Università Roma Tre

The course is divided into four macro-themes:
1. Essentials of Marketing
In particular, the following topics will be treated:
Consumer Behavior (with a focus on CB towards food products)
Segmentation
Marketing Researches
Marketing Strategy and Marketing Mix
Marketing Plan
2. Food Marketing
In particular, the following topics will be treated:
Food products offer
Sales channels
Syllabus Food Marketing
Food Export and the Italian sounding phenomenon
Food consumption and nutritional marketing
Product strategy
Price strategy
Distribution strategy
Communication and online marketing strategies for protected designation and typical products
Crisis management and online reputation
3. Food Service Marketing and Food and Wine Tourism
In particular, the following topics will be treated:
Food service and Food Tourism marketing mix
The menu as a marketing tool
Wine Marketing
Online Marketing Strategies applied to food service
4. Food and Sustainability
In particular, the following topics will be treated:
Food and its environmental impacts (focus on sustainability labels and on food waste issue)
Food and its impacts on people’s health (focus on nutritional marketing and kids advertising)
Green Marketing applied to food industry

Marketing, 6/ed., written by J. Paul Peter, James H. Donnelly, Jr., Carlo Alberto Pratesi, McGraw-Hill ed.
• Marketing del Gusto, di Scarso S.G. e Squadrilli L., LSWR ed.
• Il Cibo perfetto, di Marino M. Pratesi C.A., Edizioni Ambiente
• Articles and case study delivered by the instructor

The course is divided into four macro-themes:
1. Essentials of Marketing
In particular, the following topics will be treated:
Consumer Behavior (with a focus on CB towards food products)
Segmentation
Marketing Researches
Marketing Strategy and Marketing Mix
Marketing Plan
2. Food Marketing
In particular, the following topics will be treated:
Food products offer
Sales channels
Syllabus Food Marketing
Food Export and the Italian sounding phenomenon
Food consumption and nutritional marketing
Product strategy
Price strategy
Distribution strategy
Communication and online marketing strategies for protected designation and typical products
Crisis management and online reputation
3. Food Service Marketing and Food and Wine Tourism
In particular, the following topics will be treated:
Food service and Food Tourism marketing mix
The menu as a marketing tool
Wine Marketing
Online Marketing Strategies applied to food service
4. Food and Sustainability
In particular, the following topics will be treated:
Food and its environmental impacts (focus on sustainability labels and on food waste issue)
Food and its impacts on people’s health (focus on nutritional marketing and kids advertising)
Green Marketing applied to food industry

Marketing, 6/ed., written by J. Paul Peter, James H. Donnelly, Jr., Carlo Alberto Pratesi, McGraw-Hill ed.
• Marketing del Gusto, di Scarso S.G. e Squadrilli L., LSWR ed.
• Il Cibo perfetto, di Marino M. Pratesi C.A., Edizioni Ambiente
Articles and case study delivered by the instructor