THREE-DIMENSIONAL MODELING

Course objectives

The course aims to provide students with the basic theories on communication in the agri-food sector, with in-depth information on communication ethics in marketing and social media. Students will deepen the formats of photographic and video representation in the gastronomic field, with a particular focus on web and social environments, production issues, content creation, and on the value of storytelling in promoting the gastronomic heritage of the territory.

Channel 1
Chiara Bartoli Lecturers' profile

Program - Frequency - Exams

Course program
Part One. The company: definition, objectives, components and economic and social role. The value chain and the role of innovation. The Business Model. Formulating strategy in the company: Analysis of the external environment and the competitive environment. Analysis of resources and skills. The SWOT matrix. Business strategies. Part Two. The role of marketing in business. Analysis of demand with a focus on food and wine trends. Segmentation and targeting. Buyer personas. The customer journey. Part Three. Formulating the product offering. From the product system to the product offering. The brand system. Distribution. Pricing decisions and the role of marketing promotions.
Books
1) Matteo Caroli: Economia e gestione sostenibile delle imprese, ed. 2021 McGraw-Hill Education 2) Mattiacci A. Pastore A. (2021) Marketing, Hoepli Editore, Milano (nuova edizione) 3) Bartoli Chiara (2025) Phygital transformation. Costruire valore nell'era delle tecnologie ibride
  • Academic year2025/2026
  • CourseGastronomic and wellness sciences, cultures and politics
  • CurriculumSingle curriculum
  • Year3rd year
  • Semester2nd semester
  • SSDSECS-P/08
  • CFU4