Management of gastronomic sciences for wellbeing

The course aims to provide knowledge of the main communication theories that can explain and allow you to consciously apply traditional and innovative communication strategies to the food and wine sector. In particular, digital communication will be proposed within the course as a real ally to make even more visible a system of production and distribution of food and wine and hospitality services to be recognized as an integral part of the great Italian heritage of culture and tradition. Tools will be provided within the path to understand and implement strategies aimed at improving and promoting the image of the company, so that it appears strong, competitive, dynamic and in line with the current needs of customers; generate interest in products and services; develop customer retention and customer acquisition actions; analyse the market in which it operates, competition, risks and business opportunities; monitoring changes in the social media landscape; creating appropriate promotional strategies, integrating online tools with traditional marketing techniques, free or paid media; following the development and implementation of campaigns, controlling investments and avoiding failures. In this perspective, students will be involved in case studies analysis activities and in presentations and discussions of empirical research results, in the design of internal and external communication strategies of companies and enhancement of the sector in local and/ or global contexts.

Basic knowledge of sociology of culture and communication.

Rosati, M., Gavrila M., La qualità si fa strada. Street food – Nuova gastronomia e marketing digitale, Edizioni Qualivita, Siena 2016, pp. 195, ISBN:978-88-96530-39-9 (the text will be provided to the students in digital format)

Recommended, especially for the laboratory part

The evaluation will consider the active participation in the lessons; the quality of the project work carried out and the knowledge of the topics covered during the course.

Frontal lessons will be supported by project work, testimonials, and experimental teaching.