Studying at the University of Verona
Here you can find information on the organisational aspects of the Programme, lecture timetables, learning activities and useful contact details for your time at the University, from enrolment to graduation.
Study Plan
This information is intended exclusively for students already enrolled in this course.If you are a new student interested in enrolling, you can find information about the course of study on the course page:
Laurea magistrale in Marketing e comunicazione d'impresa - Enrollment from 2025/2026The Study Plan includes all modules, teaching and learning activities that each student will need to undertake during their time at the University.
Please select your Study Plan based on your enrollment year.
1° Year
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2° Year activated in the A.Y. 2024/2025
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Legend | Type of training activity (TTA)
TAF (Type of Educational Activity) All courses and activities are classified into different types of educational activities, indicated by a letter.
Food and wine marketing (2024/2025)
Teaching code
4S003248
Academic staff
Coordinator
Credits
9
Language
Italian
Scientific Disciplinary Sector (SSD)
AGR/01 - AGRICULTURAL ECONOMICS AND RURAL APPRAISAL
Period
Secondo semestre LM dal Feb 17, 2025 al May 23, 2025.
Courses Single
Authorized
Learning objectives
The course aims to study contexts, specificities and analytical approaches in which agro-food businesses develop marketing and communication strategies. The course aims also to analyse the main dimensions of food and wine marketing. In particular, it intends to deep some focal topics, such as product differentiation, perception of food quality, consumer behaviour, typicality, and individual and collective branding. At the end of the course, the student will be able to understand the main strategic levers to promote food and wine products, especially in the context of typical production, and territorial and destination marketing.
Prerequisites and basic notions
No prior knowledge is required.
Program
The agro-food system and the specificities of food marketing
The market context of agro-food products
Trends in the food and wine system
Analysis of the food consumer
Food choice and food quality perception
Brand strategies, corporate and collective brands
Food and wine packaging and labelling
Food labels
Traditional and typical wine and food productions
Terroir marketing
Communication in the agro-food system
Territorial marketing and role of agro-food firms
Food and wine supply and destination branding
Bibliography
Didactic methods
Lectures include lecturer's presentations combining the theoretical insights with the analysis of case studies and practical applications to be carried out individually and in team work. Seminars are planned with experts and professionals in the sector.
Learning assessment procedures
Learning will be assessed through an oral exam.
Evaluation criteria
The exam will consist of three questions through which a discussion will be developed with the purpose to verify depth and breadth of knowledge, language skills, ability to critical analyisis and ability to link the different topics proposed by the course.
Criteria for the composition of the final grade
The exam potentially concerns all the topics included in the course programme. The three discussion questions will have th same weight in the composition of the final mark. The final assessment is expressed on a 30-point scale.
Exam language
italiano
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