Marketing, Value Chains

main objectives

1/ To be familiar with the tools for economic analysis of a market – interpret, describe and analyze a marketing strategy,2/ To know how to identify the actors of a value chains and their interactions “from farm to fork” – Integrate the diversity of target audiences and their expectations,3/ To be familiar with and learn to detect the main consumption trend- Learn the key role of the consumer,- within a given market,- within a given value chain,

general content

• Consumers,- Nutritional challenges and public health issues,- Changes in eating habits,- Human nutrition in relation to public health policies and the transformation of agricultural products,,• Marketing,- Marketing research/study,- Strategic Marketing,- Operational Marketing,- Know how to write a brief on innovation integrating the regulatory aspect,,•Value Chain (IFI only),- Description and analysis of a value chain,- Group work on a given value chain, supported by a pair of professors (technical/market) in order to cover the technical aspect and the market aspect related to a value chain at the same time,,Specific IFA Class:,- Presentation of DF Marketing- value chain(1.5 hrs Seminar-TD),- Marketing support DF (B to B marketing and marketing services) or 2 Lectures (CM),- Status update on the progress of DF MAFIL (1 Seminar-TD),- Mutualization of the Marketing DF value chain1/2 hr per DF x 26-27) – Seminars (TD): 7h in ½ group,

pedagogy

Lectures (CM) ,Seminars (TD): Know how to analyze a market,Group work on the analysis of a value chain and mutualization of work (IFI only),

evaluation

• Marketing – Individual Exam 2 hr (N. Fontaine / M. Pourrias) - 2 ECTS,• Consumers (Exam 1 hr – V. RAHALI, M-H. of Winemaking, M. Chauliac) - 1 ECTS,• Value Chain Dossier Report (group work) – IFI only - 2 ECTS,