Insegnamento mutuato da: B016612 - MARKETING AGROALIMENTARE E TERRITORIALE Corso di Laurea Magistrale in SCIENZE E TECNOLOGIE ALIMENTARI
Focusing in particular in the agri-food sector, the course has the aim of giving the basis knowledge for the management of a strategic marketing process in the business field, through the acquisition of economic and marketing instruments for the setting-out of a business plan, whose aim is to evaluate both the convenience and the best realizable process, product, organizing and trading innovations.
1. Cozzi G., Ferrero G. (2004) "Principi ed aspetti evolutivi del marketing aziendale", Giappichelli Editore, Torino.
2. J.Paul Peter, Lames H. Donnelli Jr., Carlo Alberto Pratesi (2009) "Marketing", McGraw-Hill
3. Naresh K. Malhotra (2004), "Marketing Research", Pearson Education International
4. Anthony, Macrì, Breitner, "Il bilancio. Analisi economiche per le decisioni e la comunicazione della performance", McGraw-Hill
Course handouts from the teacher.
Knowledge acquired: focusing in particular in the agro-food and wine sector, the course has the aim of giving the basis knowledge for the management of a strategic marketing process in the business field.
economic and marketing instruments for the accomplishment of a business plan for the evaluation of the convenience of the best realizable process, product, organizing and trading innovations.
Skills acquired (at the end of the course): skills in the setting-out of a marketing strategy for the development of an enterprise and in particular: to analyze the strengths and weaknesses of a firm, to realize a marketing plan.
Total hours of the course (including the time spent in attending lectures, seminars, private study, examinations, etc...): 225
Hours reserved to private study and other indivual formative activities: 152
Written and oral, presentation of a business plan.
The course evolves as follows: elements of evaluation of the investments, principles of strategic marketing, instruments for the development of market researches regarding agribusiness farms, analysis of specific case studies, development of a project regarding innovative investments, discussion of advanced project hypothesis, discussion of the single phases in the setting out of the business plan.