ENHANCEMENT OF AGRICULTURAL FOOD PRODUCTION
Expected learning outcomes
Knowledge and understanding:
Students will demonstrate to know the necessary skills to formulate strategies of valorization in order to promote agro-food products on the national and international markets.
Applying Knowledge and understanding:
Students will demonstrate to know how to apply the acquired knowledge in a practical way, with particular reference to the development of programs and strategic plans for the promotion of specific quality agri-food productions.
Students will demonstrate the ability to develop a critical ability to rework the main topics dealt with during the course and evaluate the various strategic options available to agro food companies in order to enhance their products on international markets.
Students will demonstrate the ability to communicate, in a clear and appropriate way, the knowledge acquired also through the participation at collective discussion on in-depth subjects that will take place during the course. Students will also demonstrate, during the oral exam, the ability to expose in a clear and effective way topics covered within the lessons.
Lifelong learning skills:
Students will demonstrate a good capacity of learning and application of different strategies for the valorization of agri-food products on the domestic and foreign markets.
Basic knowledge for the analysis of the economic organization of the food system and basic knowledge for the economic analysis of consumer behaviour.
The topics covered during the course can be articulated into three main blocks.
Block I - The evolution of consumer food choices and the new concept of food quality (8 h). The economic analysis of consumer behaviour in relation to food products. The major drivers that characterize modern food demand. Theoretical analysis of quality: economic and marketing approaches.
Block II - Strategies and tools for enhancing agro-food productions (20h). Responsible Food Marketing; The role of territory as an element of valorisation of agro-food productions; Territorial marketing strategies for the promotion of Made in Italy agro-food; The role of food and wine routes in promoting the agro-food sector; Alternative Food Networks; Voluntary schemes of social and environmental certification.
Block III - Policies to support the valorization of quality agricultural products (20h). The protection of typical products in the European Union; The international dimension of the typical products market; The debate on the protection of geographical indications in the international context; The European food labelling Regulation; The contribution of the Community Agricultural Policy to the promotion of food quality.
The course aims to provide students a knowledge of possible strategies for the enhancement of food products on the domestic and foreign markets, fostering a better understanding of the mechanisms underlying the process of valuation and marketing of quality products and information on the most appropriate means to support their exploitation. Students will also acquire the ability to critically process the topics developed during the course, as well as the ability to apply operatively the acquired skills.
The course is organized in traditional lectures and analysis of case studies selected by the teacher. In addition, further readings will be available through the e-learning platform of the University.
Cesaretti, G.P. e Annunziata, A. (2011) “Strategie e strumenti per la valorizzazione sostenibile delle produzioni agroalimentari di qualità”, Franco Angeli Editore;
Additional readings – available on Moodle platform
For the students who attend the course, a first assessment will be represented by the presentation of case studies. All students will have to be examined through an oral discussion in order to verify the acquired knowledge, understanding and communication skills in relation to the topics reported in the course program.