IDENTIFYING DATA 2023_24
Subject (*) SUCCESSFUL EUROPEAN REGIONAL QUALITY WINES. MARKETING & SALES STRATEGIES IN EXPORTS MARKETS Code 19224241
Study programme
Bachelor's Degree in Oenology (2014)
 Cycle 1st
Descriptors Credits Type Year Period
3 Optional Fourth 1Q
Language
Anglès
Department Business Management
Coordinator
MARQUET , CHRISTOPHE JEAN LOUIS
 E-mail christophe.marquet@urv.cat
Lecturers
MARQUET , CHRISTOPHE JEAN LOUIS
Web
General description and relevant information <p class="MsoNormal" align="center">&nbsp;WEEK &nbsp;23-27<sup>th</sup> October 2023, Universidad Rovira I Virgili, Facultad Enologia, Campus Sescelades, Tarragona / Catalunya, Spain</p><p class="MsoNormal" align="center"><b>Instructors:&nbsp;</b></p><p class="MsoNormal">Mr. Christophe Marquet, Prof URV Taragonna. Spain. Commercial Director Group Coop. Covides Vineyards_Wineries.</p><p class="MsoNormal">Mrs.Cendrine Augueres, Prof Purpan ingeniery School-Toulouse-France.</p><p class="MsoNormal">Mr. Leonardo Cei, PhD, University of Padova-Italie.</p><p class="MsoNormal"><b>&nbsp;</b></p><p class="MsoNormal"><b>Course overview: </b></p><p class="MsoNormal">In this class, students will be introduced to the principles of international wine business management including : global overview, principal marketing tools, quality certifications, and key to success. They will also be asked to work in groups on a real wine business case and to present it as final project.</p><p class="MsoNormal"><b>&nbsp;</b></p><p class="MsoNormal"><b>Educational objectives:</b></p><ul type="disc"> <li class="MsoNormal">Identify opportunities, risks and constraints on export markets, compare countries</li> <li class="MsoNormal">Understand wines and sparkling wines markets, focusing on cava market.</li> <li class="MsoNormal">Understand basic marketing mix and export wine strategies</li> <li class="MsoNormal">Study a business case of wine exports.</li> <li class="MsoNormal">Analyse Advertising &amp; Promotion for wine exports budgets.</li> <li class="MsoNormal">Understand the role of quality certifications in wine marketing</li> <li class="MsoNormal">Learn specific quality certification systems in the EU and in potential export markets</li> </ul><p class="MsoNormal">&nbsp;</p><p class="MsoNormal"><b>Teaching Methods&nbsp;:</b></p><p><!--[if !supportLists]-->·&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; <!--[endif]-->Lecture : aprox 5h/day. </p><p><!--[if !supportLists]-->·&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; <!--[endif]-->Exports case study in class and possible extension on-line</p><p><!--[if !supportLists]-->·&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; <!--[endif]-->Field visit to Covides Winery in Cava Region Thursday October 26<sup>th</sup>.</p><p><!--[if !supportLists]-->·&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; <!--[endif]-->Field visit to commercial port of Barcelona. Monday October 23<sup>rd</sup>.</p><p>&nbsp;</p><p>&nbsp;</p><p class="MsoNormal">&nbsp;</p>

Competences
Type A Code Competences Specific
 A9 Find solutions to specific problems relating to wine production by analysing and interpreting results
 A11 Design a marketing plan in the field of wine production
Type B Code Competences Transversal
Type C Code Competences Nuclear

Learning outcomes
Type A Code Learning outcomes
 A9 Disposar dels coneixements necessaris per portar a terme la comercialització de vins a nivell internacional.
 A11 Conèixer la normativa de comerç internacional
Type B Code Learning outcomes
Type C Code Learning outcomes

Contents
Topic Sub-topic
Matrix to analyse and compare export markets
The economic concept and role of certifications
The main quality certifications in the EU: geographical indications and organic agriculture
The governance and the export strategies of a geographical indication : the case of Prosecco sparkling wine
International wine business
Still wines and sparkling wines markets overview : special focus on cava markets.
Analysis of branding strategies and plans for wine exports strategies
A&P budget and key accounting business case
Example of a Price construction for a wine exports market.

Planning
Methodologies  ::  Tests
  Competences (*) Class hours
 Hours outside the classroom
 (**) Total hours
Introductory activities
0 0 0
Fieldwork/excursions
0 0 0
Presentations / oral communications
0 0 0
Personal attention
0 0 0
 
 
(*) On e-learning, hours of virtual attendance of the teacher.
(**) The information in the planning table is for guidance only and does not take into account the heterogeneity of the students.

Methodologies
Methodologies
  Description
Introductory activities
Fieldwork/excursions
Presentations / oral communications
Personal attention

Personalized attention
Description

Assessment
Methodologies Competences Description Weight        
Presentations / oral communications
· Participation in class: 20%

In class Business Case presentation : 40%

Online Business Case presentation/Homework per group: 40%
Others  
 
Other comments and second exam session

Sources of information

Basic

Complementary

Recommendations
(*)The teaching guide is the document in which the URV publishes the information about all its courses. It is a public document and cannot be modified. Only in exceptional cases can it be revised by the competent agent or duly revised so that it is in line with current legislation.