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. 2015/2016
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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 (2015/2016)
Teaching code
4S003248
Teacher
Coordinator
Credits
9
Language
Italian
Scientific Disciplinary Sector (SSD)
AGR/01 - AGRICULTURAL ECONOMICS AND RURAL APPRAISAL
Period
Secondo Semestre Magistrali dal Feb 22, 2016 al Jun 1, 2016.
Learning outcomes
The course aims to lead the student to the specificities and the analysis approaches of food and wine marketing. In particular, it intends to examine the aspects of differentiation, food quality and origin, and to deepen the methodologies to analyse consumer perceptions and estimate the consumer willingness to pay. Starting from the EU and national regulatory framework, the course will provide the students with the main marketing tools for the processes of promotion of food and wine typical production and territorial marketing. Brand strategies in wine and food systems will be analysed.
Program
The agro-food system and the specificities of food marketing
Analysis of the food consumer
Brand strategies and collective brands
Food and wine packaging and labelling
Communication in the agro-food system
Collective comunication and the role of "Consorzio di Tutela"
Distribution channels and vertical integration
Territorial marketing and role of agro-food firms
Food and wine tourism
The material for study consists of presentations, lecture notes, teaching material and references delivered during the course and through the e-learning platform.
Examination Methods
Learning will be assessed through oral exam. The exam consists of a discussion aimed at verifying depth and breadth of knowledge, propriety of language and ability of critical analyisis.