The wine market

● Wine production and consumption and market balance
● Import export
● International trade
● Organisation and economic-financial structure of wineries
● Production process and supply chain
● EU legislation
● Regulatory system and marketing

The wine consumer

● Wine consumer behaviour
● Consumer-focused Disciplines
● Market segmentation
● Market niches and variables
● New consumption trends (Organic wines, Wine and Millennials, Wine and online channels)
● Wine tourism

The concept of wine marketing and its area of application

● Analysis of current and future context of the Wine Marketing
● Development of a Vision and Mission statement
● Importance and characterisation of a tourist destination
● Evolution of the marketing concept
● Marketing principles and services
● Quality: introduction to the ISO 9001 management system
● Product life cycle and development and re-branding process
● Old and new marketing mix levers
● Pricing: from the price list to the revenue management
● Wine distribution and its disintermediation
● From Integrated Services (IntServ) to Experiential Marketing
● Segmentation, branding and buyer persona
● The evolution of the buying process
● Neuromarketing: from theory to practice
● Digital marketing, micro-moments and SEO
● Content marketing
● Digital advertising and creation of landing page
● Social Media Marketing
● Swot Analysis
● Customer satisfaction and customer experience
● The marketing plan
● Group Role Playing

Wine Communication
Talking about wine and how to do it
Journalists, wine writers and experts
Wine on the social media
Telling about wine: tasting and practice