Note: This is an elective course in the Food & Sustainability Studies Program (FSSP). Students do not need to be in the FSSP to enroll. However, priority will be given to FSSP students.
This course offers an overview of the most important marketing theories and techniques as applied to the Italian wine and olive oil industry, with a special focus on companies promoting sustainable production. Students will explore Italian and American markets, consumer segments, company communication strategies, and opportunities related to food tourism. By examining successful case studies, students will learn how to develop a brand reputation strategy. In addition, students will participate in a practical project designed to give them the opportunity to shape a marketing plan for an Umbrian wine or olive oil company.
By the end of the course, students will be able to:
- understand the basic role, processes, and purpose of strategic brand management in the sustainable wine and olive oil business;
- analyze marketing concepts of segmentation, targeting, and positioning as they relate to food consumers;
- evaluate differences between conventional and sustainable products;
- set up a communication plan; and
- acquire skills to implement food tourism initiatives.
This is not a tasting course. Wine and olive oil are utilized in very small amounts and for academic purposes.
Mandatory course reader
Students will take two day trips to visit a winery and an olive oil company, tour the facilities, have tastings, and discuss the companies’ operations with the owners.