Food Marketing and Consumer Behavior
A.Y. 2024/2025
Learning objectives
The course aims at exploring the ways in which consumers behave when they buy food products and the main economic problems
raised by marketing and consumer policy.
raised by marketing and consumer policy.
Expected learning outcomes
Students shoud develop competences on the main mechanisms of consumer decisio-making process and of the strategic instruments to market food products.
Lesson period: First semester
Assessment methods: Esame
Assessment result: voto verbalizzato in trentesimi
Single course
This course can be attended as a single course.
Course syllabus and organization
Single session
Responsible
Lesson period
First semester
Course syllabus
FIRST PART: MARKETING AND CONSUMER
- The marketing management
- Market research
- Marketing strategy
SECOND PART: THE PROCESS OF DECISION-MAKING
- Factors affecting consumer behaviour
- The process of decision-making. The TPB model
THIRD PART: CHALLENGES OF CONSUMER BEHAVIOUR AND
MARKETING IN THE FOOD SECTOR
- product strategies and consumer behaviour
- price strategies and consumer behaviour
- distribution strategies and consumer behaviour
- The marketing management
- Market research
- Marketing strategy
SECOND PART: THE PROCESS OF DECISION-MAKING
- Factors affecting consumer behaviour
- The process of decision-making. The TPB model
THIRD PART: CHALLENGES OF CONSUMER BEHAVIOUR AND
MARKETING IN THE FOOD SECTOR
- product strategies and consumer behaviour
- price strategies and consumer behaviour
- distribution strategies and consumer behaviour
Prerequisites for admission
No prior knowledge is required
Teaching methods
Lectures with debate between Lecturer and students
Teaching Resources
- Consumer Behaviour: Applications in Marketing , di Robert
East, Malcolm Wright, Marc Vanhuele, SAGE.
- Additional Readings: papers and additional readings will be
provided by the lecturer
East, Malcolm Wright, Marc Vanhuele, SAGE.
- Additional Readings: papers and additional readings will be
provided by the lecturer
Assessment methods and Criteria
The exam is oral and it consists of a number of presentations relating both to in-group assignements and a project work carried out in a group by the students.
The final mark is the average of the grade achieved for the in-group assignments evaluation and the grade achieved for the project work. The mark is expressed out of thirty.
The final mark is the average of the grade achieved for the in-group assignments evaluation and the grade achieved for the project work. The mark is expressed out of thirty.
AGR/01 - AGRICULTURAL ECONOMICS AND RURAL APPRAISAL - University credits: 6
Lessons: 48 hours
Professor:
Stranieri Stefanella
Professor(s)