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The course aims to make students acquire the basic skills for the creation of value in the management of agri-food businesses and the identification of marketing strategies that are essential in the process of interaction between business and the intermediate and final consumer market. In particular, the student must acquire: - analytical skills for understanding company contexts, market aspects through strategic marketing planning; - managerial and organizational skills through the use of operational marketing tools and the study of the main levers of the marketing mix;
-Introduction: concept of Marketing, evolution and role within companies; - definition of the various marketing disciplines; -analysis of the Italian agri-food system, agri-food balance and consumption trends; -forms of integration in agro-food companies; - market segmentation and product positioning; - market and competitor analysis: soft and hard analysis; - strategic marketing; - operational marketing: from 4 P to 4E; from 4P to 7P; - preparation of a Business Plan;
Marketing Management, P. Kotler; Marketing del vino, Gregori, Galletto, Malorgio, Pomarici, Rossetto; other other readings will be provided by the teacher during the lessons
