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 magistrale interateneo in Viticulture, enology and wine marketing - 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. 2019/2020
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Due insegnamenti a scelta tra| Modules | Credits | TAF | SSD |
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Due insegnamenti a scelta traLegend | 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 and communication (2019/2020)
The teaching is organized as follows:
Program
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MM: ADVANCED TOOLS FOR MARKETING AND COMMUNICATION
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MM: NEW WINE MARKETING TOOLS
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The approach to the wine marketing. The 8Ps of wine marketing. The phases of marketing research. How to obtain secondary data. Primary data for wine businesses. Advanced data gathering and analysis techniques. Wine consumer behaviour. The perception of wine quality. Wine market segmentation. The role of social and psychological variables. Wine branding and labelling. Wine packaging. Communication goals and new media in the wine industry. Business networks and territorial strategies. Business models and marketing strategy The material for study consists of presentations, lecture notes, teaching material and references delivered during the course.
Bibliography
| Author | Title | Publishing house | Year | ISBN | Notes |
|---|---|---|---|---|---|
| Cristina Santini and Alessio Cavicchi | Case Studies in the Wine Industry (Edizione 1) | Elsevier - Woodhead Publishing | 2018 | 978-0-08-100944-4 | |
| Capitello R., Charters S., Menival D., Yuan J.J. | The Wine Value Chain in China (Edizione 1) | Elsevier | 2017 | 9780081007549 |
Examination Methods
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MM: ADVANCED TOOLS FOR MARKETING AND COMMUNICATION
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MM: NEW WINE MARKETING TOOLS
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Learning will be assessed through an oral exam for non-attending students. The exam consists of a discussion aimed at verifying depth and breadth of knowledge, propriety of language and ability of critical analyisis. Non-attending students must contact the lecturer who will provide them with indications about the reference books and other learning materials. For attending students, intermediate oral or written reports and a final written essay will be scheduled during the course.
