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.
Type D and Type F activities
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 2025/2026Nella scelta delle attività di tipo D, gli studenti dovranno tener presente che in sede di approvazione si terrà conto della coerenza delle loro scelte con il progetto formativo del loro piano di studio e dell'adeguatezza delle motivazioni eventualmente fornite.
| years | Modules | TAF | Teacher |
|---|---|---|---|
| 3° | Cellar door wine tourism | D |
Claudia Bazzani
(Coordinator)
|
| 3° | Wine marketing | D |
Diego Begalli
(Coordinator)
|
| years | Modules | TAF | Teacher |
|---|---|---|---|
| 3° | Grape Biotechnology and Genomics | D |
Sara Zenoni
(Coordinator)
|
| years | Modules | TAF | Teacher |
|---|---|---|---|
| 1° | Subject requirements: mathematics, physics, chemistry and biology | D | Not yet assigned |
Wine marketing (2020/2021)
Teaching code
4S001122
Teacher
Coordinator
Credits
6
Language
Italian
Scientific Disciplinary Sector (SSD)
AGR/01 - AGRICULTURAL ECONOMICS AND RURAL APPRAISAL
Period
I semestre - 3° anno dal Oct 26, 2020 al Jan 29, 2021.
Learning outcomes
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.
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.
| Author | Title | Publishing house | Year | ISBN | Notes |
|---|---|---|---|---|---|
| M. Gregori, L. Galletto, G. Malorgio, E. Pomarici, L. Rossetto | Il Marketing del Vino | EdiSES | 2017 |
Examination Methods
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.
