To show the organization of the course that includes this module, follow this link Course organization
The course aims to deep the new approaches to wine marketing and communication. It intends to provide the students with advanced knowledge and skills on information management, consumer behaviour analysis, branding strategies, online communication and territorial marketing strategies.
The approach to the wine marketing. The 8Ps of wine marketing.
The phases of marketing research. How to obtain secondary data. Primary data for wine businesses. 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.
The material for study consists of presentations, lecture notes, teaching material and references delivered during the course.
Learning will be assessed through oral exam. The exam consists of a discussion aimed at verifying depth and breadth of knowledge, propriety of language and ability of critical analyisis. Intermediate oral or written reports and a final written essay will be scheduled during the course.
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