Course overview
This course will introduce students to wine marketing knowledge in the context of wine branding. Key topics covered include the concept of mental availability and its application for the development of distinctive assets, understanding consumer behaviour models and applying them to the key principles which allow wine brands to grow, the similarities and differences of launching wine brands in established and emerging markets, as well as the key criteria required to develop a successful branding strategy for a wine business.
Course learning outcomes
- Critically review the acquired wine marketing knowledge in the context of wine branding.
- Explain the concept of mental availability and its application for the development of distinctive assets.
- Examine the consumer behaviour models and apply the key principles, which allow wine brands to grow.
- Assess and differentiate the similarities and differences of launching wine brands in established and emerging markets.
- Work effectively in a group to propose a potentially successful branding strategy for a wine company.