Special Lecture on Comparative Agricultural Studies 7
| Numbering Code | G-AGR00 8Y007 LE85 | Year/Term | 2022 ・ Second semester |
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| Number of Credits | 1 | Course Type | Lecture |
| Target Year | Target Student | ||
| Language | English | Day/Period | |
| Instructor name |
(Graduate School of Agriculture) KATAYAMA AYAKO (Graduate School of Agriculture Associate Professor) |
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| Outline and Purpose of the Course |
GI marketing and management Aims and Objectives A geographical indication (GI) is a sign used on products that have a specific geographical origin and possess qualities or a reputation that are due to that origin. In order to function as a GI, a sign must identify a product as originating in a given place. GIs were first regulated in Europe but today they are present in most countries. They are public policy instruments that ensure decent incomes for producers, healthy and quality products for consumers and levers for local development. Most research has focused on the process of construction of these GIs by producers or on the role of public policies. In this course, the objective is to approach the issue through the disciplines of management. Indeed, for GIs to be successful, they need to be well identified and positioned on the markets and supported by appropriate marketing. This course will provide general and specific knowledge and skills of analysis and synthesis of literature and documents, but also hindsight and critical thinking. |
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| Course Goals |
This course aims at present main issues in Food marketing and consumer behavior as basis for implementing Geographical Indication marketing strategy. We will focus in particular on the role of the brand, labels and GI in their ability to differentiate the product, the region of origin or the enterprise in the local or international markets. A comparison between cases in Japan and France will allow discussing the conditions for implementing effective marketing and value creation. |
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| Schedule and Contents |
October 26 Tuesday (2+3 Periods) 10:30-12:00; 13:15-14:45 1. 1. GI construction in Europe (focus on France) 2. 2. Cases studies October 28 Thursday (3+4+5 Periods) 13:15-18:15 3. 3. From Terroir product to GI product 4. 4. Design PGI value chain : a collective construction 5. 5. Marketing for GI Products November 2 Tuesday (2+3 Periods) 10:30-12:00; 13:15-14:45 6. Terroir brands effectiveness |
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| Evaluation Methods and Policy |
There will be two main assignments in the class: 1. Consumer surveys to identify awareness of typical, traditional or GI products. In groups of 2 students, they must collect as many answers as possible to these two questions: － Could you tell me some typical products in Japan? － Propose a list of Japanese regions and ask which typical product consumers can associate with. 2. Analysis of results at the end of the course. Assessment Class grade will be assigned based on 40% class attendance and active participation, 60% on paper assignments and practical exercises. Refer to current year's 'Guide to Degree Programs' for attainment levels of evaluation. |
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| Course Requirements | English proficiency suitable for understanding lectures and contributing to discussion and reading. | ||
| Study outside of Class (preparation and review) | Doing the interviews (family, friends, street, shops…) | ||
| References, etc. |
－ Marie-Vivien, D., Berard, L., Boutonnet, J. P., & Casabianca, F. (2017). Are French geographical indications losing their soul? Analyzing recent developments in the governance of the link to the origin in France. World Development, 98, 25-34. － Sekine, K. (2019). The impact of geographical indications on the power relations between producers and agri-food corporations: A case of powdered green tea matcha in Japan. In Geographical Indication and Global Agri-Food (pp. 54-69). Routledge. － Bonanno, A., Sekine, K., & Feuer, H. N. (2020). Geographical Indication and Global Agri-Food: Development and Democratization (p. 254). DOI: https://library.oapen.org/bitstream/handle/20.500.12657/46918/9780429895135.pdf?sequence=1 － http://www.fao.org/geographical-indications/en － http://www.fao.org/documents/card/en/c/debded43-9d99-5c74-a440-e8db347941ac |
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