The course of Enogastronomy Marketing discusses the various issues related to the management of the relationship between food and market business. At the end of the lessons, students will be able to define the guidelines and contents of a marketing plan for a small / medium enterprise (in the field of catering, production or distribution of food) including analysis of the market (demand, consumers and competitors ); strategy (target, positioning and objectives); offering (product, price, channels and business communications) and related budget.
teacher profile teaching materials
Fruizione: 21201528-1 MARKETING in Economia e gestione aziendale L-18 N0 PRATESI CARLO ALBERTO
Programme
Introduction to marketing management and market orientation, context analysis, consumer behavior, demand segmentation, business to business marketing, competitors analysis, marketing strategy: target, positioning and objectives, corporate strategy, decisions related to the product and service, price, distribution and communication, digital marketing, CRM, brand management and internationalization.Core Documentation
Peter, Donnelly, Pratesi, Marketing, McGraw Hill (most recent edition)Type of delivery of the course
Lectures, business talks, plenary discussions, teamwork on projects.Type of evaluation
Evaluation takes place through a written test: 15 questions (open and multiple-choice) to be answered in less than 45 minutes. It is possible (and not compulsory) to upgrade the final mark adding the score achieved by participating in the team project work