Marketing e comunicazione del vino - Strumenti avanzati di marketing dei prodotti vitivinicoli (2013/2014)

Course code
Name of lecturers
Paola Castellani, Chiara Rossato
Number of ECTS credits allocated
Academic sector
Language of instruction
not yet allocated

To show the organization of the course that includes this module, follow this link * Course organization

Learning outcomes

The module aims to deepen new approaches to marketing and communication for the relationship between the companies and the market. It provides the students with advanced knowledge about strategies and communication techniques related also to the digital, multimedia and interactive environment. And it provides managerial skills to operate effective knowledge transfer inside and outside the company.


Evolution of enterprise orientation.
Relationship between marketing and enterprise strategies.
Marketing Mix Management.
Development and launching of new products.
Marketing Plan: purpose, structure and efficacy conditions.
Ethics, social responsibility of enterprise and marketing.
The communication process: components and risks.
The barriers to communication and listening.
Types of communication (verbal, para-verbal, non-verbal).
Storytelling: areas and purposes of application.
The use of email in a company.
Public relations (objectives, tools, stakeholders).
The corporate reputation.
Event Management.
Web communication and social media.

Recommended books:
Kerin Roger A., Harley Steven W., Rudelius W., Marketing, Eleventh Edition, McGraw-Hill Irving, New York, 2013.
The teachers provide timely information during lectures on the topics to be studied, further in-depth bibliographical references and educational materials.

Assessment methods and criteria

The exam will be oral and will also include the development of a project work on a topic that will be assigned by teachers.