|
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 | | | CT1 |
Become sufficiently independent to work on research projects and scientific or technological collaborations within their thematic area. |
| | CT2 |
Managing information and knowledge through the efficient use of IT. |
| | CT4 |
Work in multidisciplinary teams and complex contexts. |
| | CT5 |
Communicate complex ideas effectively to all sorts of audiences. |
|
Type C
|
Code |
Competences Nuclear |
|
Type A
|
Code |
Learning outcomes |
| | 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
|
|
Type B
|
Code |
Learning outcomes |
| | CT1 |
The student plans and carries out the project in an autonomous, organized and scientific fashion. (Process)
The student can produce documents that are scientific in both structure and content. (Paper / Report)
The student can present and defend their work (in front of an examination panel in the case of the Master’s thesis). (Defence)
| | | CT2 |
Master the tools for managing their own identity and activities in a digital environment. (Be digital)
Search for and find information autonomously using criteria of importance, reliability and relevance, which is useful for creating knowledge (Search)
Organise information with appropriate tools (online and face-to-face) so that it can be updated, retrieved and processed for re-use in future projects. (Organize)
Organise information with appropriate tools (online and face-to-face) so that it can be updated, retrieved and processed for re-use in future projects. (Organize)
Produce information with tools and formats appropriate to the communicative situation and with complete honesty. (Create)
| | | CT4 |
Understand the team’s objective and identify their role in complex contexts. (Context)
Communicate and work with other teams to achieve joint objectives. (Communication)
Commit and encourage the necessary changes and improvements so that the team can achieve its objectives. (Commitment)
Trust in their own abilities, respect differences and use them to the team’s advantage. (Participation)
| | | CT5 |
Draw up texts that are appropriate to the communicative situation, consistent and persuasive. (Efficiency)
Produce quality texts that have no grammatical or spelling errors, are properly structured and make appropriate and consistent use of formal and bibliographic conventions. (Quality)
Draw up texts that are structured, clear, cohesive, rich and of the appropriate length, and which can transmit complex ideas. (Discourse construction)
Use the techniques of non-verbal communication and the expressive resources of the voice to make a good oral presentation. (Non-verbal communication and use of the voice)
Construct a discourse that is structured, clear, cohesive, rich and of the appropriate length, and which can transmit complex ideas. (Discourse construction)
Produce a persuasive, consistent and precise discourse that can explain complex ideas and effectively interact with the audience. (Efficiency)
|
|
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 40% Activities Prof Noemi Rabassa 20% Assistance and participation at class 10% |
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. |
|