85273 - Wine Marketing

Course Unit Page


This teaching activity contributes to the achievement of the Sustainable Development Goals of the UN 2030 Agenda.

Responsible consumption and production

Academic Year 2022/2023

Learning outcomes

Teaching aims to:

- Educate the student on reasoning to understand and analyze the functioning of the wine system and to interpret the relationships between enterprise, market andinstitutions

- Provide the basic elements to acquire skills and capacity to use tools for analyzing consumer behavior and marketing strategies in the wine sector. - Design a plan for the development and valorisation of wine products through the use of marketing mix levers and territorial marketing.

Course contents

Strategic marketing

1. The purpose of marketing: definition and scope; Strategic marketing and operational marketing.

2. The marketing process and its planning, Market orientation and changes in the marketing concept. Orientation to production, sales and marketing.

3. Market research. Techniques and data analysis to understand market trends and consumer needs.

4. The behavior of the consumer. The estimate of future demand. Market segmentation models. The basics for segmenting the wine consumer market.

5. Product differentiation. Attributes and positioning of a product and brand. Product portfolio analysis.


Operational marketing

6. Product Policies: Characteristics of Vine Products. Life cycle of a product. Decisions on the product line. The development of new products. Brand Policy. The packaging and the label.

7. Price policies: Determining the price. Cost estimate. Changing the price. Price discrimination. Price strategies along the product life cycle

8. Distribution policies: the nature of marketing channels. The choice of channels. Management of sales channels. Retail and wholesale distribution.

9. Communication Policies: The Communication Process. The communication channels. The definition of promotional mix.



The didactic material is made up of the textbooks recommended and the material made available to the students in the appropriate web site (http://campus.cib.unibo.it ).


Gregori M., Galletto L., Malorgio G., Pomarici E., Rossetto L.. Il marketing del vino. EDISES, Napoli. 2017

Teaching methods

Teaching consists of frontal lessons (32 hours) and practical lessons (8 hours). The front lessons serve to introduce and explain from the theoretical point of view and in depth the themes of strategic marketing and operational marketing. Practical lessons are made up of:
- Tutorials on some cases of in-depth study and, possibly, the classroom intervention of experts and / or industry professionals.
- Preparation and presentation by the students of an elaborate paper dealing with the development and implementation of a marketing plan. This is a project work where students are divided into groups and each group is entrusted with a specific topic to be developed.

Assessment methods

The exam takes place electronically, until the COVID-19 emergency is exhausted. In order to take the exam it is necessary to have a computer (it is not possible to use tablets, smartphones or other mobile devices) with audio, microphone, webcam and the TEAMS software already installed.

The verification of the learning takes place through the only final exam that ensures the acquisition of the knowledge and skills expected through the conduct of an oral exam. This involves evaluating the ability to display and interpret the topics covered and the ability to apply analytical tools to existing relationships between production, consumer and marketing.

Students can book for oral exams using the methods provided by the online Alma Exam System.

If possible, depending on the number and motivation of the students, the outcome of group work can be considered max 3 ponits in the final evaluation.

Teaching tools

PC, Internet

Office hours

See the website of Giulio Malorgio