Umbra’s BSFS 380: The Business of Wine: Italy and Beyond explores the business and marketing of wine, with particular focus on U.S. markets, combined with a service learning component that allows for real world experience through a partnership with a local Umbrian company.
This semester, Umbra will be continuing its partnership with Goretti Winery, a 3rd and 4th generation, family-run winery located in nearby Pila. From the cultivation of the grapes to production of their wines, the Goretti family is committed to creating the highest quality products for their customers. Their goal is to continue building their business in various markets abroad, especially within the United States.
To assist Goretti in obtaining this goal, Umbra students will be completing a marketing analysis of Goretti competitors, potential pricing competition, selling points and communication strategies. Informed by classroom lectures, readings and a company visit, participants will develop marketing plans for Goretti’s Sagrantino di Montefalco wine; and will present their findings and recommendations to Goretti representatives at the end of the semester.
“Over the course of this semester, my goal with this service learning experience is to gain a more well-rounded understanding of a business,” commented Virginia Commonwealth University alumni, Ashley Patino. “Umbra’s partnership with Goretti will provide the perfect opportunity to gain that experience hands-on.”
“During our recent field trip to Goretti, we had the chance to see firsthand the work, tradition and care put into every single bottle,” added Connecticut College student Heather Rochford. “After that experience, I see more than just a bottle of wine, and that will impact my service learning projects link to the winery.”
The Umbra Institute is committed to creating innovative international education opportunities for students, allowing for immersion into the local community. Service learning at Umbra links critical thinking and academic coursework with personal reflection and collaboration with the local community. Participation allows students to become active participants in their learning, both in and outside of the classroom.