Food Companies Organization and Marketing

Year of erogation: 
Unit Coordinator: 
Disciplinary Sector: 
Rural economy and evaluation
Second semester
Year of study: 
Language of instruction: 


Learning outcomes of the course unit

Understanding the management and marketing of a food farm and firm , both with a supply chain and industry perspective and the food consumers’ perception and preferences.
Students will gain skills related to the analysis of case studies (e.g., the analysis of agro-food chain, or geographical indications) using the knowledge acquired during the course.

Course contents summary

Develop an integrated system of knowledge capable of introducing students to the study of structural and evolutionary dynamics of the food industry on competitive corporate governance illustrate the general aspects of structure and operation of food businesses and specific analysis of competitive forces.
International Marketing

Course contents

The company: characteristics, purposes and models of representation
Activities, processes and operating systems
The budget model
Accounting tools for economic decisions
The traditional concept of marketing
The concept of market orientation
Strategic, analytical, cognitive and operational marketing
Globalization of markets and emerging values
The new digital technologies
Formulating the corporate strategy: the canvas model
International marketing (introduction)

Recommended readings

autore: Cristina Mora

Teaching methods


Assessment methods and criteria

• The final exam will be written (at least three open-ended questions).
• The knowledge that we intend to evaluate concern the whole program, i.e.: 1) Micro-economics, 2) Agri-food system organisation, 3) Cooperatives and producer’s associations, 4) Quality specification in the agri-food system and Geographical Indications, 5) Agricultural policy: evolution of Common Agricultural Policy (CAP) and 6) Food safety policy. The skills that will be assessed are related to the student's ability to apply these concepts in the case studies proposed by the teacher during the final examination. In the examination, the teacher will provide students with at least three open-ended questions.
• The criteria used to evaluate students are: a) ability to use the knowledge transmitted during the course, in concrete case studies suggested by the teacher in the three questions of the final examination, b) ability to argue the responses with the use of formulas and graphics, to analyze from an economic point of view the proposed case studies, c) formal language and use of specific terminology. For each question these three criteria will be weighed in the following way: a) 50%, b) 30%, c) 20%. For each of the three questions, the teacher will assign a score from 1 to 10 using the weights for the three criteria; to achieve the minimum evaluation candidates must achieve a total score greater than or equal to 18