735334 International wine marketing


Type
Lecture
Semester hours
2
Lecturer (assistant)
Thurner, Michael
Organisation
Institute of Marketing and Innovation
Offered in
Wintersemester 2017/18
Languages of instruction
Deutsch

Content

-The development of the Austrian and International Wine Business in the last 25 years.

-Market- and Opinion-Research (as practiced by the wine industry)

-Product Management and Branding in Wine Business
Quality, Designation, Packaging, Product Portfolio

-Pricing and Calculation in the Internet Age

-International Promotion
Advertising, Sales Promotion, P.R., Sponsoring, Education, Trade Fairs & Events

-National and International Distribution Policy
´On-Site-Sales´Sales/Direct Shipments, Horeca and Specialized Retail, Wholesale/Cash & Carry, Mailorder/Internet, Supermarkets/Discount Retail
Export with special regard to specific conditions in international markets

Objective (expected results of study and acquired competences)

To understand the challenges and mechanisms of the international wine business. To get to know possibilities of a ´wine-specific´ marketing-mix practiced by export orientated wine businesses.
You can find more details like the schedule or information about exams on the {boo_lva_seite_text -> f:link.external(target: '_blank', rel='noopener', uri: 'https://online.boku.ac.at/BOKUonline/wbLv.wbShowLVDetail?pStpSpNr=281730&pSpracheNr=2')}.