Wine marketing (2017/2018)

Course code
Name of lecturer
Diego Begalli
Diego Begalli
Number of ECTS credits allocated
Academic sector
Language of instruction
I sem - 3° anno dal Oct 30, 2017 al Jan 31, 2018.

Lesson timetable

Go to lesson schedule

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.

Teaching methods
Teaching methods consist of lectures focused on the basic concepts and methodologies; exercises essentially dedicated to the discussion of cases are added.
A textbook is integrated with in-depth readings that are offered during the course.
Textbook, integrative reading and exercises are closely related to the program.
All materials are available, also for non-attending students, on the e-learning platform.

Reference books
Author Title Publisher Year ISBN Note
M. Gregori, L. Galletto, G. Malorgio, E. Pomarici, L. Rossetto Il Marketing del Vino EdiSES 2017

Assessment methods and criteria

Single oral examination.
It aims to verify the acquired knowledge and the capability to link them.
The oral examination involves.
The final evaluation is expressed on 30.