Študijska smer Study field. Vinogradništvo in vinarstvo, I stopnja / 3 1/2. Lab. vaje Laboratory work - PDF

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Predmet: Course title: UČNI NAČRT PREDMETA / COURSE SYLLABUS Mednarodni trg vina International Wine Marketing Študijski program in stopnja Study programme and level Študijska smer Study field Letnik Academic

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Predmet: Course title: UČNI NAČRT PREDMETA / COURSE SYLLABUS Mednarodni trg vina International Wine Marketing Študijski program in stopnja Study programme and level Študijska smer Study field Letnik Academic year Semester Semester Vinogradništvo in vinarstvo, I stopnja / 3 1/2 Bachelor's Programme in Viticulture and Enology (First Level) Vrsta predmeta / Course type Univerzitetna koda predmeta / University course code: / 3 1/2 Izbirni / Elective 1VV314 Predavanja Lectures Seminar Seminar Sem. vaje Tutorial Lab. vaje Laboratory work Teren. vaje Field work Samost. delo Individ. work ECTS Nosilec predmeta / Lecturer: Višji predavetelj/higher lecturer mag. Pierpaolo Penco Jeziki / Languages: Predavanja / Lectures: Angleško/English Vaje / Tutorial: Angleško/Englsh Pogoji za vključitev v delo oz. za opravljanje študijskih obveznosti: Potrebno je znanje degustiranja vina in razumevanje osnovnih marketinških zakonitosti. Prerequisits: Knowledge of sensory evaluation of wines and general marketing rules. Vsebina: 1 Uvodni modul: osnovni podatki Razvoj mednarodnega trga z vinom: EU, Evropa, svet Elementi mednarodnega trženja vina Moda in trendi 2 Sedanja vinska paradigma Stari svet proti novemu: nastanek in razvoj koncepta Mednarodna vinarska kompeticija in vplivi na trženje 3 Analiza posameznih trgov Slovenija in možne primerjave Države starega sveta primeri Države novega sveta primeri Content (Syllabus outline): 1 Introduction: basic data The development of international wine market: EU, Europe, world Elements of international wine marketing Fashion and Trends 2 The current wine paradigm The old wine world vs. new: the emergence and development of the concept International wine competition and impacts on marketing 3 Analysis of individual markets Slovenia and the possible comparisons Member of the old world - examples 4 Mednarodno trženje vina Analiza trga Strateško trženje (segmentacija, targeting, pozicioniranje) Planiranje v mednarodnem trženju Izvoz in prodaja vina v tujini 5 Učinek ʻGeografskega poreklaʼ Vloga turizma Trajnostna, ʻzelenaʼ in okolju prijazna vina VAJE Poiskati prave informacije. Primerjalne degustacije in cenovne primerjave. Analiza vinske ponudbe na mednarodni polici. Obisk vinarjev/kleti z močno mednarodno prisotnostjo na trgu. Member of the New World - examples 4 International wine marketing Market analysis Strategic marketing (segmentation, targeting, positioning) International marketing planning International trade chain Export management and sales 5 The Country of Origin effect The role of tourism Sustainable, green and environmentally-friendly wines TUTORIALS Find the right information. Comparative tastings and price comparisons. Analysis of international wine offers. Visit winemakers / wine cellar with a strong international presence on the market. Temeljna literatura in viri / Readings: Izročki predavanj/slides Resnick E., Wine Brands: Success Strategies for New Markets, New Consumers and New Trends, Palgrave Macmillan (2008) Hall C.M. and Mitchell R., Wine Marketing. A practical guide, Butterworth-Heinemann, 2008 (chapters 1 and 2) Wine Business International, Meininger s Verlag (www.wine-business-international.com) winebusiness.wordpress.com (in Italian) Cilji in kompetence: Namen predmeta je predstaviti razmere na svetovnem trgu vina. Študenti morajo dobiti osnovne parametre s pomočjo katerih bodo uvideli, da je za uspešno trženje vin kakovost le vstopnica ter da je kompeticija na medarodnem nivoju tista gonilna sila pri razvoju blagovnih znamk tako kleti kot tudi vinskih področij. S pomočjo razlage razvoja dogodkov v posameznih državah in ob primerjalnih degustacijah vin, ki imajo vodilno vlogo na posameznem trgu, študenti pridobijo občutek za dejanski vinski trenutek. Objectives and competences: The purpose of this course is to illustrate the situation on the world wine market. Students must obtain the basic information whom will help them to understand, that the quality of wine is only entrance ticket to the wine marketing. It is also important to know that the importatnt international competition is pushing wineries and wine regions to the development of brands. Study of progress of events in different countries and comparative tasting of wines will help them to understand the actuall wine moment. Predvideni študijski rezultati: Znanje in razumevanje Vpliv globalizacije na vinarsko industrijo, vloga novih akterjev (zlasti neevropske države proizvajalke), spoznati vzorce potrošnje, mednarodne trgovine, večja vloga blagovnih znamko vin v primerjavi s tradicionalnimi vini s»poreklom«, mednarodni trgi. vodenje in vloga strateškega in operativnega trženja. na osnovi ugotovljene segmentacije določiti kakšen cilj, pozicioniranje in razlikovanje se mora uporabiti v okviru vinogradniškega posestva ali na določenem področju, vloga potrošnika v različnih trgih, analiza primerov (posebej primer Scoppetino iz Perpotta) vloga turizma za vinarski in živilski branži, kot način za razlikovanje od globalnih Intended learning outcomes: Knowledge and understanding The impact of globalization on the wine industry, The role of new actors (especially non-european producers), Recognize patterns of consumption, International trade, Increased role of brand name of wines compared to traditional wines with origin International markets. Management and the role of strategic and operational marketing. Based on the segmentation to determine what the objective of positioning and differentiation must be used in a context of a vineyard estate in a particular area, The role of the consumer in different markets, Analysis of cases (especially Schioppettino di Prepotto) The role of tourism for wine and food branch industry as a way to differentiate from global competitors and to achieve the final consumer, konkurentov ter za dosego končnega kupca, kaj bi lahko Slovenija in slovenski vinarji naredili na tem področju understanding about what could Slovenia and Slovenian winemakers do in this area Metode poučevanja in učenja: Predavanja, seminarske vaje, demonstracija praktičnih primerov, terenske vaje Learning and teaching methods: Lectures, tutorials, demonstration of practical examples, field work Načini ocenjevanja: Delež (v %) / Weight (in %) Assessment: Prisotnost na predavanjih Delo v skupinah in udeleženost v diskusijah Izpit 10 % 40 % 50 % Class participation Group assignments and class discussion Exam Reference nosilca / Lecturer's references: Nosilec je višji predavatelj za področje Marketing na UNG/Higher lecturer for the field of Marketing at University of Nova Gorica Publications of last 5 years/lista publikacij zadnjih 5 let Academic research Conference papers 1. P.De Luca, G. Gallenti, P.Penco: Nuovi clienti in nuovi mercati: il vino italiano in India, in Le relazioni tra innovazione e internazionalizzazione. Percorsi di ricerca e casi aziendali (a cura di P.De Luca), Edizioni Università di Trieste, Trieste P.De Luca, P.Penco: The role of packaging in marketing communication: an explorative study of the Italian wine business, 3 rd International Wine Business & Marketing Conference, July 6-8, 2006, Montpellier (France) Publications (Wine Industry management) 1. P.Penco, Vini a basso contenuto alcoolico: moda o nuova frontiera?, Il Corriere Vinicolo anno 87 n.12, April 21st, Editrice Unione Italiana Vini, P.Penco, Mercato globale, una bussola per non sbagliare rotta, Il Corriere Vinicolo anno 87 n.10, March 31th, Editrice Unione Italiana Vini, P.Penco, 30 blogger da tutto il mondo in FriuliVG, Q.B. Quanto Basta FVG, October P.Penco, 26 milioni di persone che cercano un motivo in più, Il Corriere Vinicolo anno 84 n.28, July 11th, Editrice Unione Italiana Vini, P.Penco, For any further information, Il Corriere Vinicolo anno 84 n.16/17, April 25th, Editrice Unione Italiana Vini, P.Penco, E iniziata la Prosecco Decade, Il Corriere Vinicolo anno 84 n.6, February 1st, Editrice Unione Italiana Vini, P.Penco, Il mercato dei fine wines in tempo di frugality, Il Corriere Vinicolo anno 83 n.45, November 15th, Editrice 8. P.Penco, UK - Off Trade: La promozione ammazza la curiosità, Il Corriere Vinicolo anno 83 n.23, June 7th, Editrice 9. P.Penco, UK - On Trade: Al ristorante non gira, Il Corriere Vinicolo anno 83 n.23, June 7th, Editrice 10. P.Penco, Correrà come prima, Il Corriere Vinicolo anno 83 n.22, May 31st, Editrice Unione Italiana Vini, P.Penco, Quando il marchio vuol dire fiducia, Il Corriere Vinicolo anno 83 n.18, May 3rd, Editrice 12. P.Penco, Grande è bello? Forse non più, Il Corriere Vinicolo anno 83 n.15, April 12th, Editrice 13. P.Penco, Il nuovo passa dal verde, Il Corriere Vinicolo anno 83 n.15, April 12th, Editrice Unione Italiana Vini, P.Penco, Un orma sempre più leggera, Il Corriere Vinicolo anno 83 n.15, April 12th, Editrice 15. P.Penco, Il valore dell'origine si riconosce a colpo d'occhio, Il Corriere Vinicolo anno 82 n.12, March 23rd, Editrice Unione Italiana Vini, P.Penco, Vino e brand Italia - questione di lifestyle, Il Corriere Vinicolo anno 82 n.4, January 26th, Editrice Unione Italiana Vini, 2009
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