Teaching code

4S001122

Teacher

Diego Begalli

Coordinator

Diego Begalli

Credits

6

Language

Italian

Scientific Disciplinary Sector (SSD)

AGR/01 - AGRICULTURAL ECONOMICS AND RURAL APPRAISAL

Period

Primo sem_ 3 anno dal Oct 24, 2022 al Jan 27, 2023.

Lessons timetable Moodle Seminars 0

Learning objectives

Knowledge: The course aims to provide students with 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.
Skills: Through practical activities with simulation tools the student will acquire the skills to apply marketing levers to diversified competitive contexts faced by the winery.

Prerequisites and basic notions

Basic of economics and business economics

Program

Programme
Concepts of marketing, food marketing, wine marketing and their fields of applications.
Relationships between consumers behavior and marketing strategies in the wine market.
The marketing information system in the wine industry.
The world wine market. Wine marketing, wine policy and law. Role of importers and intermediaries. The digital marketing in the wine industry.
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 and distribution channel strategies.
The coordination of marketing leverages.
Collective and territorial wine marketing.
Teaching methods
Teaching methods consist of lectures focused on the basic concepts and methodologies; exercises essentially dedicated to the discussion of cases with entrepreneurs, managers and sector specialists 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.
An interactive business game is used for exercises.
All materials are available, also for non-attending students, on the e-learning platform.

Bibliography

Didactic methods

Classroom teaching and exercises through the presentation and discussion of case studies

Learning assessment procedures

Single written examination.
It aims to verify the acquired knowledge and the capability to link them.
The written examination involves the discussion and solution od a case study.
The final evaluation is expressed on 30.

Evaluation criteria

The autonomy of analysis and the ability to apply the basic marketing tools are evaluated

Criteria for the composition of the final grade

100% final exams

Exam language

Italiano