课程信息
4.2
55 个评分
21 个审阅
Have a look at our trailer for a brief introduction to this course: https://youtu.be/GADAgxTHjgE In this course, you learn how the agro-food value chain approaches the challenge of constantly improving its competitiveness by producing high quality food and products and also aiming to attain greater sustainability. Some of the topics of this course are: • The notion of quality for food and agricultural products and consumer value. • How to conduct market research in this field. • Labelling, branding and pricing strategies, as-well as innovation in the agro-food sector. • How sustainability can be used as a competitive advantage through corporate social responsibility. • The role and different types of industrial standards. • The different forms of coordination in the chain, in particular with regard to the retailing and distribution sector. This course is taught by a group of international experts from Universities in Italy, Germany, Ireland, Scotland and the Netherlands. Each of them will give you insights into a specific topic related to food quality and the organization of the agro-food value chains....
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Intermediate Level

中级

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建议:2-3 hours per week for 6 weeks.

完成时间大约为16 小时
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English

字幕:English
Globe

100% 在线课程

立即开始,按照自己的计划学习。
Calendar

可灵活调整截止日期

根据您的日程表重置截止日期。
Intermediate Level

中级

Clock

建议:2-3 hours per week for 6 weeks.

完成时间大约为16 小时
Comment Dots

English

字幕:English

教学大纲 - 您将从这门课程中学到什么

1

章节
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完成时间为 1 小时

Module 1: Introduction

This module will give you an introduction and overview of the course. In the second lesson of this module, we will talk about the current challenges and trends in the agro-food value chain. In the third lesson of this module, the concept of quality in the agro-food value chain will be introduced. The module finishes with the fourth lesson, which gives you an overview of the food value chain....
Reading
4 个视频(共 30 分钟), 4 个测验
Video4 个视频
Challenges and Trends8分钟
Food Quality7分钟
The Food Value Chain6分钟
Quiz4 个练习
Lesson 1 - Introduction2分钟
Trend in Agro-Food Value Chain6分钟
Consumer Requirements6分钟
Distribution of Value6分钟
Clock
完成时间为 1 小时

Module 2: Quality and Consumers

In this module you will learn about the relationship between quality and consumer value. After the module you will be able to describe consumer choices in a differentiated market and explain the link between quality and value. You will also learn about strategies for building consumer value. ...
Reading
5 个视频(共 44 分钟), 5 个测验
Video5 个视频
Part 2: Quality and Consumer Value14分钟
Part 3: Quality and Consumer Value1分钟
Part 1: Strategies for Value Creation15分钟
Part 2: Strategies for Value Creation4分钟
Quiz5 个练习
Part 1: Quality and Consumer Value4分钟
Part 2: Quality and Consumer Value8分钟
Part 3: Quality and Consumer Value4分钟
Part 1: Strategies for Value Creation8分钟
Part 2: Strategies for Value Creation4分钟

2

章节
Clock
完成时间为 1 小时

Module 3: Market Research

In Module 3 you will learn about market research. After the module you will know the definition, role and types of market research in addition to the research process and the ethics of market research. In the second lesson of the module you will learn about the different types of data and various methods of data collection. The last lesson of the module then deals with data analysis, where you will learn about the most commonly used statistical and econometric techniques to analyze data....
Reading
7 个视频(共 65 分钟), 7 个测验
Video7 个视频
Part 2: Introduction to Market Research16分钟
Data Types and Data Collection15分钟
Part 1: Data Analysis5分钟
Part 2: Data Analysis5分钟
Part 3: Data Analysis4分钟
Part 4: Data Analysis8分钟
Quiz7 个练习
Part 1: Introduction to Market Research2分钟
Part 2: Introduction to Market Research4分钟
Data Types and Data Collection6分钟
Part 1: Data Analysis2分钟
Part 2: Data Analysis2分钟
Part 3: Data Analysis2分钟
Part 4: Data Analysis4分钟
Clock
完成时间为 1 小时

Module 4: Asymmetric Information about Quality

In Module 4 you will learn about asymmetric information with regard to food quality. In the first lesson of the module we will introduce the concepts of asymmetric information, adverse selection, moral hazard, and market failure. That way you will be able to explain the role of information for the functioning of a market. In the second lesson we will talk about the product attributes and their classification. After the lesson you will be able to classify product attributes based on when consumers are able to assess their true qualities....
Reading
5 个视频(共 37 分钟), 5 个测验
Video5 个视频
Part 2: Asymmetric Information and Market Failures6分钟
Part 3: Asymmetric Information and Market Failures9分钟
Part 4: Asymmetric Information and Market Failures11分钟
Product Attributes and their Classification5分钟
Quiz5 个练习
Part 1: Asymmetric Information and Market Failures4分钟
Part 2: Asymmetric Information and Market Failures6分钟
Part 3: Asymmetric Information and Market Failures4分钟
Part 4: Asymmetric Information and Market Failures2分钟
Product Attributes and their Classification4分钟

3

章节
Clock
完成时间为 1 小时

Module 5: Food Labeling

In Module 5 you will be introduced to “Food Labeling”. In this module you will learn how labels can work as a tool to solve market failures due to asymmetric information and hear about reputation mechanisms based on trust and signaling. ...
Reading
4 个视频(共 36 分钟), 4 个测验
Video4 个视频
Part 2: Solving Market Failures8分钟
Part 1: Trust and Signaling9分钟
Part 2: Trust and Signalling9分钟
Quiz4 个练习
Part 1: Solving Market Failures4分钟
Part 2: Solving Market Failures10分钟
Part 1:Trust and Signaling4分钟
Part 2: Trust and Signalling4分钟
Clock
完成时间为 1 小时

Module 6: Pricing Strategies and Implications

In Module 6 we will talk about the effect of price as a signal for quality. The module also includes the implication of consumer psychology and quality perceptions on pricing tactics. At the end of this module...
Reading
3 个视频(共 24 分钟), 3 个测验
Video3 个视频
Psychological Pricing8分钟
Retailer pricing behaviour5分钟
Quiz3 个练习
Basic pricing strategies4分钟
Psychological Pricing4分钟
Retailer Pricing Behaviour with Implication to Farmers’ Welfare4分钟
Clock
完成时间为 1 小时

Module 7: Consumer Behavior and Brand Personality

In module 7 you will learn about consumer behavior and the dimension and use of brand personalities. In the first lesson you will learn about the consumer's purchasing process. In the 2nd lesson we will talk about consumer characteristics. Finally, you will hear about segmentation, positioning, and brand personality....
Reading
3 个视频(共 21 分钟), 3 个测验
Video3 个视频
Consumer characteristics7分钟
Segmentation, positioning, and brand personality7分钟
Quiz3 个练习
Consumer’s purchasing process4分钟
Consumer characteristics4分钟
Segmentation, positioning, and brand personality4分钟

4

章节
Clock
完成时间为 1 小时

Module 8: Geographical Indicators

This module is about “Geographical Indicators”. After the module you will be able to explain the notion of “Geographical Indication” and the key facts about the protection of GIs in the EU. You will also be able to explain the importance of the GI sector within the EU market....
Reading
3 个视频(共 30 分钟), 3 个测验
Video3 个视频
Part 2: Geographical Indications (GI): concept, relevance and protection8分钟
GIs and market efficiency15分钟
Quiz3 个练习
Part 1: Geographical Indications (GI): concept, relevance and protection4分钟
Part 2: Geographical Indications (GI): concept, relevance and protection4分钟
GIs and market efficiency4分钟
Clock
完成时间为 1 小时

Module 9: Innovation and Quality

In this module you will learn about innovation and quality. You will be able to define what is innovation and state the differences between the many types of innovations. You will also be able to explain how innovations are generated and how the drivers and barriers of innovation in the agro-food sector arise. ...
Reading
7 个视频(共 50 分钟), 7 个测验
Video7 个视频
Part 2: Definitions and Types of Innovation6分钟
Part 1: Models and Diffusion of Innovation4分钟
Part 2: Models and Diffusion of Innovation7分钟
Part 3: Models and Diffusion of Innovation5分钟
Part 1: Drivers and Barriers of Innovation9分钟
Part 2: Drivers and Barriers of Innovation7分钟
Quiz7 个练习
Part 1: Definitions and Types of Innovation8分钟
Part 2: Definitions and Types of Innovation4分钟
Part 1: Models and Diffusion of Innovation4分钟
Part 2: Models and Diffusion of Innovation4分钟
Part 3: Models and Diffusion of Innovation4分钟
Part 1: Drivers and Barriers of Innovation4分钟
Part 2: Drivers and Barriers of Innovation4分钟
4.2
Briefcase

83%

通过此课程获得实实在在的工作福利

热门审阅

创建者 SGJul 22nd 2018

Excellent for agricultural economics students!!!! Simple, concise and complete !!!

创建者 ASApr 3rd 2018

Excellent Course! Must Recommended to all agricultural science students….

讲师

Hannes Lang

Research Associate
Technical University of Munich

Luisa Menapace

Professor
Technical University of Munich

Faical Akaichi

Research Economist
Scotland’s Rural College

Francesco Bimbo

Research Economist
Wageningen University

Montserrat Costa-Font

Research Economist
Scotland’s Rural College

Carlo Russo

Associate Professor
University of Cassino and Lazio Meridionale

Chenguang Li

Research Economist
University College Dublin

关于 Technische Universität München (TUM)

Technische Universität München (TUM) is one of Europe’s top universities. It is committed to excellence in research and teaching, interdisciplinary education and the active promotion of promising young scientists. The university forges strong links with companies and scientific institutions across the world. TUM was one of the first universities in Germany to be named a University of Excellence. TUM does not pass any personal data to the platform providers. If you take part in one of our MOOCs, please refer to the data protection guidelines in the terms and conditions of the provider....

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