ID:
509988
Duration (hours):
48
CFU:
6
SSD:
ECONOMIA E GESTIONE DELLE IMPRESE
Year:
2025
Overview
Date/time interval
Primo Semestre (01/10/2025 - 30/01/2026)
Syllabus
Course Objectives
The first part of the course (Prof. E. Virtuani) aims to teach the fundamental concepts of marketing management, from strategic to operational point of view.
The expected results:
- Knowledge of the agri-food marketing fundamentals: marketing definitions, principles and new types of marketing;
- Analysis of the agro-food systems as local sustainable development models;
- Strategic planning and marketing management process, from value analysis for the customer to communication and market delivery;
- Understand the different strategic firm orientations, fundamental step for any marketing or branding strategy development: production, product, marketing, sales and experience approach;
- Analyse the consumer shopping behaviour, preferences and needs;
- Learn the Marketing Mix Therory: the 4 Ps — product, price, place, and promotion — that guide agri-food businesses in creating and marketing products.
The second part of the course (Prof. A. de Seneen) aims to develop advanced skills in the design and management of innovative and sustainable business models in the Food & Agribusiness sector.
Students will acquire tools to understand the relationship between business strategy, value creation, and sustainability by applying methodologies such as the Business Model Canvas, the Blue Ocean Strategy, and the principles of the Circular Economy.
In particular, the module provides students with analytical and creative tools to:
- Understand the relationship between business strategy, value creation, and sustainability in the agrifood sector;
- Design, describe, and evaluate innovative and sustainable business models;
- Analyze the needs of different stakeholders and translate them into sustainable value propositions;
- Identify and measure the value generated in economic, social, and environmental terms;
- Promote an entrepreneurial approach that integrates innovation, sustainability, and competitiveness within food system markets.
The expected results:
- Knowledge of the agri-food marketing fundamentals: marketing definitions, principles and new types of marketing;
- Analysis of the agro-food systems as local sustainable development models;
- Strategic planning and marketing management process, from value analysis for the customer to communication and market delivery;
- Understand the different strategic firm orientations, fundamental step for any marketing or branding strategy development: production, product, marketing, sales and experience approach;
- Analyse the consumer shopping behaviour, preferences and needs;
- Learn the Marketing Mix Therory: the 4 Ps — product, price, place, and promotion — that guide agri-food businesses in creating and marketing products.
The second part of the course (Prof. A. de Seneen) aims to develop advanced skills in the design and management of innovative and sustainable business models in the Food & Agribusiness sector.
Students will acquire tools to understand the relationship between business strategy, value creation, and sustainability by applying methodologies such as the Business Model Canvas, the Blue Ocean Strategy, and the principles of the Circular Economy.
In particular, the module provides students with analytical and creative tools to:
- Understand the relationship between business strategy, value creation, and sustainability in the agrifood sector;
- Design, describe, and evaluate innovative and sustainable business models;
- Analyze the needs of different stakeholders and translate them into sustainable value propositions;
- Identify and measure the value generated in economic, social, and environmental terms;
- Promote an entrepreneurial approach that integrates innovation, sustainability, and competitiveness within food system markets.
Course Prerequisites
No prerequisite is required.
Teaching Methods
The teaching method is based on frontal lessons, with Power Point Presentations, made available to students in the KIRO platform Food Marketing course section.
Frontal lessons will be integrated by case studies, seminars, project work presentations and discussions. Students will be working in groups for some of these activities.
Frontal lessons will be integrated by case studies, seminars, project work presentations and discussions. Students will be working in groups for some of these activities.
Assessment Methods
The assessment of knowledge involves an evaluation during the course of a project work and a final evaluation.
The final exam will be in written and/or oral form.
The final exam will be in written and/or oral form.
Texts
References for the first part of the course (Prof. Virtuani):
- Kotler P., Armstrong G., Principles of Marketing, Pearson Prentice Hall, 2021
- Kotler P., Keller K.L., Il Marketing del nuovo millennio, Pearson Prentice Hall, 2008
- Hall C.M., Mitchell R., Wine Marketing: a practical guide, Butterworth-Heinemann, 2008
Additional references will be given during the course on specific topics.
Second part of the course (Prof. A. de Seneen):
Osterwalder A., Pigneur Y. – Business model generation: a handbook for visionaries, game changers, and challengers
Chan Kim W., Mauborgne R. - Blue Ocean Strategy, Expanded Edition: How to Create Uncontested Market Space and Make the Competition Irrelevant
- Kotler P., Armstrong G., Principles of Marketing, Pearson Prentice Hall, 2021
- Kotler P., Keller K.L., Il Marketing del nuovo millennio, Pearson Prentice Hall, 2008
- Hall C.M., Mitchell R., Wine Marketing: a practical guide, Butterworth-Heinemann, 2008
Additional references will be given during the course on specific topics.
Second part of the course (Prof. A. de Seneen):
Osterwalder A., Pigneur Y. – Business model generation: a handbook for visionaries, game changers, and challengers
Chan Kim W., Mauborgne R. - Blue Ocean Strategy, Expanded Edition: How to Create Uncontested Market Space and Make the Competition Irrelevant
Contents
Program of the first part of the course (Prof. E. Virtuani)
Introduction to Marketing Management: the fundamental concepts and orientations
- Agri-food Systems: analysis of the food system structure and the food&wine experience as a key element for local development.
- Food marketing process: from food industry and business environment analysis to creating value for the client through strategic and marketing management planning;
- Consumer behavior analysis: perceived quality concept, consumer preferences and food attributes;
- Strategic orientations of firms, key elements of the firm’s culture that guide interactions with the marketplace;
- Marketing program implementation: objectives and strategies, market analysis and segmentation, targeting, positioning and marketing mix.
- Marketing-mix levers: product strategies, pricing policies, integrated marketing communication, advertising campaigns, media-mix decisions, digital and social marketing tools and retailing channels;
- Experiential Marketing and visual merchandising.
Program of the second part of the course (Prof. A. de Seneen):
- Introduction to the Business Model in Food & Agribusiness: the fundamental components of an effective business model; creation, distribution, and capture of value within the agrifood system.
- Business Model Canvas: Tools for Analysis and Design:
• Structure, logic, and applications of the Business Model Canvas.
• Reading and interpreting the connections among the building blocks.
• Case study analysis in the agrifood sector.
- Strategies for Innovation and Competitiveness: Introduction to the Blue Ocean Strategy; tools for creating new market spaces and redefining customer value; Empathy Value Map and Value Proposition Design.
- Sustainability and Circular Business Models: the evolution towards Circular Economy models; designing sustainable business models—from economic value to environmental and social value; the role of technology, innovation, and sustainable value communication.
Introduction to Marketing Management: the fundamental concepts and orientations
- Agri-food Systems: analysis of the food system structure and the food&wine experience as a key element for local development.
- Food marketing process: from food industry and business environment analysis to creating value for the client through strategic and marketing management planning;
- Consumer behavior analysis: perceived quality concept, consumer preferences and food attributes;
- Strategic orientations of firms, key elements of the firm’s culture that guide interactions with the marketplace;
- Marketing program implementation: objectives and strategies, market analysis and segmentation, targeting, positioning and marketing mix.
- Marketing-mix levers: product strategies, pricing policies, integrated marketing communication, advertising campaigns, media-mix decisions, digital and social marketing tools and retailing channels;
- Experiential Marketing and visual merchandising.
Program of the second part of the course (Prof. A. de Seneen):
- Introduction to the Business Model in Food & Agribusiness: the fundamental components of an effective business model; creation, distribution, and capture of value within the agrifood system.
- Business Model Canvas: Tools for Analysis and Design:
• Structure, logic, and applications of the Business Model Canvas.
• Reading and interpreting the connections among the building blocks.
• Case study analysis in the agrifood sector.
- Strategies for Innovation and Competitiveness: Introduction to the Blue Ocean Strategy; tools for creating new market spaces and redefining customer value; Empathy Value Map and Value Proposition Design.
- Sustainability and Circular Business Models: the evolution towards Circular Economy models; designing sustainable business models—from economic value to environmental and social value; the role of technology, innovation, and sustainable value communication.
Course Language
ENGLISH
Degrees
Degrees
AGRI-FOOD SUSTAINABILITY
Master’s Degree
2 years
No Results Found
People
People (2)
Teaching staff
Teaching staff
No Results Found