|
Type A
|
Code |
Competences Specific | | | A1 |
Identify the different types of wine and learn the processes of wine production, from the processing of raw materials to the production of the final product |
| | A3 |
Go in depth into the functioning of tourism systems and acquiring knowledge about the principles of development, management and governance of wine tourism destinations from a sustainable, competitive and responsible perspective |
| | 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 |
| | A5 |
Design and implement innovative strategies to develop wine tourism-related products and destinations |
| | A7 |
Assessing the historical, geographical, cultural and social contexts of the main wine-producing regions and integrating them into wine-making innovation programs and design of wine tourism for consumers |
| | A8 |
Identify, appreciate and master the wide range of sensory characteristics of wine and the tasting techniques |
|
Type B
|
Code |
Competences Transversal | | | CT2 |
Make judgements on the basis of the efficient management and use of information. |
| | CT3 |
Solve complex problems critically, creatively and innovatively in multidisciplinary contexts. |
| | CT5 |
Communicate complex ideas effectively to all sorts of audiences. |
| | CT6 |
Develop skills to manage career development. |
| | CT7 |
Apply ethical and socially responsible principles as a citizen and a professional. |
|
Type C
|
Code |
Competences Nuclear |
|
Type A
|
Code |
Learning outcomes |
| | A1 |
Know the different grape varieties, their life cycle and the relation with the characteristics of the must
Distinguish viticulture techniques of vineyard management and annual crop maintenance operations
Recognize the processing processes, as well as the necessary equipment for the production of the different types of wine and special wines (sparkling, sweet, fortified and aged)
| | | A3 |
Understand the components of the territory and its diversity as a context of the Wine Tourism activity
Understand and demonstrate the importance of territory and Wine Tourism in territorial development
Understand the operation of the economic/tourism system and its measurement
Know the main techniques for the monitoring of the tourist activity
Recognize the importance of tourism in the local and regional development of wine-growing areas
Learn about institutions, authorities and agencies in relation with chosen major.
| | | A4 |
Recognize strategic and operational marketing concepts
Identify and use marketing mix variables in the field of Wine Tourism
Understand research methods to identify the characteristics of the Wine Tourism market
| | | A5 |
Know and to use tools of analysis, diagnosis and territorial representation
| | | A7 |
Identify the most relevant geographical indications and combine them with their most relevant features
Evaluate the importance of wines in local gastronomy
Define specific pairings between local gastronomy and produced wines
Situate and describe the tangible and intangible traditions of the territory
Interpret the heritage, history, landscape and the socio-economic and cultural context
Learn about institutions, authorities and agencies in relation with chosen major.
| | | A8 |
Distinguish the sensorial characteristics of the different wines and special wines
|
|
Type B
|
Code |
Learning outcomes |
| | CT2 |
Make judgements on the basis of the efficient management and use of information.
| | | CT3 |
Solve complex problems critically, creatively and innovatively in multidisciplinary contexts.
| | | CT5 |
Communicate complex ideas effectively to all sorts of audiences.
| | | CT6 |
Develop skills to manage career development.
| | | CT7 |
Apply ethical and socially responsible principles as a citizen and a professional.
|
|
Type C
|
Code |
Learning outcomes |
| 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
|
| Methodologies :: Tests |
| |
Competences |
(*) Class hours
|
Hours outside the classroom
|
(**) Total hours |
| Introductory activities |
|
1 |
0 |
1 |
| Lecture |
|
24 |
36 |
60 |
| Seminars |
|
10 |
15 |
25 |
| Fieldwork/excursions |
|
25 |
37.5 |
62.5 |
| Personal attention |
|
1 |
0 |
1 |
| |
| Multiple-choice objective tests |
|
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
|
| Fieldwork/excursions |
Visit and analysis of wine tourism experiences and firms |
| Personal attention |
Personal mentoring |
|
Description |
|
Individual meeting: jaume.gene@urv.cat, noemi.rabassa@urv.cat |
|
Methodologies |
Competences
|
Description |
Weight |
|
|
|
|
| Seminars |
|
|
|
| Fieldwork/excursions |
|
|
|
| Multiple-choice objective tests |
|
Test about the content of the course |
30% |
| Others |
|
Activities Prof Christophe Marquet 30% Prof Noemi Rabassa 20% Prof Jaume Gené 20% |
70% |
| |
|
Other comments and second exam session |
|
|
| 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 |
|
|
(*)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. |
|