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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/valuechains
课程评论：没有评论
课程名称：农业食品价值链的经济学 课程概述：本课程探讨农业食品价值链如何应对不断提高竞争力的挑战，生产高质量的食品和产品，同时追求更大的可持续性。课程内容包括： - 食品和农业产品的质量概念与消费者价值 - 如何在该领域进行市场研究 - 标签、品牌和定价策略，以及农业食品行业的创新 - 如何通过企业社会责任利用可持续性作为竞争优势 - 不同类型的行业标准及其角色 - 价值链中的不同协调形式，特别是与零售和分销部门的关系 本课程由来自意大利、德国、爱尔兰、苏格兰和荷兰的国际专家授课，涵盖与食品质量和农业食品价值链组织相关的特定主题。 课程大纲： 1. 模块1：导论：课程概述和农业食品价值链中的当前挑战与趋势。 2. 模块2：质量与消费者：消费者选择与质量和价值的联系。 3. 模块3：市场研究：市场研究的定义、角色与过程。 4. 模块4：关于质量的不对称信息：不对称信息及其对市场的影响。 5. 模块5：食品标签：标签作为解决市场失灵的工具。 6. 模块6：定价策略及其影响：价格作为质量信号的作用。 7. 模块7：消费者行为与品牌个性：消费者购买过程及品牌定位。 8. 模块8：地理标志：地理标志的概念及其在欧盟市场的重要性。 9. 模块9：创新与质量：创新的定义及其对农业食品行业的影响。 10. 模块10：农业4.0与企业社会责任：现代技术在农业中的应用。 11. 模块11：农业食品价值链的协调：协调的盈利性与潜在的激励冲突。 12. 模块12：协调、质量与现代零售：现代零售采购合同及相关问题。 13. 模块13：行业标准：垂直协调与交易成本的关系。 最终考试：对所学内容进行评估。
Name:Module 1: Introduction
Description: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.
Name:Module 2: Quality and Consumers
Description: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.
Name:Module 3: Market Research
Description: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.
Name:Module 4: Asymmetric Information about Quality
Description: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.
Name:Module 5: Food Labeling
Description: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.
Name:Module 6: Pricing Strategies and Implications
Description: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
Name:Module 7: Consumer Behavior and Brand Personality
Description: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.
Name:Module 8: Geographical Indicators
Description: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.
Name:Module 9: Innovation and Quality
Description: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.
Name:Module 10: Agriculture 4.0 and Corporate Social Responsibility in the Agro-Food Sector
Description:In this module we will talk about the use of modern technology in Agriculture: Agriculture 4.0 and “Corporate Social Responsibility in the Agro-food Sector and its Relevance for Food Companies."
Name:Module 11: Coordination in the Agro-food Value Chain
Description:In this module you will learn about the coordination continuum, when coordination is profitable and possible incentive conflicts.
Name:Module 12: Coordination, Quality and Modern Retail
Description:In this module you will learn about the modern retail sector and its procurement contracts, the issues around shelf allocation and supplier selection.
Name:Module 13: Industrial Standards
Description: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.
Name:Final Exam
Description:
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.
