Wine marketing (2016/2017)

Course code
4S001122
Name of lecturer
Diego Begalli
Coordinator
Diego Begalli
Number of ECTS credits allocated
6
Academic sector
AGR/01 - AGRICULTURAL ECONOMICS AND RURAL APPRAISAL
Language of instruction
Italian
Period
I sem. dal Oct 3, 2016 al Jan 31, 2017.

Lesson timetable

I sem.
Day Time Type Place Note
Monday 11:30 AM - 1:30 PM lesson Lecture Hall B (Lebrecht)  
Thursday 9:30 AM - 12:30 PM lesson Lecture Hall B (Lebrecht) from Nov 3, 2016  to Jan 31, 2017
Thursday 12:30 PM - 1:30 PM lesson Lecture Hall B (Lebrecht) from Dec 1, 2016  to Jan 31, 2017

Learning outcomes

Starting from the concepts of marketing, food marketing, and wine marketing and taking into account their fields of application students learn the theoretical and methodological tools to understand the marketing strategies at the corporate, wine chain, and wine industry levels. On this basis the main marketing leverages, at the business and territorial level are analyzed.

Syllabus

Concepts of marketing, food marketing, and wine marketing, and their fields of applications.
Relationships between consumers behavior and marketing strategies in the wine and food market.
The information system in the wine industry and the market audit tools.
The marketing environment. World wine market dynamics. Wine marketing, wine policy, and wine law. Role of importers and intermediaries. The Internet and the wine marketing.
Wine marketing strategies. Product differentiation and mass market strategies. Premium brands. Price strategies. Communication strategies. Wine market and the competitive advantage. Wine market cycles.
Positioning strategies. Brand and multibrand strategies.
The coordination of marketing leverages.
Distribution channel strategies and law barriers. Horizontal and vertical integration.
Wine territorial marketing.
Analysis of case studies.

Reference books
Author Title Publisher Year ISBN Note
Matteo Caroli Il marketing per la gestione competitiva del territorio. Modelli e strategie per attrarre (e far rimanere) nel territorio persone, imprese e grandi investimenti F. Angeli 2014

Assessment methods and criteria

Oral examination

STUDENT MODULE EVALUATION - 2016/2017