Marketing, Value Chains

main objectives

1/ Identifying major consumer trends - Understanding the key role of the consumer ,within a market and in an agri-food chain.,2/ Describe and analyze a market and the marketing strategy of a brand using the tools of economic and marketing analysis of the market,3/ Solve a case study related to a marketing issue,4/ Identify members of the agri-food chain (farm to fork) and their interactions. Integrate diverse targets and expectations,,

general content

• Consumers: ,- Nutritional and public health issues,- Evolution of eating behaviors,- Human nutrition in relation to public health policies and in relation to processing of agricultural products, ,• Marketing ,- Study Marketing ,- Strategic Marketing ,- Operational marketing ,- Write an innovation brief integrating regulatory aspects,,•Agri-food chains,- Analysis of an agri-food chain - Method, ,Specific training for Engineers on apprenticeships: ,- presentation of the Marketing-Agrifood chain training file ,- Marketing B to B, and marketing of services ,- Support for the design of the training file ,- Pooling of the Marketing-Agrifood chain training file ,

pedagogy

Lectures and tutorials ,Project : Group work on a given sector, supervised by a pair of teachers (technical / market) in order to cover both the technical aspect and the market aspect related to an agri-food chain.,

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,,