The Economics of Agro-Food Value Chains

About this course: 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.

Who is this class for: This course is primarily aimed at economics and life science students at an advanced bachelor’s level or introductory master’s level and professionals interested in the agro-food value chains.

Created by:  Technische Universität München (TUM)

• Taught by:  Hannes Lang, Research Associate

  Technical University of Munich

• Taught by:  Luisa Menapace, Professor

  Technical University of Munich

• Taught by:  Faical Akaichi, Research Economist

  Scotland’s Rural College

• Taught by:  Francesco Bimbo, Research Economist

  Wageningen University

• Taught by:  Montserrat Costa-Font, Research Economist

  Scotland’s Rural College

• Taught by:  Carlo Russo, Associate Professor

  University of Cassino and Lazio Meridionale

• Taught by:  Chenguang Li, Research Economist

  University College Dublin

Level Intermediate Commitment 2-3 hours per week for 6 weeks. Language English How To Pass Pass all graded assignments to complete the course. Coursework

Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.

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Syllabus


WEEK 1


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.


4 videos expand

1. Video: Introduction
2. Video: Challenges and Trends
3. Video: Food Quality
4. Video: The Food Value Chain

Graded: Lesson 1 - Introduction
Graded: Trend in Agro-Food Value Chain
Graded: Consumer Requirements
Graded: Distribution of Value

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.


5 videos expand

1. Video: Part 1: Quality and Consumer Value
2. Video: Part 2: Quality and Consumer Value
3. Video: Part 3: Quality and Consumer Value
4. Video: Part 1: Strategies for Value Creation
5. Video: Part 2: Strategies for Value Creation

Graded: Part 1: Quality and Consumer Value
Graded: Part 2: Quality and Consumer Value
Graded: Part 3: Quality and Consumer Value
Graded: Part 1: Strategies for Value Creation
Graded: Part 2: Strategies for Value Creation

WEEK 2


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.


7 videos expand

1. Video: Part 1: Introduction to Market Research
2. Video: Part 2: Introduction to Market Research
3. Video: Data Types and Data Collection
4. Video: Part 1: Data Analysis
5. Video: Part 2: Data Analysis
6. Video: Part 3: Data Analysis
7. Video: Part 4: Data Analysis

Graded: Part 1: Introduction to Market Research
Graded: Part 2: Introduction to Market Research
Graded: Data Types and Data Collection
Graded: Part 1: Data Analysis
Graded: Part 2: Data Analysis
Graded: Part 3: Data Analysis
Graded: Part 4: Data Analysis

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.


5 videos expand

1. Video: Part 1: Asymmetric Information and Market Failures
2. Video: Part 2: Asymmetric Information and Market Failures
3. Video: Part 3: Asymmetric Information and Market Failures
4. Video: Part 4: Asymmetric Information and Market Failures
5. Video: Product Attributes and their Classification

Graded: Part 1: Asymmetric Information and Market Failures
Graded: Part 2: Asymmetric Information and Market Failures
Graded: Part 3: Asymmetric Information and Market Failures
Graded: Part 4: Asymmetric Information and Market Failures
Graded: Product Attributes and their Classification

WEEK 3


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.


4 videos expand

1. Video: Part 1: Solving Market Failures
2. Video: Part 2: Solving Market Failures
3. Video: Part 1: Trust and Signaling
4. Video: Part 2: Trust and Signalling

Graded: Part 1: Solving Market Failures
Graded: Part 2: Solving Market Failures
Graded: Part 1:Trust and Signaling
Graded: Part 2: Trust and Signalling

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


3 videos expand

1. Video: Basic pricing strategies
2. Video: Psychological Pricing
3. Video: Retailer pricing behaviour

Graded: Basic pricing strategies
Graded: Psychological Pricing
Graded: Retailer Pricing Behaviour with Implication to Farmers’ Welfare

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.


3 videos expand

1. Video: Consumer's purchasing process
2. Video: Consumer characteristics
3. Video: Segmentation, positioning, and brand personality

Graded: Consumer’s purchasing process
Graded: Consumer characteristics
Graded: Segmentation, positioning, and brand personality

WEEK 4


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.


3 videos expand

1. Video: Part 1: Geographical Indications (GI): concept, relevance and protection
2. Video: Part 2: Geographical Indications (GI): concept, relevance and protection
3. Video: GIs and market efficiency

Graded: Part 1: Geographical Indications (GI): concept, relevance and protection
Graded: Part 2: Geographical Indications (GI): concept, relevance and protection
Graded: GIs and market efficiency

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.


7 videos expand

1. Video: Part 1: Definitions and Types of Innovation
2. Video: Part 2: Definitions and Types of Innovation
3. Video: Part 1: Models and Diffusion of Innovation
4. Video: Part 2: Models and Diffusion of Innovation
5. Video: Part 3: Models and Diffusion of Innovation
6. Video: Part 1: Drivers and Barriers of Innovation
7. Video: Part 2: Drivers and Barriers of Innovation

Graded: Part 1: Definitions and Types of Innovation
Graded: Part 2: Definitions and Types of Innovation
Graded: Part 1: Models and Diffusion of Innovation
Graded: Part 2: Models and Diffusion of Innovation
Graded: Part 3: Models and Diffusion of Innovation
Graded: Part 1: Drivers and Barriers of Innovation
Graded: Part 2: Drivers and Barriers of Innovation

WEEK 5


Module 10: Corporate Social Responsibility in the Agro-Food Sector
In this module we will talk about “Corporate Social Responsibility in the Agro-food Sector and its Relevance for Food Companies”.


6 videos expand

1. Video: Part 1: Definition of Corporate Social Responsibilities and the “Corporate Social Performance Model”
2. Video: Part 2: Definition of Corporate Social Responsibilities and the “Corporate Social Performance Model”
3. Video: Part 1: Corporate Social Responsibilities in the Agro-food Sector
4. Video: Part 2: Corporate Social Responsibilities in the Agro-food Sector
5. Video: Part 1: CSR Study - Coca-Cola
6. Video: Part 2: CSR Study - Coca-Cola

Graded: Part 1: Definition of Corporate Social Responsibilities and the “Corporate Social Performance Model”
Graded: Part 2: Definition of Corporate Social Responsibilities and the “Corporate Social Performance Model”
Graded: Part 1: Corporate Social Responsibilities in the Agro-food Sector
Graded: Part 2: Corporate Social Responsibilities in the Agro-food Sector
Graded: Part 1: CSR Study - Coca-Cola
Graded: Part 2: CSR Study - Coca-Cola

Module 11: Coordination in the Agro-food Value Chain
In this module you will learn about the coordination continuum, when coordination is profitable and possible incentive conflicts.


8 videos expand

1. Video: Part 1: Introduction to Coordination
2. Video: Part 2: Introduction to Coordination
3. Video: Part 3: Introduction to Coordination
4. Video: Part 1: Contracts and the Incentive Problem
5. Video: Part 2: Contracts and the Incentive Problem
6. Video: Part 3: Contracts and the Incentive Problem
7. Video: Part 1: An Example
8. Video: Part 2: An Example

Graded: Part 1: Introduction to Coordination
Graded: Part 2: Introduction to Coordination
Graded: Part 3: Introduction to Coordination
Graded: Part 1: Contracts and the Incentive Problem
Graded: Part 2: Contracts and the Incentive Problem
Graded: Part 3: Contracts and the Incentive Problem
Graded: Part 1: An Example
Graded: Part 2: An Example

WEEK 6


Module 12: Coordination, Quality and Modern Retail
In this module you will learn about the modern retail sector and its procurement contracts, the issues around shelf allocation and supplier selection.


6 videos expand

1. Video: Part 1: Modern Retail
2. Video: Part 2: Modern Retail
3. Video: Part 3: Modern Retail
4. Video: Part 1: Coordination in Modern Retail
5. Video: Part 2: Coordination in Modern Retail
6. Video: Part 3: Coordination in Modern Retail

Graded: Part 1: Modern Retail
Graded: Part 2: Modern Retail
Graded: Part 3: Modern Retail
Graded: Part 1: Coordination in Modern Retail
Graded: Part 2: Coordination in Modern Retail
Graded: Part 3: Coordination in Modern Retail

Module 13: Industrial Standards
In this module you will learn about vertical coordination and its relation to transaction costs and quality. You will also learn about standards, meta-standards and meta-systems. The module ends with examples of food quality standards.


6 videos expand

1. Video: Vertical Coordination and Transaction Costs
2. Video: Quality and Vertical Coordination
3. Video: What are Standards?
4. Video: Meta-standards and Meta-systems
5. Video: Part 1: Examples of Food Quality Standards
6. Video: Part 2: Examples of Food Quality Standards

Graded: Vertical Coordination and Transaction Costs
Graded: Quality and Vertical Coordination
Graded: What are Standards?
Graded: Meta-standards or Meta-systems
Graded: Part 1: Examples of Food Quality Standards
Graded: Part 2: Examples of Food Quality Standards

Final Exam

Graded: FINAL EXAM