751-1710-00L  Agri-Food Marketing

SemesterSpring Semester 2015
LecturersD. Barjolle, O. Schmid
Periodicityyearly recurring course
Language of instructionEnglish



Courses

NumberTitleHoursLecturers
751-1710-00 GAgri-Food Marketing2 hrs
Tue13:15-15:00CHN D 48 »
D. Barjolle, O. Schmid

Catalogue data

AbstractThis course explores how market research is used by the actors in the value chains for positioning and promotion of food (course held in english).
ObjectiveThe 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.
ContentSome 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.
Lecture notespaper copies of the presentations are distributed during the lecture.

Performance assessment

Performance assessment information (valid until the course unit is held again)
Performance assessment as a semester course
ECTS credits2 credits
ExaminersO. Schmid, D. Barjolle
Typeend-of-semester examination
Language of examinationEnglish
RepetitionA repetition date will be offered in the first two weeks of the semester immediately consecutive.

Learning materials

 
Main linkMoodle Kurs Agri-Food Marketing
Learning environmentMoodle-Kurs
Only public learning materials are listed.

Groups

No information on groups available.

Restrictions

There are no additional restrictions for the registration.

Offered in

ProgrammeSectionType
Agroecosystem Science MasterDecision Making in Food Value ChainsW+Information
Agroecosystem Science MasterAgricultural- & Food- and Environmental EconomicsWInformation
Agroecosystem Science MasterSafety and Quality in Agri-Food ChainWInformation
Food Science MasterSafety and Quality in Agri-Food ChainWInformation
Environmental Sciences MasterMinor in Environmental, Resource and Food EconomicsWInformation