This course explores how market research is used by the actors in the value chains for positioning and promotion of food (course held in english).
The objective of the course is to highlight how research marketing techniques can be mobilized for developing supply chains, in order to create and distribute value. Students will be invited to discover advanced tools in marketing research (retailer and consumer panel data analysis, Likert scales. conjoint analysis and contingent valuation...), illustrated by a set of up date case-studies presented by professional invited lectures. This approach will allow students to be informed about present discussions in the Swiss agri-food supply chains.
Some lectures are focused on methods presentation. Students then choose a mini-case, which they will carry out in groups of 5-6 students. Various issues are the key points of the mini-cases: construction of a USP (Unique Selling Proposition) for sustainability standards, ethical claims or origin-based labels; marketing and promotion of PDO-PGI products; marketing and promotion of organic products, collective promotion on Swiss products in Switzerland and abroad; produits du terroir and gastronomy; short supply chain; public procurement.
paper copies of the presentations are distributed during the lecture.