The Economics of Agro-Food Value Chains from Coursera

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Syllabus

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.

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.

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.

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.

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.

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

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.

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.

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.

Module 10: Agriculture 4.0 and Corporate Social Responsibility in the Agro-Food Sector

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."

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.

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.

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.

Final Exam

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Investigates agro-food value chains, examining strategies to enhance competitiveness and sustainability

Taught by a group of international experts from various universities, providing diverse perspectives on the topic

Delves into key concepts such as quality, consumer value, market research, and innovation in the agro-food sector

Provides a solid foundation for understanding the role of sustainability in enhancing competitiveness

Covers industrial standards and coordination strategies within the agro-food value chain

May require prerequisites or additional background knowledge in agro-food value chains to fully grasp all concepts

Reviews summary

Well received course on agro-food value chains

Learners say this course on the Economics of Agro-Food Value Chains is largely positive, boasting engaging assignments and well structured lectures. Key features of the course include industry-based examples, practical exercises, and insights from reputable professors. Overall, learners find this course to be an excellent resource for those interested in developing their skills and comprehension of the agro sector.

Course is organized with clear and concise modules.

"Very informative and easy to understand."

"The Coursey has a well organized sequence of contents and explanations, with a good selección of practical cases and examples."

"Very interesting and complete course. I really enjoyed. It is very useful when you need the basics of the agri-food value chains."

Course provides practical insights into the agro-food industry.

"The course is very helpful. It is precise and concise. I enjoy learning the Economics of Agro-Food Value Chains!"

"Its a valuable course if you are interested in learning about agro-business value chains and how to operate them."

"Great and very complete course, covering every subject with expertise and with a focus on practical solutions for agricultural challenges."

Instructors are knowledgeable and experienced professors from top universities.

"The professors are really incredible."

"Excellent mode of learning with best professors."

"Very good content, most helpful as a quite detailed introduction to the overal agro- and food-value-chain."

Some learners reported difficulty understanding instructors due to language barriers.

"Really interesting topics related to Food Value Chains: lot of information to undestand in simple words the complexity of commercial and legal relationships among most of the participants from farmers to consumers and vice versa. Just some issues due to the english isn't the first language of the speakers nor mine."

"While the structure of this course is neat, it is more often than not, difficult to understand the accents of respected professors."

Some learners found that some course content is outdated.

"It is not you it is me. I am not enjoying the course and it was not really what I was looking for."

"As someone who is not from an agriculture background, the course was good to learn about some fundamental topics/ areas. However, I can't help but feel that some of the course content is quite out-dated and wonder if there is any new developments/ thoughts in some areas which could be incorporated."

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in The Economics of Agro-Food Value Chains with these activities:

Review the Course Syllabus and Materials

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Read the course syllabus.
Review the course materials.
Make a note of any questions you have.

Mentor New Students in the Course

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Reinforce learning by mentoring new students, providing guidance and support on course content and assignments.

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Volunteer to be a mentor through the course platform or discussion forums
Connect with new students and provide support on course content and assignments
Create study materials or resources to share with mentees

Review the Basics of Market Research

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Refreshing your knowledge of market research techniques will help you better understand how to gather and analyze data in this course.

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Review your notes or textbooks from previous marketing courses.
Take a practice quiz or exam to test your understanding.
Complete an online tutorial on market research.

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Join a Study Group

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Joining a study group will allow you to collaborate with other students and learn from each other.

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Find a study group for this course.
Attend the study group meetings regularly.
Participate in the discussions and activities.

Review: Marketing Management in the Food Industry

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Gain insights into food marketing and branding strategies by reviewing this book that provides comprehensive coverage of the food industry.

View Transformative Marketing on Amazon

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Read the book and take notes on key concepts
Summarize the main points of each chapter
Identify examples that illustrate the concepts discussed in the book

Create a Study Binder

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Organize your notes, assignments, and study materials into a single binder to aid in retention.

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Purchase a binder, dividers, and notepaper
Separate notes, assignments, and study materials into categories using dividers
File materials into the appropriate categories

Follow a Tutorial on Labeling and Branding

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Following a tutorial on labeling and branding will help you understand how these strategies can be used to improve food quality and consumer value.

Browse courses on Labeling

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Search for a tutorial on food labeling and branding.
Follow the steps in the tutorial to create a label or brand for a food product.
Share your label or brand with a friend or family member for feedback.

Attend a Food Industry Conference

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Attending a food industry conference will allow you to network with professionals in the field and learn about the latest trends and developments.

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Find an upcoming food industry conference.
Register for the conference.
Attend the conference and participate in the activities.

Labeling and Packaging Questions

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Practice answering questions related to labeling and packaging to reinforce understanding of regulations and best practices.

Browse courses on Food Labeling

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Review course materials on labeling and packaging
Find practice questions online or in textbooks
Set a timer and attempt the questions under timed conditions
Check answers and identify areas for improvement

Practice Pricing Strategies and Implications

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Practicing pricing strategies will help you understand how to set prices for food products in a way that maximizes sales and profitability.

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Create a list of different pricing strategies.
Apply each pricing strategy to a different food product.
Compare the results of your pricing strategies.

Tutorial on Data Analysis Techniques

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Follow a guided tutorial on data analysis techniques to gain proficiency in using statistical and econometric methods.

Browse courses on Market Research

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Identify a tutorial that covers relevant data analysis techniques
Watch the tutorial videos and take notes
Practice using the techniques on sample datasets

Create a Blog Post About Food Quality

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Creating a blog post about food quality will help you summarize your knowledge of the topic and share your insights with others.

Browse courses on Food Quality

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Choose a topic related to food quality.
Research your topic.
Write a blog post that is informative and engaging.

Collaborate on a Case Study

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Work with peers to analyze a case study on the agro-food value chain, improving problem-solving and critical thinking skills.

Browse courses on Value Chain Analysis

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Form a study group with classmates
Select a case study that aligns with course content
Analyze the case study, identifying key issues and potential solutions
Prepare a presentation or report on your findings

Develop an Infographic on Food Quality Standards

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Create a visual representation of food quality standards to enhance understanding of their importance and implementation.

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Research and gather information on food quality standards
Develop a visual concept for the infographic
Design and create the infographic using appropriate design software
Share the infographic on social media or other online platforms

Contribution to Open Source Food Analysis Project

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Enhance understanding of food analysis techniques by contributing to an open-source food analysis project, such as developing new features or fixing bugs.

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Find an open-source food analysis project that aligns with your interests
Review the project documentation and codebase
Propose and implement a contribution, such as a new feature or bug fix

Contribute to an Open-Source Project on Food Quality

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Contributing to an open-source project on food quality will help you gain practical experience in the field and connect with other professionals.

Browse courses on Food Quality

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Find an open-source project related to food quality.
Contact the project maintainers.
Contribute to the project in a meaningful way.

Career center

Learners who complete The Economics of Agro-Food Value Chains will develop knowledge and skills that may be useful to these careers:

Product Manager

As a Product Manager, you will be responsible for the development, launch, and management of new food and agricultural products. This course can give you a deep understanding of the market research process, pricing strategies, and product labeling.

See salaries and explore the career path for Product Manager

Nutritionist

A Nutritionist helps people make informed decisions about the food they eat. They also plan and implement nutrition programs. Taking this course will enable you to understand the nutritional value of food and how it relates to human health.

See salaries and explore the career path for Nutritionist

Food Scientist

Many jobs in the food industry require a strong understanding of food chemistry and nutritional science. This course will help you build a foundation on those subjects. You will also get a good understanding of the entire food production process. This will prepare you for opportunities in research and development as well as quality assurance.

See salaries and explore the career path for Food Scientist

Food Safety Inspector

Food Safety Inspectors are vital in ensuring the quality of food that reaches the market. Having knowledge of the agro-food value chain will greatly benefit your work. It will aid you in identifying potential risks and help to develop strategies for mitigating those risks.

See salaries and explore the career path for Food Safety Inspector

Agricultural Economist

As an Agricultural Economist, you will be tasked with analyzing the financial viability of agricultural businesses and researching the factors that lead to changes in the food market. This course can be very helpful to you as it covers the entire value chain of food and agriculture. It goes over the development of strategy, the importance of quality assessment, and the different types of labeling and their impact on the consumer.

See salaries and explore the career path for Agricultural Economist

Food Technologist

A Food Technologist must be well-versed in the chemical and physical properties of food products. This course can be helpful as it will give you insights into the various factors that affect the quality and safety of food products.

See salaries and explore the career path for Food Technologist

Quality Assurance Manager

A Quality Assurance Manager is responsible for developing and implementing quality control systems for food and agricultural products. This course can be useful as it will teach you the different quality standards and how to ensure that products meet those standards.

See salaries and explore the career path for Quality Assurance Manager

Supply Chain Manager

Supply Chain Managers are responsible for planning and managing the flow of goods from suppliers to customers. This course can be useful as it will teach you the different aspects of supply chain management and how to optimize the supply chain.

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Sales Manager

As a Sales Manager, you will be responsible for leading a team of sales representatives and developing sales strategies. This course may be useful as it will teach you the different sales techniques and how to manage a sales team.

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Agricultural Manager

An Agricultural Manager often oversees the day-to-day operations of an agricultural business. This course can be useful for you as it goes over the latest trends, challenges, and methods within the modern farming industry.

See salaries and explore the career path for Agricultural Manager

Marketing Manager

As a Marketing Manager, you would be responsible for developing and executing marketing campaigns for food and agricultural products. This course may be helpful as it will teach you the different types of marketing strategies and how to reach your target audience.

See salaries and explore the career path for Marketing Manager

Brand Manager

Food and agriculture are competitive industries and a Brand Manager will be responsible for ensuring that their company's products stand out. This course will help you as it teaches you the different types of branding and pricing strategies. You will understand how to reach consumers and convince them that a product is worth purchasing.

See salaries and explore the career path for Brand Manager

Food Chemist

Food Chemists are part of the frontlines of innovation for this industry. The research you do will help create new products and processes to meet new demands. This course is useful as it covers current trends and methods of the food and agriculture industry. You will learn what qualities consumers value most and how companies are meeting those demands.

See salaries and explore the career path for Food Chemist

Consumer Researcher

Consumer Researchers play a crucial role in the success of any food or agricultural business. By understanding the course material, you will learn the best methods to assess the wants and needs of different demographics.

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Research Analyst

Research Analysts are responsible for conducting research and analyzing data to help businesses make decisions. This course may be useful as it will teach you the different research methods and how to analyze data.

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