Wine marketing
main objectives
The course will set the theoretical base for the applied marketing module of the second academic year. Key marketing principles, concepts and terms will be fully addressed in this module to emphasize the importance of market research, brand building and storytelling. The theory will be accompanied by a practical work assignment. ,,LEARNING OUTCOMES,,1) List the key considerations in wine marketing with a focus on the production and complexity of wine.,2) Identify wine marketing strategies and the most important concepts of branding and consumer trends.,3) Analyse a market considering the internal and external factors.,4) Propose a marketing strategy for a commercial winery.
general content
Introduction: Understanding the marketplace and consumer segmentation Product differentiation and creating competitive advantage.,Principles and concepts of marketing mix: Defining product attributes and exploring major pricing strategies Marketing channel design and management Major promotion tools and communication strategies Emerging trends in marketing mix and packaging.,Wine brand case studies: 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,Innovation: Marketing innovations in the wine sector.,Field visits: Private winery visit and tasting at Quinta do Noval in the Douro Valley.,Invited masterclass: Focus on applying marketing mix and wine brand management: The case of Axa Millesimes.,
pedagogy
The module consists of online and in person classroom lectures and discussions. The teaching and evaluation language is English.
evaluation
Written assignment 50%,Group assignment 50%,