.- Agricultural and Food Marketing COURSE AIMS The course aims to teach the basis of marketing management, focusing on the mechanisms that characterize strategic and operative marketing, as well as the understanding of instruments supporting strategic marketing. The course supplies a set of instruments, behavioral guidelines and methodology to be able to carry out this activity practically, through an in-depth look at the agricultural and food sector. COURSE CONTENT CFU 0.5 Introduction to marketing management Marketing concepts and orientations. Consumer markets. Business markets. The marketing plan. 1.0 The creation of a marketing strategy Analysis of strategies in the competitive context. Segmentation, targeting, and positioning. 2.5 The marketing mix concept Product and brand strategy. Pricing strategy. Channel and logistics strategy. Marketing communications. 0.5 Customer satisfaction The quality dimensions. Verification and monitoring methods. 0.5 Distribution Marketing Trade marketing strategies. Policies of large retailers. The role of store brands. 1.0 Tutorials READING LIST P. Kotler-K. Keller-M. Goodman-T. Hansen, Marketing Management: Second European Pearson Prentice Hall, 2012. Edition, M. Burk Wood, Marketing Plan Handbook. The and Marketing PlanPro Premier Package, 4th ed., Pearson Prentice Hall, 2010.
.- Agricultural and Food Marketing COURSE AIMS The course aims to teach the basis of marketing management, focusing on the mechanisms that characterize strategic and operative marketing, as well as the understanding of instruments supporting strategic marketing. The course supplies a set of instruments, behavioral guidelines and methodology to be able to carry out this activity practically, through an in-depth look at the agricultural and food sector. COURSE CONTENT CFU Introduction to marketing management Marketing concepts and orientations. Consumer markets. Business markets. The marketing plan. 0.5 The creation of a marketing strategy Analysis of strategies in the competitive context. Segmentation, targeting, and positioning. 1.0 The marketing mix concept Product and brand strategy. Pricing strategy. Channel and logistics strategy. Marketing communications. 2.5 Customer satisfaction The quality dimensions. Verification and monitoring methods. 0.5 Distribution Marketing Trade marketing strategies. Policies of large retailers. The role of store brands. 0.5 Tutorials 1.0 READING LIST P. Kotler-K. Keller-M. Goodman-T. Hansen, Marketing Management: Second European Edition, Pearson Prentice Hall, 2012. M. Burk Wood, Marketing Plan Handbook. The and Marketing PlanPro Premier Package, 4th ed., Pearson Prentice Hall, 2010.
agric_food_mark_soregaroli.docx