VIRTUAL. Wine Marketing

This course is designed for both marketing and business students. The course and project will focus on the specific marketing strategies of the world wine market and distribution and production in Italy focusing on the Chianti wine region, famous for the Chianti Classico Toscano. Students will have an opportunity to learn directly through participation in an exciting new project for a local winery. Students in the course will work in collaboration with the Vineyard on new marketing strategies, with reference to their current business marketing strategies both locally and in the United States. The course will have two main aspects: Theory and Practice. The first will present marketing basics as they relate to the wine industry. Practice will involve learning the process of wine development “filiera” from the vineyard to the final product in the bottle. The course will provide students with a 360 degree view of the world of wine. Students will apply their gained knowledge to a marketing project that will be developed in conjunction with the wine vineyards under the coordination of professor Matilde Zampi. Students will collaborate on ideas and will present their proposals to the vineyard’s staff virtually at the end of the program for their final exam.