Studying at the University of Verona
Here you can find information on the organisational aspects of the Programme, lecture timetables, learning activities and useful contact details for your time at the University, from enrolment to graduation.
Study Plan
This information is intended exclusively for students already enrolled in this course.If you are a new student interested in enrolling, you can find information about the course of study on the course page:
Laurea in Scienze e tecnologie viticole ed enologiche - Enrollment from 2025/2026The Study Plan includes all modules, teaching and learning activities that each student will need to undertake during their time at the University.
Please select your Study Plan based on your enrollment year.
1° Year
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2° Year activated in the A.Y. 2021/2022
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3° Year activated in the A.Y. 2022/2023
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Legend | Type of training activity (TTA)
TAF (Type of Educational Activity) All courses and activities are classified into different types of educational activities, indicated by a letter.
Wine marketing (2022/2023)
Teaching code
4S001122
Teacher
Coordinator
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.
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
