Basics of mathematics
- Lectures: 32 hours = 4 CFU (1 c.f.u. = 8 hours)
- Seminars: 4 hours = 0,5 CFU (1 c.f.u. = 8 hours)
- Practical activities: 18 hours = 1,5 CFU (1 c.f.u. = 12 hours)
This teaching is divided into two parts. In the first part, of 2 c.f.u., there are fundamentals of firm management and strategy, while in the second part, of 4 cf.u., elements of strategic and operative marketing, with particular focus on agri-food and catering sector, are provided.
Within the scientific knowledge that the graduate must have about firm management and food marketing, this teaching provides the mean elements of business management, with specific focus on strategies, and the useful tools to understand the "market oriented" viewpoint of companies. In particular, with a focus on food sector, a critical view of strategic and operative activities, based on consumer needs, is encouraged.
Expected learning results
The student must know and understand the basics of firm management, and the main concepts and tools of food marketing. He must be skilled to set up and solve easy case studies and to develop a correct marketing plan. Moreover, the student must provide support to firm strategic decisions of food firms and, in particular, of catering in food sector.
• Airoldi G., Brunetti G., Coda V. (2005). “Lezioni di economia aziendale”, Il mulino
• Balestri G. (2005) “Manuale di economia e gestione aziendale” Hoepli
• Autori vari (1996): Lezioni di Economia Aziendale, Giappichelli
• Cercola R.: Marketing, Etas Libri,
• Peter J. P., Donnely J. H (1999): Marketing, Mc Graw-Hill; capitoli 1-2-3-5-6-7-8-9-10-11.
• Kotler P. (1998): Marketing Management, ISEDI
• Kotler, P., & Keller, K. L. (2016): Marketing management: Global edition. Harlow: Pearson, 5e
• Duplicated lecture notes
Examination method includes two written tests (one for each part of the teaching) followed by an oral exam. The written tests consist of 25 multiple choice questions and some exercises. For each test, the commission will establish the criteria of partial scores taking into account the difficulty of individual questions. Invalid or incorrect answers will be awarded 0 points. The oral exam will consist of 3-4 questions on the program. The final vote will be the synthesis of the written test and the oral test evaluations.
Part 1: BASICS OF FIRM MANAGEMET
• The entrepreneur's "vision".
• Company orientations towards the marketplace.
• Firm strategic planning.
Part 2 :FOOD MARKETING
• Marketing and firm strategies,
• Marketing analysis (internal and external environment analysis),
• Market segmentation,
• Process planning and marketing plan.
• Strategic marketing: Targeting and positioning,
• Marketing programs planning: managing product, brands and packaging, designing princing strategies and programs, managing food retailing and selecting marketing channels, designing.