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
Learning Objectives
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
Teaching Methods
Lectures 30hours; Laboratory 18 hours.
Further information
More details and Course materials (lecture slides) www.ruralflorence.it
Type of Assessment
mid term test and final exam
Course program
The main topics are related to
-buyer-seller interactions in the wine market;
-quality segments;
-customer satisfaction;
-consumer choice process
-components of the marketing mix
-analytic marketing (ext.-int. analysis)
-strategic marketing
-operative marketing
-product development.
business plan.