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Viticulture & Wine Marketing
Study in Florence Program
Florence, Italy
Dates: early Sep 2025 - late Apr 2026
Viticulture & Wine Marketing
OVERVIEW
CEA CAPA Partner Institution: CEA CAPA Florence Center
Location: Florence, Italy
Primary Subject Area: Marketing
Instruction in: English
Course Code: MKT381FLR
Transcript Source: University of New Haven
Course Details: Level 300
Recommended Semester Credits: 3
Contact Hours: 45
Prerequisites: Prior to enrollment, this course requires you to have completed an Introduction to Marketing course.
Additional Fee: $100.00
Additional Fee Description:This course requires payment of an additional fee to cover active learning components that are above and beyond typical course costs, such as site visits, entrance fees and other expenses.
DESCRIPTION
This course is an introduction to wine marketing strategies and an exploration of the dynamic nature of the wine sector, with particular attention given to the production and complexity of wine. Students will develop an awareness of the international business of wine and be able to identify some of the factors that affect the sector's macro-environment, as well as the aspects that influence competition.
Through experiential learning activities like wine tastings and visits to vineyards, wine retailers, or distribution facilities, students will develop a critical sense for wine characteristics and identify the essential elements of the marketing mix. Particularly focusing on the marketing dimension of the production process, the course will consider the complex supply and value chain for wine, exposing students to the process's most important stages.
The course will present the practice of viticulture, wine production, and distribution as well as consumer demand research, communication, and sales. Lessons will include discussion of the fundamental role of territory, tradition, culture, history, tourism, viticulture, and winemaking methods to define strategies for wineries in today's global scenario. Lastly, the course will evaluate the role of communication and analyze the various factors that influence a wine's success.
Through experiential learning activities like wine tastings and visits to vineyards, wine retailers, or distribution facilities, students will develop a critical sense for wine characteristics and identify the essential elements of the marketing mix. Particularly focusing on the marketing dimension of the production process, the course will consider the complex supply and value chain for wine, exposing students to the process's most important stages.
The course will present the practice of viticulture, wine production, and distribution as well as consumer demand research, communication, and sales. Lessons will include discussion of the fundamental role of territory, tradition, culture, history, tourism, viticulture, and winemaking methods to define strategies for wineries in today's global scenario. Lastly, the course will evaluate the role of communication and analyze the various factors that influence a wine's success.