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. Students will focus all these arguments in a business plan.
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
Modalità di verifica apprendimento
mid term test and final exam
Programma del corso
The main topics are related to
-buyer-seller interactions in the wine market;
-consumer choice process
-components of the marketing mix
-analytic marketing (ext.-int. analysis)