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.
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.
|Capitello R., Charters S., Menival D., Yuan J.J.||The Wine Value Chain in China (Edizione 1)||Elsevier||2017||9780081007549|
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.
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