B009116 - MARKETING IN THE WINE SECTOR

Italian

The program is designed to provide participants foundations and skills of analytic, strategic and operational marketing, useful in the management and development of the firms in the wine chain. For more details: www.ruralflorence.it

Teaching material: www.ruralflorence.it
Peter J.P., Donnelly J.H., Pratesi C.A. “Marketing” McGraw-Hill
L.Pinson, J. Jinnett-Il Business Plan -ed. F. Angeli
Alampi, V. Fabbri B., Fabbrizzi S. Menghini S. Il vino. Produzione e Mercati

The program is designed to provide participants foundations and skills of analytic and strategic marketing, useful in the management and development of the firms in the wine chain

Lectures 30hours; Laboratory 18 hours.

More details and Course materials (lecture slides) www.ruralflorence.it

mid term test and final exam. Each mid term test consists of a multiple-choice questionnaire and three final open-ended questions. the final mark for each intermediate test is determined by summing 1 point for each multiple-choice correct answer, while 5 points are awarded for each open-ended answer. incorrect answers are not considered. The final mark for the exam is determined on the basis of the results of the two intermediate tests. An additional point to be added to the final grade may be awarded for participation in the "External Audit" exercises. Both mid term tests must be passed. Otherwise the student will have to take the entire exam in oral form. The student must prepare for the exam with particular attention to the understanding of the contents, having the ability to apply theoretical concepts to the solution of practical problems.

The main topics are related to
-buyer-seller interactions in the wine market;
-quality segments;
-customer satisfaction;
-consumer choice process
-components of the marketing mix
-analytic marketing (ext.-int. analysis)
-strategic marketing
-operative marketing
-product development.
- business plan.