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Wine Marketing
International Business Program
Paris, France
Dates: 8/29/22 - 12/17/22
Wine Marketing
OVERVIEW
CEA CAPA Partner Institution: ESSCA École de Management - Paris
Location: ,
Primary Subject Area: Marketing
Instruction in: English
Course Code: MK05-0E2-G
Transcript Source: TBD
Course Details: Level 300
Recommended Semester Credits: 3
Contact Hours: 45
DESCRIPTION
The objective of the course is twofold. First, it aims at giving students a broad overview of the world wine market and of its economic, social and regulatory patterns. Based on a description of the functions performed by the various members of the wine supply-chain - illuminating what makes it specific compared to FMCGs - it then explains the need for an adapted marketing mix. Case-studies and real-life examples serve as guidelines to explore wine consumer's behavior and to study the relevance of the marketing strategies and techniques wine producers and retailers use to brand, advertise and sell wine.