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February 3 - March 21, 2025
BECOME AN EXPERT IN WINE MARKETING
The world of wine is constantly expanding and today represents a growth industry.Wine
products, companies and brands need more and more tailored marketing and digital
strategies.
The Master in Wine Marketing of Italian Food Academy enables students to specialize in this
sector with an international scope, learning all the communication techniques for the best
promotion of wine products.
MASTER TOPICS:
The wine market (production, trade, regulations);
Behaviour of wine consumers and market segmentation;
New consumption trends;
Wine tourism;
Wine marketing and its application;
Factors related to wine pricing;
How to communicate wine (online and offline).
JOB OPPORTUNITIES AND BUSINESS OPPORTUNITIES
Wineries of all sizes, from the small family-run establishment to the big multinationals,
constantly need staff specialized in wine marketing. Specific training in the sector allows to
access to great opportunities for work and personal fulfillment. The new professional figures
involved in this sector are: wine hunter, wine blogger, wine specialist and wine tourism
guides.
MATERIALS AND REQUIREMENTS
A High School Diploma is required to access the Master in Wine Marketing.
Preferential requirements are further experiences/studies in the wine sector and/or in the
marketing and communication area.
Textbooks will be provided to each student.
The wine market
● Wine production and consumption and market balance
● Import export
● International trade
● Organization and economic-financial structure of wineries
● Production process and supply chain
● EU legislation
● Regulatory system and marketing
The wine consumer
● Wine consumer behavior
● 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
CERTIFICATES
Private certificate of attendance at the Advanced Course
Certificate of Project Work
THE STEPS
INTRODUCTORY STAGE: text-based study and e-learning platform;
CLASSROOM STAGE:48 hours online
Project Work stage (optional) for the construction of a marketing plan with the guidance of one of our teachers.
PROFESSIONAL ORIENTATION: CV editing and distribution in Italy and Europe.
Wine enthusiast, DipWSET, AIS Sommelier and Educator for the Wine and Spirits Education Trust. Always a lover of the digital world, in 2021 completed her education with various courses on copywriting, digital & email marketing.
Thanks to the various experiences accumulated over the past 16 years in different roles in the wine industry such as: wine broker, export manager in different agencies and wineries, Italy Avelyn manager (wine marketplace), hospitality & wine tourism, event manager (masterclasses, B2B events) and educator, he helps wineries set up their communication to increase their online visibility and create an interactive community truly interested in their products.
Expert in tourism marketing for hotels, Cino Wang Platania deals with social media marketing and blog tour management for various hotels and restaurants, also carrying out hotel consulting. Professional teacher of marketing and social media management for tourism.
Learn about Bonus Chef and get a credit up to a maximum of 6,000 euros for expenses incurred in 2021 and 2022 for Italian Food Academy courses and masters.
Contact us toll-free or email us to find out more about the institute, to learn about our locations, faculty, programs and partners, or for proposals for collaborations and sponsorships.
Excellence is now more affordable
Thanks to the Chef Bonus you can get a credit of up to 6,000 euros for expenses incurred in 2021 and 2022 for your professional training.
Starting February 27, 2023, it will be possible to apply to the Ministry of Enterprise and Made in Italy for the Chef Bonus.
WHAT IS IT?
Bonus Chef 2023 consists of a 40% tax credit (up to a maximum of 6,000 euros) recognized on expenses related to the restaurant industry for individuals engaged in the activity of professional chef at hotels and restaurants.
TO GET THE BONUS:
- you must have incurred, between January 1, 2021 and December 31, 2022, one or more of the expenses deemed eligible for the benefit
- one must be a resident or established of the state territory;
- Applicants must be in the full enjoyment of civil rights.
ELIGIBLE EXPENSES:
- Purchase of durable capital goods (high energy class machinery for food storage, processing, processing and cooking, professional tools and equipment for catering)
- Participation in professional development courses.
HOW THE 2023 CHEF BONUS WORKS
The 40% credit can be used for offsetting by F24, which must be submitted to the Internal Revenue Service. The credit is exempt from IRPEF and IRAP.
It is also possible to assign the credit with the transfer of the facility to other parties, including credit institutions and other financial intermediaries.
