ITA | ENG
B030597 - TOURISM AND WINE MARKETING
Main information
Teaching Language
Course Content
Suggested readings
Prerequisites
Teaching Methods
Type of Assessment
Course program
Academic Year 2021-22
Course year
First year - Second Semester
Belonging Department
Statistics, IT and its applications "G. Parenti" (DISIA)
Course Type
Single education field course
Scientific Area
SECS-P/08 - MANAGEMENT
Credits
9
Teaching Hours
72
Teaching Term
21/02/2022 ⇒ 31/05/2022
Attendance required
No
Type of Evaluation
Final Grade
Course Content
show
Course program
show
Lectureship
Teaching Language
English
Course Content
The following course deals with the main aspects (issues) concerning wine marketing and tourism related to the production of this good. These topics will be analysed according to a three-stages approach:
First, the issues addressed concern the basics of wine management.
Second, key aspects of the main marketing strategies and operating methods in the wine sector.
Third, some key aspects of wine tourism,
First, the issues addressed concern the basics of wine management.
Second, key aspects of the main marketing strategies and operating methods in the wine sector.
Third, some key aspects of wine tourism,
Suggested readings (Search our library's catalogue)
S. Charters, J. Gallo (eds.), Wine Business Management, Pearson, 2014
(excluded chapters 6,7,9,10) [Texbook]
• E. Croce, G. Perri, Food and Wine Tourism, 2nd Edition, CABI, 2017
[in-depth examination of wine tourism, useful for carrying out the
project-work] [additional ]
Both are available in Kindle format
Additional resources made available by the teachers on Moodle
(Moodle is the e-learning platform used in UNIFI: https://e-l.unifi.it)
(excluded chapters 6,7,9,10) [Texbook]
• E. Croce, G. Perri, Food and Wine Tourism, 2nd Edition, CABI, 2017
[in-depth examination of wine tourism, useful for carrying out the
project-work] [additional ]
Both are available in Kindle format
Additional resources made available by the teachers on Moodle
(Moodle is the e-learning platform used in UNIFI: https://e-l.unifi.it)
Prerequisites
None
Teaching Methods
Class Lecture
Case studies
Team working on projects
Case studies
Team working on projects
Type of Assessment
The evalutation will be based on:
- final written exam (50%)
- group project woark (50%)
- final written exam (50%)
- group project woark (50%)
Course program
The following course deals with the main aspects (issues) concerning wine marketing and tourism related to the production of this good. These topics will be analysed according to a three-stages approach:
First, the issues addressed concern the basics of wine management, and in particular:
- the analysis of the basics of wine, taking particular attention to those sides that make it a product with very peculiar characters.
- a brief analysis of the evolution of the wine market over time, as a means for understanding the characteristics and dynamics of this market and as a support to wine storytelling.
- Some key aspects of strategic management, with particular attention to competitive strategy and brand management.
- The linkage between wine and territory: old world and new world of wine approaches.
Second, key aspects of the main marketing strategies and operating methods in the wine sector. In particular, the issues addressed concern:
- Strategic marketing: segmentation, targeting and positioning strategies
- Product definition and branding
- Pricing strategies
- Distribution, omnichannel management and e-commerce
- Web Communication and social media strategies.
Third, some key aspects of wine tourism, such as:
- The wine tourist profile and behaviour
- How transform a wine territory in a tourist destination: the role of wineries, associations and public institutions.
- How a winery can manage the wine tourism: strategies and main operating issues.
- Some insights about the “geography” of wine tourism in an international perspective.
First, the issues addressed concern the basics of wine management, and in particular:
- the analysis of the basics of wine, taking particular attention to those sides that make it a product with very peculiar characters.
- a brief analysis of the evolution of the wine market over time, as a means for understanding the characteristics and dynamics of this market and as a support to wine storytelling.
- Some key aspects of strategic management, with particular attention to competitive strategy and brand management.
- The linkage between wine and territory: old world and new world of wine approaches.
Second, key aspects of the main marketing strategies and operating methods in the wine sector. In particular, the issues addressed concern:
- Strategic marketing: segmentation, targeting and positioning strategies
- Product definition and branding
- Pricing strategies
- Distribution, omnichannel management and e-commerce
- Web Communication and social media strategies.
Third, some key aspects of wine tourism, such as:
- The wine tourist profile and behaviour
- How transform a wine territory in a tourist destination: the role of wineries, associations and public institutions.
- How a winery can manage the wine tourism: strategies and main operating issues.
- Some insights about the “geography” of wine tourism in an international perspective.