|Module / ECTS / Path / Specialisation||Module :Wine Marketing and sales : 17 ECTS.|
|Discipline||Sales and Marketing|
|Open for visitors||yes (3 ECTS)|
|Working language :||English|
|Volume of contact hours :||24 h|
|Workload to be expected by the student :||72 h|
Track : Attendance
This 24 hours course has two major objectives. Firstly, it provides an introduction to wine marketing terminology and concepts, including the steps in marketing strategy (STP process), the specific wine operational marketing and wine consumer behaviour. This courses addresses consumer behaviours in order to understand what are their motivations, their purchase behaviour process as well as the major market trends in wine industry. Secondly, this course addresses the principles of multichannel retailing as well as the winery experience. Specific focus areas include the role of the winery cellar door in wine marketing/distribution and opportunities and challenges associated with eCommerce and Direct-to-Consumer (DTC) wine sales.
- Identify the "Ps" of the wine marketing mix
- Analyze wine consumer behaviour
- Develop a wine marketing strategy and a retailing strategy
- Describe wine marketing process
- Assess the complex nature of the wine as a marketing product
- Describe a winery experience
Session 1 – Overview of wine marketing
Session 2 – Wine consumer behavior
Session 3 – Cellar door, retailing and e-commerce
Session 4 – Winery experience
Session 5 - Field trip
Session 6 - Oral presentation & Final written exam
Festa G., Cuomo M.T., Metallo G. and Festa A. (2016), The (r)evolution of wine marketing mix: from the 4Ps to the 4Es, Journal of Business Research, 69, 1550-1555.
Pine, J.B., & Gilmore, J.H. (1999). The experience economy. Boston, MA: Harvard Business Press.
Pitt L. (2017), Ten reasons why wine is a magical marketing product, Journal of Wine Research, Vol. 28, No. 4, 255-258.
Schmitt, B. (1999). Experiential marketing. Journal of Marketing Management, 15(1-3), 53-67.
Berman B. and Evans J.R. (2012), Retail Management: A strategic approach, Pearson.
Charters S. and Gallo J. (2014), Wine Business Management, Pearson.
Hall M. and Mitchell R. (2008), Wine marketing: a practical guide, Elsevier.
Ben Tahar Y., Haller C., Massa C. and Bédé S. (2018). Designing and creating tourism experience : adding value for tourists. In Sotiriadis M. (Eds.), Handbook of entrepreneurship in tourism, travel and hospitality : skills for successful ventures, Emerald.
Massa C. & Bédé S., (2018), A consumer value approach to a holistic understanding of the winery experience, Qualitative Market Research: An International Journal, forthcoming.
Such behaviors as...
... may lead to expulsion from classes.