Promotion of Wine

Objectives of the course

This course discuss role of promotion in today's consumer culture. Basic principles of marketing communications should be part of general education for every intelectual and businessman. Students learn wine is not only a classical element of Slovene culture, but also product on a market, which is becoming increasingly competitive. Course should enable students to recognize different marketing communication techniques, and encourage them to promote new tools of promotion in marketing of Slovene wine on domestic and global market.

Prerequisites

Not required.

Assessment methods

Written assigment, examination.

Course contents

• Understanding product as brand
• Basic concepts in marketing communication
• Communication process
• Introduction to business communication
• Consumer behavior and communication
• Researching consumption of wine and other drinks
• Elements of marketing communication
• Label and product design as communication tool
• Advertising agencies
• Media
• Public relations
• Wine as part of tourist offer
• Wine as signifier in social life
• Culture and international marketing communications
• Legal and ethical considerations of wine promotion

Student are expected to prepare a group project, which includes secondary data research, some primary research, final report and presentation. Possible topics are

• Wine consumption research
• Label analysis
• Ad design
• Use of new media in wine industry
• Evaluation of wine road

Recommended reading

• Moulton, K.; Lapsley J. 2001. Succesful Wine Marketing, Kluwer Academic Publishers, 307 p
• Belch & Belch: Advertising and Promotion. An Integrated Marketing Communications Perspective, McGraw-Hill, 6th ed., 2003
• Damjan, J. in sodelavci: Trženje pijač, (skripta v pripravi)