IDENTIFYING DATA

2016_17

Subject (*)

MARKETING OF TOURISM AND WINE

Code

19635101

Study programme

Wine Tourism Innovation (European Master) (2016)

Cycle

2nd

Descriptors

Credits

Type

Year

Period

6

Compulsory

First

1Q

Language

Anglès

Department

Business Management

Coordinator

GENÉ ALBESA, JAUME

E-mail

jaume.gene@urv.cat
noemi.rabassa@urv.cat

Lecturers

GENÉ ALBESA, JAUME

RABASSA FIGUERAS, MARIA NOEMÍ

Web

General description and relevant information

Competences

Type A	Code	Competences Specific
	A4	Deepen the typologies, trends and dynamics of wine tourism markets in order to design and develop a marketing plan to promote wine and wine tourism activities
Type B	Code	Competences Transversal
Type C	Code	Competences Nuclear

Learning outcomes

Type A	Code	Learning outcomes
	A4	Reconèixer els conceptes estratègics i operatius del màrqueting Identificar i utilitzar les variables del màrqueting mix en l'àmbit de l'enoturisme Comprendre els mètodes d'investigació per a identificar les característiques del mercat enoturístic
Type B	Code	Learning outcomes
Type C	Code	Learning outcomes

Contents

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

Planning

Methodologies :: Tests

Competences

(*) Class hours

Hours outside the classroom

(**) Total hours

Introductory activities

1

0

1

Lecture

24

36

60

Seminars

10

15

25

Field work/trips

25

37.5

62.5

Personal tuition

1

0

1

Objective multiple-choice tests

A4

1

1.5

2.5

(*) 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

	Description
Introductory activities	Course introduction
Lecture	Presentation of the main topics fo the course
Seminars	Participatory discussions with external invited speakers
Field work/trips	Visit and analysis of wine tourism experiences and firms
Personal tuition	Personal mentoring

Personalized attention

Description

Individual meeting: jaume.gene@urv.cat, noemi.rabassa@urv.cat

Assessment

Methodologies

Competences

Description

Weight

Seminars

Practical exercises and case studies related to the content of the course

10%

Field work/trips

Design of a new tourism product or expirience 20%

Design of a market research 20%

Development of a marketing plan for a tourism firm 30 %

70%

Objective multiple-choice tests

A4

Test about the content of the course

20%

Others


Other comments and second exam session

Sources of information

Basic
	Wine Marketing & Sales. Success Stragies for saturated market Second edition Paperback – February 22, 2016 by Janeen Olsen (Author), Liz Thach PhD (Author), Paul Wagner (Author) 978-1-935879-51-0 Board and bench publising Wine Business Case Studies: Thirteen Cases from the Real World of Wine Business Management Paperback – January 1, 2014 by Pierre Mora (Author) The vine appreciatin guild Marketing for Hospitality and Tourism (7th Edition) Apr 11, 2016 by Philip T. Kotler and John T. Bowen SBN-13: 978-0134151922 Tourism Marketing for Cities and Towns Mar 13, 2006 by Bonita Kolb SBN-13: 978-0750679459 Wine Marketing 1st Edition by C. Michael Hall (Author), Richard Mitchell (Author ISBN-13: 978-0750654203 Wine Brands: Success Strategies for New Markets, New Consumers and New Trends Jul 22, 2008 by E. Resnick ISBN-13: 978-0230554030 Market Research in Practice: An Introduction to Gaining Greater Market Insight 3rd Edition by Paul Hague (Author), Julia Cupman (Author), Matthew Harrison (Author), Oliver Truman (Author) ISBN-13: 978-0749475857 Questionnaire Design: How to Plan, Structure and Write Survey Material for Effective Market Research (Market Research in Practice) Jun 3, 2013 by Ian Brace ISBN-13: 978-0749467791 Marketing: An Introduction (12th Edition) Jan 17, 2014 by Gary Armstrong and Philip Kotler ISBN-13: 978-0133451276
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.