Applied wine marketing

main objectives

Students will engage with a real-world marketing challenge presented by a sponsoring winery. Through a combination of lectures, masterclasses, meetings with professionals, students will deepen their understanding of the unique challenges and opportunities within the wine sector related to marketing and branding. Students will compete against each other to develop innovative solutions according to the winery's marketing case study, with the company participating in the evaluation process. LEARNING OUTCOMES 1) Develop skills in creating and managing wine brand value propositions. 2) Analyse and evaluate real-world wine branding and marketing campaigns. 3) Apply marketing concepts to develop effective branding, packaging, and distribution plans for a winery. 4) Explore the dynamics of working with a sponsoring wine company. 5) Gain insights into sales and distribution strategies, with a focus on international markets.

general content

Applied wine brand case study: General presentation of case studies Strategy, benchmarking, positioning and storytelling Product design and product innovation Distribution channels Cost of good vs consumer value approach Building a communication plan. Marketing wine in a global world: Consumer behaviour and insights Global brand strategy Premium wine marketing and gatekeeper strategy. Specific international considerations: Understanding the US market Invited masterclasses: The principles of growth, mental availability, and category entry points applied to wine industry Wine Tourism.

pedagogy

The module consists of classroom lectures and discussions. The teaching and evaluation language is English.

evaluation

Group assignment 100%

Bibliography

Lapsley J and Moulton K (2001) Successful Wine Marketing. New York: Springer Science, 297pp. Anderson K and Golin G (2004) The World’s Wine Markets. Globalization at Work. Edward Elgar, Cheltenham, UK Northampton, MA, USA. Hall CM and Mitchell R (2008) Wine Marketing. A practical guide. Oxford: Elsevier, 344pp. Additional scientific and technical reading references will be set during the course.