Course Code Course Title ECTS Credits MBAN-803 Marketing of Food and 7.5 Products Department Semester Prerequisites School of Business Fall/Spring/Summer None Type of Course Field Language of Instruction Elective Economics English/Greek Level of Course Year of Study Mode of Delivery 2 nd Cycle 2nd Taught/e-learning Course leader Lecturer Student Consultation Hrs Prof. Philippos Karipidis Prof. Philippos Karipidis By appointment Objectives of the Course: The course provides selected issues of marketing of agricultural products and foodstuffs. More specifically: It presents the structure and operation of the marketing system of agricultural and food products and examines its effectiveness and profitability. Examines selected issues in connection with the marketing strategies and marketing functions of agricultural products, with special reference to quality issues. It presents the formation of the prices of agricultural products, in combination with the pricing strategies and pricing schemes, and the methods of price analysis. It presents the transnational view of the agricultural trade and the basic operations in international markets, combined with the global food supply chain. It analyses the management issues of the future markets for agricultural and food products in relation to the marketing risks and their impacts. It presents selected behavioural issues of the consumers of agricultural and food products, in combination with food market research methods. It analyses the relations of the agricultural marketing with the environment and society and it presents certain critical issues of these relationships. It presents the response of marketing in selected trade public policy issues concerning the consumers, trade and agricultural markets. Learning Outcomes: After completion of the course student is expected to be able to: 1
Analyse the structure of the marketing system of agricultural and food products and assesses its effectiveness and efficiency. Analyse the quality strategy in the food supply and handles the quality dimensions at enterprise and supply chain level in the context of a customer-oriented structure. Interpret the changes in prices of agricultural products and foodstuffs, analyse, make predictions about the prices and evaluate pricing systems and strategies. Understand the transnational form of the trade of agricultural products and food and interpret the basic functions and activities in international markets. Identify and analyse the marketing issues of specific agricultural and food at supply chain level. Analyse the management parameters of the future markets for agricultural and food products in relation to the risks and asses their impact. Interpret and handle the behavioural issues of consumers of agricultural products and foodstuffs, by using the appropriate market research methods. Understand the relationships of agricultural marketing with environment and society and handle the critical issues of these relationships. Interprets and evaluates the response of the marketing of agricultural products and foodstuffs in policy regulations. Course Contents: Introduction to the marketing of agricultural products and foodstuffs: Specialties Functions Structure of the marketing system Marketing cost Effectiveness and efficiency of agricultural marketing Marketing channels of agricultural products and foodstuffs: Participants The role of the marketing boards Vertical coordination Cooperatives Multidisciplinary models Quality strategy in the agri-food sector: Quality management Quality assurance / quality management Dietary risks and traceability Quality improvement Quality signaling Quality Policy Analysis of the prices of agricultural products and foodstuffs: Price formation and fluctuations 2
Regression model Advertising and Price Time series analysis Hedonic price analysis Pricing strategies and schemes: Game Theory with dominant -strategy Models for imperfect competition Pricing for minimizing competitors Price discrimination Bundling International agricultural trade: Trade between countries Balanced trade Barriers to trade Balance of international market World food supply networks Management of the supply of agricultural products and foodstuffs: Developments in food supply networks Collection and storage of agricultural products Development of nutritional innovations / products Marketing of producer groups Reverse marketing Management of future markets: Future exchanges Futures Market Hedging Warrants in contracts Consumer behaviour and food market research: Behavioural models Food consumption patterns Food market segmentation Food market research methods marketing, environment and society Environmental Hazards Agrochemicals Genetically modified Antibiotics Social responsibility Green marketing Response of marketing of agricultural products and foodstuffs in policy regulations: Consumers protection Quality of life and welfare Trade facilitation and competitiveness Export policy Environmental regulations 3
Teaching Methods: Power point and articulate presentations, lectures, case studies and exercises. Assessment Methods: Exercises (2) Assignment (1) Final Exam Required Textbook: Authors Title Publisher Year ISBN Norwood, F. B. and Lusk, L. J. 2007 978-0132211215 Recommended Textbooks: marketing and price analysis Pearson Education, Inc. Authors Title Publisher Year ISBN Lindgreen, A., Hingley, M., Harness, D., Custance, P. Market Orientation: Transforming Food and Agribusiness around the Customer Gower 2010 978-0-566-09208-4 Rhodes, J. V., Dauve J. L., Parcell, J. L. The Marketing System Holcomb Hathaway publ 2007 1-890871- 68-0 Kohls, R. L., & Uhl, J. N. Marketing of Products Pearson education /Prentice Hall 2002 0-13- 010584-8 Bourlakis, M.A. Gardner, B. and Rausser, G. Eds Καμενίδης, Χ. Καρσπίδης, Φ. Food Supply Chain Management Handbook of Economics, V. 1B, Marketing, Distribution and Consumers Μάρκετινγκ Αγροτικών Προϊόντων ΕΙΔΙΚΑ ΘΕΜΑΤΑ ΠΟΙΟΤΗΤΑΣ: Blackwell publishing 2004 1-4051- 0168-7 Elsevier 2000 0-444- 50729-9 Κσριακίδης 2010 978-960- 467-205-9 ΖΗΤΗ 2008 978-960- 456-116-2 4
Αποζηολόποσλος Κ. (επιμ.) ζσλλογικό έργο Ευαρμογές στη Γεωργία και στα Τρόυιμα ΤΡΟΦΘΜΑ και ΚΑΤΑΝΑΛΩΤΗΣ ΕΛΛΗΝΟΕΚΔΟΤΘΚΗ 2009 978-960- 8458-15-4 5