CONSUMER SCIENCE AND FOOD PROMOTION
Knowledge and understanding:
Students will be able to understand the dynamics of food products’ demand, on the national and international markets; identify and understand the opportunities and challenges related to new food consumption models; identify the most appropriate strategies for the promotion of quality food products.
Applying Knowledge and understanding:
At the end of the course, the students will be able to critically analyze the determinants of food demand and develop strategies to promote quality food products that better respond to emerging market challenges.
Making judgments: project work tasks will allow students to independently plan and develop a market research and to identify potential promotional tools suitable to meet the new requirements of food consumers.
Students will demonstrate the ability to respond in a clear, coherent and exhaustive manner to the questions of the oral exam. The presentation of the project work will provide students the opportunity to develop the ability to set up a power point presentation and to present their analyses in a synthetic manner.
Lifelong learning skills:
Students will demonstrate a good capacity to deepen their knowledge on relevant bibliographic references. Furthermore, the students must demonstrate to be able to apply the knowledge acquired on the development of marketing choices, suitable to respond to the emerging needs of food markets.
Economy and business management; marketing.
The topics covered during the course are articulated into four main blocks.
Block I - (12 hours) - Food markets dynamics; analysis of food products demand and supply characteristics; new determinants of food consumption; sustainable food consumption.
Block II - (24 hours) - Theoretical elements for the analysis of consumer behaviour; main qualitative and quantitative techniques used in the analysis of consumer behaviour of food products; segmentation techniques of food demand.
Block III - (24 hours) - Formulation of a marketing strategy for food companies; Positioning strategies for food products; Main placement channels; Promotion tools and communication strategies; Thematic insights: the web and digital food marketing; sustainability certifications in the food sector.
Block IV - (12 hours) - Development of project work. The students, divided into groups, will plan and perform a survey on a specific topic. Based on the analysis of the results obtained, the students will provide possible marketing and enhancement strategies. The presentations will rise discussions that will allow to integrate the theoretical contents analysed during the course.
The course of Consumer science and food promotion aims to develop professional skills with reference to the analysis of consumer preferences and marketing strategies adopted by production and distribution firms operating in the food and agricultural markets. In the global scenario, the Italian agri-food sector plays a strategic role, thanks to the presence of numerous quality productions that represent a distinctive character of our culture and economy that satisfy the new needs expressed by consumers increasingly aware of health aspects, food quality and safety. In this context, the course provides students with the essential tools to develop strategies for promoting and enhancing the distinctive character of Italian agro-food, starting from an in-depth knowledge of the determinants of consumer behaviour and the new drivers of food demand.
The course is organized in traditional lectures and analysis of case studies, selected by the teacher and project works.
Il marketing agroalimentare. Mercato e strategie di commercializzazione Foglio A. (2007) Franco Angeli Editore
Methods in Consumer Research: New Approaches to Classic Methods, ELSEVIER 2017 chapters: 6. Application of Social Media for Consumer Research; 19. Conjoint Analysis in Sensory and Consumer Science: Principles, Applications, and Future Perspectives; 22. Experimental Economics to Evaluate Consumer Preferences.
For the students who attend the course, a first assessment will be represented by the project work presentation. All students will have to be examined through an oral discussion. For those who attended the course, the final outcome will be the result of the evaluation of both the project elaborated and presented, and of the oral discussion. Ongoing learning is also ascertained through exercises without an evaluation.