| Educational guide Faculty of Oenology |
english |
| Wine Tourism Innovation (European Master) (2016) |
 Subjects |
| MARKETING OF TOURISM AND WINE |
| Contents |
| IDENTIFYING DATA | 2018_19 |
| Subject | MARKETING OF TOURISM AND WINE | Code | 19635101 | |||||
| Study programme |
|
Cycle | 2nd | |||||
| Descriptors | Credits | Type | Year | Period | ||||
| 6 | Compulsory | First | 1Q |
|||||
| Competences | Learning outcomes | Contents |
| Planning | Methodologies | Personalized attention |
| Assessment | Sources of information | Recommendations |
| Topic | Sub-topic |
| Lesson 1. Overview of Marketing | - Marketing definition - Evolution of market approaches - Marketing management |
| Lesson 2. Tourism marketing | - Tourist products - Marketing segmentation and tourism - Positioning in line with consumer preferences - The channels of distribution - Tourist communication mix |
| Lesson 3. Wine marketing | - Wine consumers: Traditional consumer and new wine consumer - Segmenting the wine market - Wine packaging and labels - Wine pricing - Sales, distribution management and Retailing. - Cellar door: direct sales, wine clubs, brand building and relationships. - Wine brand image agents: advertising, reviews and media. |
| Lesson 4. The Wine Consumer and Wine Tourist | - Wine tourism market research process - Major Forces and Trends in Wine Consumption - Consumer-Related Issues Affecting Wine Consumption and Wine Tourism - Profile of Wine Tourist - Motivations and wine lifestyle |
| Lesson 5. Marketing Wine Tourism | - The Winery as Tourist Attraction. - Wine Tourism Decision-Making Process - The Marketing Plan for Tourist-Oriented Wineries - Destination Wine Tourism Marketing - Marketing Wine Country With Other Special-Interest Products |
| Lesson 6. Creativity and innovation in wine tourism and marketing. | - Product development - New marketing tools - Networking (clusters, associations, clubs, guilds) - Tran-sectorial cooperation |
