Professor:Filippo Benedetti Valentini - M.A.
Professor:Jacopo Cossater - M.A.
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This is most recent syllabus. Your final syllabus will be given during your first day of class
Important Notes:
- This course is cross-listed with COMM 355 and FSST 355. This course was formerly BSFS 350.
- 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.
Course Description
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.
Course Objectives
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.
Please Note:
This is not a tasting course. Wine and olive oil are utilized in very small amounts and for academic purposes.
Service Learning Project
Students will apply classroom knowledge of Italian and American wine industries to a service learning project with a local winery. After a company visit, students will work on specific projects designed around the needs and goals of the winery, informed by a market analysis, research on exportation and competitors, and potential for company expansion. The final course project will require students to prepare a product proposal for the winery with assistance from the professor, an enologist and wine marketer. At the end of the semester, students will present your project to the Umbra community.
Course Materials
Mandatory course reader
Activities
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.