Teaching code

4S010602

Credits

9

Coordinator

Claudia Bazzani

Language

Italian

Courses Single

Authorized with reserve

Moodle Seminars 0

The teaching is organized as follows:

Learning objectives

1. THEORY AND TECHNOLOGY OF COMMUNICATION: the course is oriented to: - Develop a general knowledge of fundamental characteristics of communicative processes and of interpersonal relations. - Present a review of principal results of communicative research on mass-media communication. - Reflect on the principal characteristics of communication processes emerging in the commercial field. At the end of the course the student must demonstrate: 1. to be able to use autonomously the fundamental concepts and the specific lexicon of communication theory, recognizing the definition of the elements of the communicative act; 2. to know how the verbal and nonverbal communication elements contribute to the effectiveness of public communication, building credibility and persuasion; 3. to know how to recognize the structural elements that distinguish face to face communication from mediated communication and both from mass communication; 4. to be able to use the concepts of communication theory to interpret the contemporary phenomenon of commercial communication.

Examination methods: The assessment test is intended to focus on the student's acquisition of the concepts and the basic lexicon relating to the structure of the communication, with particular reference to the differences between face-to-face, mediated and mass-media communication. In addition, the student must demonstrate that he possesses the conceptual elements to interpret the communicative processes involved in the socio-economic sector of consumption. Students must pass a written test with 33 questions.

2. FOOD MARKETING: the purpose of the course is to allow the student to acquire the main methodologies and marketing techniques used by companies to maximize the customer satisfaction in the agri-food sector, both in reference to the design of the product and the comprehension of the food chain coordination mechanisms. The main objective is to initiate students to develop interaction and understanding skills with respect to specific problems concerning the product innovation, the food marketing, the customer service, and the consumer health protection. The coherence of all these aspects with food and nutrition policy objectives will be also considered."

Examination methods: to pass the exam, students will have to demonstrate that they acquired abilities in the application of marketing levers aimed at designing product characteristics and managing the distribution system in diversified competitive contexts for the food company. These skills are verified through exercises applied to case studies previously presented and discussed in the classroom.