Food marketing and consumer behavior

A.Y. 2020/2021
6
Max ECTS
48
Overall hours
SSD
AGR/01
Language
English
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.
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.
Course syllabus and organization

Single session

Responsible
Lesson period
First semester
https://www.unimi.it/it/corsi/insegnamenti-dei-corsi-di-laurea/2020/foo…
TEACHING METHODS
The lectures will be held online (using the Microsoft Teams platform), according to the published calendar and the indications given by the University. The lessons will be recorded and made available on the Ariel website. Information on the organization of lessons and how to access Microsoft Teams and any other information on teaching will be available on the ARIEL website of the course. We recommend that you consult it regularly. Based on the evolution of the epidemic and in compliance with the relevant regulations, it will be possible to modify the modalities of the activities planned in the classroom, informing the students via ARIEL.
PROGRAM AND REFERENCE MATERIAL
The teaching program and reference material will not be affected.
METHOD OF VERIFICATION OF LEARNING
Learning is verified through an oral test aimed at highlighting knowledge relating to consumer behavior and the methodologies used by marketing to analyze and interpret such behavior.
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 (depend on the time)
- Labelling
- Sustainability
- Ethics
- Food away from home
- Geographically differentiated products
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
Assessment methods and Criteria
The exam consists of a written test and an oral test. The written test consists of a report relating to a research work carried out in a group by the students. The oral exam consists of questions related to the teaching program in order to assess the knowledge and understanding of the topics covered.
The final mark is the result of the average of the two marks. The mark is expressed in thirtieths and will be communicated immediately at the end of the oral exam.
AGR/01 - AGRICULTURAL ECONOMICS AND RURAL APPRAISAL - University credits: 6
Lessons: 48 hours
Educational website(s)
Professor(s)