WEEK  23-27^th October 2023, Universidad Rovira I Virgili, Facultad Enologia, Campus Sescelades, Tarragona / Catalunya, Spain

Instructors: 

Mr. Christophe Marquet, Prof URV Taragonna. Spain. Commercial Director Group Coop. Covides Vineyards_Wineries.

Mrs.Cendrine Augueres, Prof Purpan ingeniery School-Toulouse-France.

Mr. Leonardo Cei, PhD, University of Padova-Italie.

Course overview:

In this class, students will be introduced to the principles of international wine business management including : global overview, principal marketing tools, quality certifications, and key to success. They will also be asked to work in groups on a real wine business case and to present it as final project.

Educational objectives:

• Identify opportunities, risks and constraints on export markets, compare countries
• Understand wines and sparkling wines markets, focusing on cava market.
• Understand basic marketing mix and export wine strategies
• Study a business case of wine exports.
• Analyse Advertising & Promotion for wine exports budgets.
• Understand the role of quality certifications in wine marketing
• Learn specific quality certification systems in the EU and in potential export markets

Teaching Methods :

·       Lecture : aprox 5h/day.

·       Exports case study in class and possible extension on-line

·       Field visit to Covides Winery in Cava Region Thursday October 26^th.

·       Field visit to commercial port of Barcelona. Monday October 23^rd.