About this Course
4.2
47 ratings
18 reviews
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

Intermediate Level

Clock

Suggested: 2-3 hours per week for 6 weeks.

Approx. 19 hours to complete
Comment Dots

English

Subtitles: English
Globe

100% online courses

Start instantly and learn at your own schedule.
Calendar

Flexible deadlines

Reset deadlines in accordance to your schedule.
Intermediate Level

Intermediate Level

Clock

Suggested: 2-3 hours per week for 6 weeks.

Approx. 19 hours to complete
Comment Dots

English

Subtitles: English

Syllabus - What you will learn from this course

1

Section
Clock
1 hour to complete

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 videos (Total 30 min), 4 quizzes
Video4 videos
Challenges and Trends8m
Food Quality7m
The Food Value Chain6m
Quiz4 practice exercises
Lesson 1 - Introduction2m
Trend in Agro-Food Value Chain6m
Consumer Requirements6m
Distribution of Value6m
Clock
1 hour to complete

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 videos (Total 44 min), 5 quizzes
Video5 videos
Part 2: Quality and Consumer Value14m
Part 3: Quality and Consumer Value1m
Part 1: Strategies for Value Creation15m
Part 2: Strategies for Value Creation4m
Quiz5 practice exercises
Part 1: Quality and Consumer Value4m
Part 2: Quality and Consumer Value8m
Part 3: Quality and Consumer Value4m
Part 1: Strategies for Value Creation8m
Part 2: Strategies for Value Creation4m

2

Section
Clock
1 hour to complete

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 videos (Total 65 min), 7 quizzes
Video7 videos
Part 2: Introduction to Market Research16m
Data Types and Data Collection15m
Part 1: Data Analysis5m
Part 2: Data Analysis5m
Part 3: Data Analysis4m
Part 4: Data Analysis8m
Quiz7 practice exercises
Part 1: Introduction to Market Research2m
Part 2: Introduction to Market Research4m
Data Types and Data Collection6m
Part 1: Data Analysis2m
Part 2: Data Analysis2m
Part 3: Data Analysis2m
Part 4: Data Analysis4m
Clock
1 hour to complete

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 videos (Total 37 min), 5 quizzes
Video5 videos
Part 2: Asymmetric Information and Market Failures6m
Part 3: Asymmetric Information and Market Failures9m
Part 4: Asymmetric Information and Market Failures11m
Product Attributes and their Classification5m
Quiz5 practice exercises
Part 1: Asymmetric Information and Market Failures4m
Part 2: Asymmetric Information and Market Failures6m
Part 3: Asymmetric Information and Market Failures4m
Part 4: Asymmetric Information and Market Failures2m
Product Attributes and their Classification4m

3

Section
Clock
1 hour to complete

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 videos (Total 36 min), 4 quizzes
Video4 videos
Part 2: Solving Market Failures8m
Part 1: Trust and Signaling9m
Part 2: Trust and Signalling9m
Quiz4 practice exercises
Part 1: Solving Market Failures4m
Part 2: Solving Market Failures10m
Part 1:Trust and Signaling4m
Part 2: Trust and Signalling4m
Clock
1 hour to complete

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 videos (Total 24 min), 3 quizzes
Video3 videos
Psychological Pricing8m
Retailer pricing behaviour5m
Quiz3 practice exercises
Basic pricing strategies4m
Psychological Pricing4m
Retailer Pricing Behaviour with Implication to Farmers’ Welfare4m
Clock
1 hour to complete

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 videos (Total 21 min), 3 quizzes
Video3 videos
Consumer characteristics7m
Segmentation, positioning, and brand personality7m
Quiz3 practice exercises
Consumer’s purchasing process4m
Consumer characteristics4m
Segmentation, positioning, and brand personality4m

4

Section
Clock
1 hour to complete

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 videos (Total 30 min), 3 quizzes
Video3 videos
Part 2: Geographical Indications (GI): concept, relevance and protection8m
GIs and market efficiency15m
Quiz3 practice exercises
Part 1: Geographical Indications (GI): concept, relevance and protection4m
Part 2: Geographical Indications (GI): concept, relevance and protection4m
GIs and market efficiency4m
Clock
1 hour to complete

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 videos (Total 50 min), 7 quizzes
Video7 videos
Part 2: Definitions and Types of Innovation6m
Part 1: Models and Diffusion of Innovation4m
Part 2: Models and Diffusion of Innovation7m
Part 3: Models and Diffusion of Innovation5m
Part 1: Drivers and Barriers of Innovation9m
Part 2: Drivers and Barriers of Innovation7m
Quiz7 practice exercises
Part 1: Definitions and Types of Innovation8m
Part 2: Definitions and Types of Innovation4m
Part 1: Models and Diffusion of Innovation4m
Part 2: Models and Diffusion of Innovation4m
Part 3: Models and Diffusion of Innovation4m
Part 1: Drivers and Barriers of Innovation4m
Part 2: Drivers and Barriers of Innovation4m
4.2
Briefcase

83%

got a tangible career benefit from this course

Top Reviews

By SGJul 22nd 2018

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

By ASApr 3rd 2018

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

Instructors

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

About 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....

Frequently Asked Questions

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