Italian
Menu
    Umbra Home
  • About
    • About Us
    • Umbra Mission
    • Administration & Staff
    • Umbra Central Location
    • Umbra Facilities
    • Umbra Student Body
    • Contact Us
    • Close
  • Academics
      • Academics
        • Academic Programs
        • Courses at Umbra
        • Academic Calendar
        • Italian Language and Culture at Umbra
        • Library Resources
        • Perugia Food Conference
      • Semester Programs
        • Build Your Own Semester Program
          • Independent Study
          • Music Courses
          • Online Learning While Abroad
          • Semester Internships with Umbra
        • Food, Sustainability & Environmental Studies
        • Multicultural Psychology Program
        • SCHOLARS Program and Independent Research
        • Italian Language & Culture: Direct Enrollment
        • University of Perugia:
          Direct Enrollment
        • Accademia di Belle Arti:
          Direct Enrollment
      • Summer Programs
        • General Studies Program
        • Summer Italian Language & Culture Program
        • Trasimeno Archaeology Field School – Summer 2020
        • Summer Internships
      • Community Engagement
        • Overview of CE Opportunities
        • Seminar and Practica Courses
        • Community-Based Courses
        • Courses with Service Learning
        • Volunteer Opportunities
    • Close
  • Students
      • Prospective Students
        • Apply Now
        • Why Study at Umbra?
        • Student Life in Perugia
        • Student Housing
        • Student Activities & Travel
        • Transcripts & Credits
        • Program Fees
        • Scholarships & Financial Aid
      • Discover More
        • Ask Former Umbra Students
        • Umbra Photos
        • Umbra Videos
        • Umbra Institute Reviews
        • Umbra for Parents/Guardians
        • Downloadable Brochures
        • Study Abroad in Italy
        • Contact Us
      • Accepted Students
        • Matriculation Checklist
        • Housing Request Form
        • Umbra Optional Group Trip
        • Pre-Departure Guides
        • Budgeting for Your Time Abroad
        • Academic Calendar
      • Current Students
        • Academic Field Trips Dates
        • Events Calendar
        • Umbra Optional Trip
        • Independent Travel Form
        • Housing Maintenance Form
        • Student Discounts
        • Umbra Clubs
        • Visitor Guide
        • Traveling
    • Close
  • Study Abroad Advisors & Faculty
    • Collaborate with Umbra
    • Faculty-Led Programs
    • Teaching Opportunities
    • Graduate Teaching Fellowship
    • Arrange a Visit
    • Download Brochures
    • Subscribe to Umbra Newsletter
    • Partner Portal
    • Close
  • Alumni
    • Umbra Alumni
    • Request a Transcript
    • Close
  • News & Blog

BUS 355: Digital Marketing: Wine and Wineries of Central Italy

Monday, January 14th, 2019

  • Discipline(s):Business and Marketing
  • Course Travel:Yes
  • Credit(s):3
  • Course Fees:80 €
  • Available:Fall, Spring, Summer
  • Course Type(s):Courses with Service Learning
Professor:Jacopo Cossater - M.A.

Download now

Course Syllabus

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. 

business-wine-roccafioreCourse Description
This course offers an overview of the most important digital marketing theories and techniques as applied to wine, with a special focus on wines from Central Italy. Students will analyze the wine markets of the world, consumer segments, companies’ communication strategies and will participate in a practical exercise designed to give them the opportunity to shape an online marketing plan for a prestigious Umbrian winery. In addition, students will learn the importance of describing the sensory experience of wine and acquire the particular vocabulary necessary to describe wines from the Central Italian regions of Tuscany, Umbria, Latium, Marche, and Abruzzo to potential customers.

Course Objectives
By the end of the course, students will be able to:

  • Explain the basic role, processes, and purpose of digital brand management in the wine business;
  • Compare and differentiate the concepts of social media marketing, email marketing, branded content, online reputation;
  • Explain the basics of wine promotion strategies;
  • Identify and classify wines from Central Italy;
  • Develop skills needed to taste wines and to understand the role of describing the sensory experience on market positioning using a particular vocabulary.

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 a day trip to visit a winery, tour the facilities, have tastings, and discuss the companies’ operations with the owners.

Article by awebb

Umbra Institute

Quick Links

  • QUICK LINKS
  • Apply Now
  • Contact Us
  • In the News at Umbra
  • Photos
  • Student Activities
  • Courses Offered
  • Tuition & Budgeting
  • Academic Calendar

QUICK LINKS

  • Emergency Contact
  • Photos
  • Umbra Partner Portal
  • Apply Now
  • Housing
  • Tuition & Fees
  • Videos

Connect With US

UMBRA INSTITUTE PERUGIA

Piazza IV Novembre 23; Perugia, Italy 06123
Tel: (39) 075-573-4595
Email: [email protected]

UMBRA

  • About
  • Academics
  • Prospective Students
  • Accepted Students
  • Events Calendar
  • Advisors and Faculty
  • Bentornati Alumni


© 2021 The Umbra Institute · Privacy · Contact

APPLY