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

Codice insegnamento
4S001522
Docente
Roberta Capitello
crediti
5
Settore disciplinare
AGR/01 - ECONOMIA ED ESTIMO RURALE
Lingua di erogazione
Italiano
Periodo
non ancora assegnato

Per visualizzare la struttura dell'insegnamento a cui questo modulo appartiene, consultare * organizzazione dell'insegnamento

Obiettivi formativi

The module aims to deepen the 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.

Programma

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.
Wine packaging.
Communication goals and new media in the wine industry.
Experience economy, wine experience and wine tourism.
Business networks and territorial strategies.

Modalità d'esame

oral