Economic sustainability in Viticulture

Objetives

  • Introduce the students in the amazing world of marketing and economic sustainability

  • Understand the most important concepts of economic sustainability and wine marketing

  • Relate the social, environmental and economic principles of sustainability with the wine marketing opportunities.

  • Promote a responsible and integral approach related with the development process related with wine production and marketing

  • Understand the comprehensive concept of sustainability

  • Assess the wine supply chain as a whole

Professors:

  • Prof. Dr. Alejandro Gennari (UNCuyo); Prof. Dra. Jimena Estrella Orrego (UNCuyo); Prof. Dr. Jean Marie Cardebat (Université Bordeaux); Prof. MSc. Javier Merino (UNCuyo).

Content

1. Economic Sustainability Applied to Wine Supply Chain (15 hours)


The wine consumer: trends & drivers. Different wine consumers. The 4 P. Product (different wines, segments, natural bio, biodynamics, vegan oranges, natural, heroics, altitude, volcanic, ecc.). Other wine products. Promotion. Wine communication: classic and on line. Social media. Wine marketing on line. Price. Principal technics to pricing wines. Place or distribution. Alternatives. The marketing mix.


2. Strategic Marketing in the Wine Supply Chain (15 hours)


The strategic marketing. The Porter´s basic competitive strategies: cost leadership; differentiation and segmentation. Different matrix applied to the strategic marketing (Shell, Ansoff, BCG). The portfolio strategy. The Porter´s competitive diamond. The core competences (Prahalad & Hamel). The competitive scenarios. Case analysis.

3. Operational Marketing in the Vine Wine Supply Chain (15 hours)


The wine consumer: trends & drivers. Different wine consumers. The 4 P. Product (different wines, segments, natural bio, biodynamics, vegan oranges, natural, heroics, altitude, volcanic, ecc.). Other wine products. Promotion. Wine communication: classic and on line. Social media. Wine marketing on line. Price. Principal technics to pricing wines. Place or distribution. Alternatives. The marketing mix.


4. Practical work (15 hours)

The marketing plan. Strategic & operative plan. Case analysis

Coordinated by:

Partners: