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The module aims to deepen new approaches to marketing and communication for wine. It provides the students with advanced knowledge and skills for the management of the winery’s information system, the development of wine marketing strategies, the use of new media and the participation in territorial marketing processes.
The approach to wine marketing. The 8Ps of wine marketing.
The phases of marketing research. How to obtain secondary data. Primary data for wine business. Advanced data gathering and analysis techniques.
Wine consumer behaviour. The perception of wine quality.
Wine market segmentation. The role of social and psychological variables.
Wine branding and labelling.
Communication goals and new media in the wine industry.
Experience economy, wine experience and wine tourism.
Business networks and territorial strategies.
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