Wine marketing and communication (2019/2020)

Course code
4S003385
Credits
10
Coordinator
Roberta Capitello
Teaching is organised as follows:
Unit Credits Academic sector Period Academic staff
ADVANCED TOOLS FOR MARKETING AND COMMUNICATION 5 SECS-P/08-MANAGEMENT not yet allocated Nicola Cobelli
NEW WINE MARKETING TOOLS 5 AGR/01-AGRICULTURAL ECONOMICS AND RURAL APPRAISAL not yet allocated Roberta Capitello

Syllabus

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MM: ADVANCED TOOLS FOR MARKETING AND COMMUNICATION
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MM: NEW WINE MARKETING TOOLS
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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. Wine packaging. Communication goals and new media in the wine industry. Business networks and territorial strategies. Business models and marketing strategy The material for study consists of presentations, lecture notes, teaching material and references delivered during the course.

Assessment methods and criteria

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MM: ADVANCED TOOLS FOR MARKETING AND COMMUNICATION
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MM: NEW WINE MARKETING TOOLS
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Learning will be assessed through an oral exam for non-attending students. The exam consists of a discussion aimed at verifying depth and breadth of knowledge, propriety of language and ability of critical analyisis. Non-attending students must contact the lecturer who will provide them with indications about the reference books and other learning materials. For attending students, intermediate oral or written reports and a final written essay will be scheduled during the course.

Reference books
Author Title Publisher Year ISBN Note
Cristina Santini and Alessio Cavicchi Case Studies in the Wine Industry (Edizione 1) Elsevier - Woodhead Publishing 2018 978-0-08-100944-4
Capitello R., Charters S., Menival D., Yuan J.J. The Wine Value Chain in China (Edizione 1) Elsevier 2017 9780081007549