Lesson Code: 8.2
Semester: 8th Semester
Category: Course of Specific Background
Hours: 3h Theory
ECTS : 4
LEARNING RESULTS
The aim of the course is for students to develop an understanding of the basic concepts of marketing, with a focus on issues relevant to the wine sector, wine and beverage businesses, and related activities such as tourism, culture, environmental quality of life, gastronomy, and well-being. It seeks to familiarize students with both the technical and practical applications of marketing, essential elements for fostering competitiveness within the wine sector and ensuring the effectiveness of wine and beverage businesses. Additionally, the course aims to equip students with skills in selected marketing techniques.
After completing the course, students will be able to:
- introduce the aspects of marketing and handle issues related to the wine and beverage sector and the companies directly or indirectly active in it
- actively participate in the development of marketing plans for the wine and beverage sector and related studies of wine and beverage enterprises and related activities
GENERAL SKILLS
- Search for, analysis and synthesis of data and information, with the use of the necessary technology
- Working independently
- Teamwork
- Working in an interdisciplinary environment
- Production of free, creative and inductive thinking
- Decision-making
COURSE CONTENT
- Concept and evolution of marketing – Introduction to wine and beverage marketing
- The business, the marketing system and the environment
- The viticulture sector, the production and marketing of wines and beverages
- Marketing mix
- Marketing functions: buying and selling, transport, processing, processing, storage, standardisation, packaging, financing, risk taking, market information and research, communication, promotion and promotion
- Strategic business environment analysis
- Marketing strategy and planning
- Market segmentation – Positioning – Targeting
- Pricing
- Marketing and quality
- Digital Marketing – Marketing Plan
- Special topics Wine and Beverage Marketing
- Case studies
STUDENT PERFORMANCE EVALUATION
Language of Evaluation: Greek
Evaluation methods: written examination, oral examination (60%), assignments (40%)
RECOMMENDED BIBLIOGRAPHY
Greek bibliography:
- Grewal, D., Levy, M., Marketing, Kritiki Publications, Athens, 2022
- Zairis, A., Lemonakis, H., Panagiotakis, K., Stamatis, G., Business Communication and Marketing Management. The modern view: Digital Marketing, Kritiki Publications, Athens, 2021
- Tsakiris, A., Oeneborio, Psychalos Publications, Athens, 2019
- Kotler, P., Kelle, K.L., Marketing Management, Klidarithmos Publications, Athens, 2017
- Runia, P., Wahl, F., Geyer, O., Thewiben, C., Marketing, Promobos Publications, Athens, 2014
- Fahy, J., Jobber, D., Marketing Principles, Kritiki Publications, Athens, 2014
- Rouge, E. and Scheken, G., Marketing of Wine and Spirits, PROPOPPOS Publications, Athens, 2011
- Blythe, J. Introduction to Marketing, Second English Edition, Kleidarithmos Publications, Athens, 2002
Foreign bibliography:
- Olsen, J., Wagner, P., & Thack, L., Wine marketing & sales: Success strategies for a saturated market. Board and Bench Publishing, 2016
- McGechan, B., Wine marketing online: How to use the newest tools of marketing to boost profits and build brands. Board and Bench Publishing, 2013
- Hall, M. and Mitchell, R., Wine Marketing: A Practical Guide, Elsevier Ltd, 2008
- Kotler, P., and Armstrong, G., Principles of Marketing, Pearson Education, 2007
- Pride, W. and Ferrell, O., Marketing, Houghton Mifflin Co, 2007
- Burkitt, H. and Zeallen, J., Marketing Excellence, John Willey and Sons Ltd, 2006