FOOD AND WINE - BASED TERRITORIAL VALORIZATION AND RURAL DEVELOPMENT

1st credit. Introduction to the course. Student background evaluation. Micro economic review. The process of making value. Typical products and terroir. The geographical indications (wine). Outlook on Italian enography. The rural development in Europe and Italy. The rural development plan.
2nd credit. Marketing. The strategic and operative marketing. The response and proactive marketing. Marketing concepts. SWOT analysis. Marketing and responsibility. Agrifood marketing and marketing of typical products. The terroir. Strategies: industrial organization (economic) and marketing approach
3rd credit. Marketing & consumer purchase behavior. Consumer food perception, needs and wishes, attitudes and values. The consumer purchase process and models. The perception of health, ethic and environmental claims. The perception of organic products and local products. The impact of food scandals.
4th credit: Product and brand management. Product components: tangible and intangible ones (brand, experience, symbolic ones). Packaging, labelling, services. Product life cycle and portfolio matrices. The branding process: definition and role. Identity, image and reputation. Brand equity. The brand's choice process brand. Private and Collective brands (review). Brand Strategies. Brand, terroir & luxury brands.
5th credit Pricing. Price and value. Factors affecting the price. Price and buying process. Methods for fixing the price. Price involvement and consumer perceived value. Price and competition. Price strategies in business to consumer and business to business markets.
6th credit: Communication strategies. Communication models and the communication process. Message comprehension and ELM model. The noise. Direct and indirect communication tools. Online marketing: the digital marketing, web and social networks, viral marketing, marketing funnel, the role of social media. The ecommerce. Online prices
7th credit. The co-marketing (collective marketing). Cooperatives and Consortia. The role of wine Consortia. The territorial marketing and touristic activities. Food and wine tourism. The wine and food routes. The collective communication.
8th credit. Supply chains and distribution channels. Streams along the chains. Market power and price transmission (flexible and sticky prices). Supply chain management (pull and push chains). Length of marketing channels. Direct sales and short supply chains. Modern retail and specialized shops. The Ho.Re.Ca. channel. The travel retailing. The foreign market (export). Strategies of large scale retail (supermarkets).