About this Course
4.4
72 ratings
25 reviews

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Start instantly and learn at your own schedule.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Intermediate Level

Approx. 16 hours to complete

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

English

Subtitles: English

100% online

Start instantly and learn at your own schedule.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Intermediate Level

Approx. 16 hours to complete

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

English

Subtitles: English

Syllabus - What you will learn from this course

Week
1
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....
4 videos (Total 30 min), 4 quizzes
4 videos
Challenges and Trends8m
Food Quality7m
The Food Value Chain6m
4 practice exercises
Lesson 1 - Introduction2m
Trend in Agro-Food Value Chain6m
Consumer Requirements6m
Distribution of Value6m
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. ...
5 videos (Total 44 min), 5 quizzes
5 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
5 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
Week
2
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....
7 videos (Total 65 min), 7 quizzes
7 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
7 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
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....
5 videos (Total 37 min), 5 quizzes
5 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
5 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
Week
3
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. ...
4 videos (Total 36 min), 4 quizzes
4 videos
Part 2: Solving Market Failures8m
Part 1: Trust and Signaling9m
Part 2: Trust and Signalling9m
4 practice exercises
Part 1: Solving Market Failures4m
Part 2: Solving Market Failures10m
Part 1:Trust and Signaling4m
Part 2: Trust and Signalling4m
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...
3 videos (Total 24 min), 3 quizzes
3 videos
Psychological Pricing8m
Retailer pricing behaviour5m
3 practice exercises
Basic pricing strategies4m
Psychological Pricing4m
Retailer Pricing Behaviour with Implication to Farmers’ Welfare4m
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....
3 videos (Total 21 min), 3 quizzes
3 videos
Consumer characteristics7m
Segmentation, positioning, and brand personality7m
3 practice exercises
Consumer’s purchasing process4m
Consumer characteristics4m
Segmentation, positioning, and brand personality4m
Week
4
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....
3 videos (Total 30 min), 3 quizzes
3 videos
Part 2: Geographical Indications (GI): concept, relevance and protection8m
GIs and market efficiency15m
3 practice exercises
Part 1: Geographical Indications (GI): concept, relevance and protection4m
Part 2: Geographical Indications (GI): concept, relevance and protection4m
GIs and market efficiency4m
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. ...
7 videos (Total 50 min), 7 quizzes
7 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
7 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
4.4
25 ReviewsChevron Right

67%

started a new career after completing these courses

40%

got a tangible career benefit from this course

Top Reviews

By EHJan 15th 2019

This is a very interesting course, I encourage anyone interested to take it. For sure, you won't regret it.

By SGJul 22nd 2018

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

Instructors

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Hannes Lang

Research Associate
Technical University of Munich
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Luisa Menapace

Professor
Technical University of Munich
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Faical Akaichi

Research Economist
Scotland’s Rural College
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Francesco Bimbo

Research Economist
Wageningen University
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Montserrat Costa-Font

Research Economist
Scotland’s Rural College
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Carlo Russo

Associate Professor
University of Cassino and Lazio Meridionale
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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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  • When you purchase a Certificate you get access to all course materials, including graded assignments. Upon completing the course, your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.

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