Marketing: The Italian Wine Industry

In this marketing course, students will be introduced to the Italian Wine industry and will be given an in-depth look into how Italian wine is marketed both locally and internationally. Italy’s wine industry is a key enterprise in the Italian economy. Moreover, wine represents an important component in Italian culture. Students will gain knowledge of the diverse varieties and qualities of Italian wine through tasting, site visits and readings. In addition, a brief introduction on the history of Italian wine from the revolution in the 1970s to current trends in the market will be covered. Students will also be given a small introduction on the wine industry in the United States, so that they may better understand how it has been influenced and how it differs from the Italian Industry.