| Descripció general i informació rellevant |
The wine has moved from region and national market to a global one. No longer can most wineries survive making and marketing wine to local and even national buyers. This course provides the structure to understand the global wine market and to relate developments in the market to the individual bodega. Participants in this course will be able to research and develop a marketing plan for a winery to enter a specific international market. The course is taught using problem-base learning, where participants working in groups research, plan, and present specific issues each day. Discussion between the groups results in practical appreciation of the steps necessary to compete in the international wine market.
Modules in the course cover the trends in the global environment, key international competitors, culture-based consumer buying behaviour, and adapting the marketing mix to specific international markets. Students will be able to plan and develop product features, packaging, pricing, distribution and retailing, and communication strategies. By the end students will plan and present a 3-year marketing plan including a budget for a chosen international market
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