità di verifica e valutazione dell'apprendimento

Case study presentation and discussion 10/30

Project work 10/30

Final oral exam 10/30

Strumenti a supporto della didattica

Computer, projector, internet connection, dashboard.

Orario di ricevimento

Consulta il sito web di Luca Camanzi