Wine marketing (2012/2013)

Course code
Name of lecturer
Diego Begalli
Diego Begalli
Number of ECTS credits allocated
Academic sector
Language of instruction
I semestre dal Oct 1, 2012 al Jan 31, 2013.

Lesson timetable

I semestre
Day Time Type Place Note
Monday 11:30 AM - 1:30 PM lesson Lecture Hall B (Lebrecht) from Nov 5, 2012  to Jan 31, 2013
Wednesday 2:30 PM - 5:30 PM lesson Lecture Hall B (Lebrecht) from Dec 5, 2012  to Jan 31, 2013

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.


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.

Assessment methods and criteria

Oral examination