Bachelor's degree in Viticultural and Oenological Science and Technology

Wine marketing

Course code
Name of lecturer
Diego Begalli
Diego Begalli
Number of ECTS credits allocated
Academic sector
Language of instruction
I semestre - 3° anno dal Oct 26, 2020 al Jan 29, 2021.

Lesson timetable

Go to lesson schedule

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.


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.

Reference books
Author Title Publisher Year ISBN Note
M. Gregori, L. Galletto, G. Malorgio, E. Pomarici, L. Rossetto Il Marketing del Vino EdiSES 2017

Assessment methods and criteria

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.

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