Master’s degree in Marketing and Corporate Communication

Food and wine marketing

Course code
4S02522
Name of lecturers
Roberta Capitello, Davide Nicola Vincenzo Gaeta
Coordinator
Roberta Capitello
Number of ECTS credits allocated
9
Academic sector
AGR/01 - AGRICULTURAL ECONOMICS AND RURAL APPRAISAL
Language of instruction
Italian
Site
VERONA
Period
Second semester dal Feb 27, 2012 al May 25, 2012.

Lesson timetable

Second semester

Not inserted.

Learning outcomes

The course aims to lead the student to the specificities and the analysis approaches of food and wine marketing. In particular, it proposes to examine the aspects of differentiation, food quality and origin, and to deepen the methodologies to estimate the consumer willingness to pay. Starting from the EU and national regulatory framework, the course will provide the main marketing valences for the processes of promotion of food and wine typical productions, even in the territorial marketing planning activities.

Syllabus

The agro-food system
The specificities of food marketing
The analysis of the food consumer
The quality policy and the collective brands
The brand strategies
Food and wine packaging and labelling
The communication in the agro-food system
"Consorzi di Tutela" and certification
The distribution channels and the vertical integration
Rural policy and territorial marketing

Assessment methods and criteria

oral exam



© 2002 - 2020  Verona University
Via dell'Artigliere 8, 37129 Verona  |  P. I.V.A. 01541040232  |  C. FISCALE 93009870234