Marketing of Agricultural Products and Wines

General

• Code: TΑBO-82-Η2
• Semester: 8th
• Study Level: Undergraduate
• Course type: Special Background
• Teaching and exams language: Greek (English for Erasmus students)
• The course is offered to Erasmus students
• Teaching Methods (Hours/Week): Tutorials (Theory) & practice works (4)
• ECTS Units: 3
• Instructors: Pavlidis Stavros

Course Contents

Indicative modules

• The development of marketing and the extent of its adoption by the enterprises.
• Scope of marketing (industrial, publicsector bodies etc.).
• Marketing and the creation of needs.
• Definition and content of marketing and vinous marketing.
• Marketing environment and the determination of the market (with an emphasis on wine sector).
• Methods of market research and understanding of the consumer behavior of people and enterprises. (With an emphasis on the wine sector).
• Configuration of a customerdriven marketing strategy and the value creation for consumers (withemphasis on the wine sector).
• Process of segmentation and targeting of the product market (with an emphasis on wine product).
• Differentiation and positioning in marketing. Configuration and definition of a unique selling proposal. (Withanemphasison products of the wine sector).
• Analysis of the four tools of the marketing mix (product, pricing, promotion and distribution) with an emphasis on product, service and brand (emphasis on wine product and the related to this services and brands).
• Development of new products and strategies of product life cycle with an emphasis on wine products and other related products and services.
• Overall strategic planning of an enterprise or an individual business unit (SBU), designing a portfolio of activities, portfolio planning activities. Strategic planning of an activity. (Emphasis is given on wine producing enterprises).
• The concept of strategic planning. The relationship between marketing and strategic planning. The relationship between consumers and strategic planning. The marketing process in the formulation of marketing strategy. The analysis of the individual elements and the creation of a marketing plan.
• European Union policies regarding marketing and distribution of wines and beverages.
• Analysis of specific issues regarding wines and beverages marketing as well as other related activities concerning nutrition, wine tourism and culture.
• Marketing case Studies and activities of implementing the concepts and procedures of marketing in the vinewine sector and other related activities.

Educational Goals

The course ‘’ Marketing of wines and beverages’’ constitutes the basic introductory course on the concepts of modern marketing and the procedures and principles that it promotes with an emphasis on issues of the vine-wine sector and other related enterprises and activities such as activities connected to tourism, culture, environment, welfare and gastronomy.The context of the course aims to introduce students to the basic concepts of marketing, the connection of the concept and the role of the modern marketing with the strategic operational objectives and the relevant operational / economic environment of the vine-wine company. It also contributes to the understanding of the overall evaluation of marketing and the requirements for its effective management. Students should be in position to understand the contribution of administrative operation of marketing in the contemporary wine making enterprises and the techniques applied by the marketing executives of these enterprises during the planning of the four major components of the marketing mix (product, promotion, distribution, value). The students should be able to comprehend issues arising in the frames of the macro – micro environment of an enterprise and adapt marketing strategies anticipating the best possible results, as well as to be in position to apply modern methods of market research and analysis of purchasing behaviour. Finally, they should be aware of the analysing process of the product and its attributes, as well as the appropriate positioning strategies, aiming at the establishment and maintenance of its value and comparative advantage, adapted to vine-wine sector and other related enterprises, in the context of a modern competitive economic environment. With the successful completion of the course the students will be able to:

• Understand the basic and critical points of marketing, and their interconnection with thebroader economic and operational objectives of a wine producing company or any other commercial – entrepreneurial activity related to the wine sector.
• Have knowledge of the various tools and techniques of marketing and the way in which they are used in order to ensure the successful presence of the products of a vinous firm in amarket.
• Understand the role of the marketing services department in the framework of the broaderorganizational and operational design of a wine producing company.
• Distinguish the main roles of the various components of the marketing mix in a vinouscompany or a case study and to assess their role both separately and overall.
• Design the marketing mix for a product or a service with an emphasis on wine products and services.
• Understand and perceives the broader operational environment of a vinous company andthe way it is changing.
• Understands and perceives the role of market research and the importance of the rationalmanagement of information that it promotes during the process of analysing the consumer behaviour with an emphasis on the market and the consumers of wine products.
• Incorporate the market research and the marketing mix in the formulation of the strategicplan marketing of a product or a service.
• Perceive the particularities of the market segments and to select the best positioning anddifferentiation strategies of their products with an emphasis on the wine products.
• Compare and evaluate different marketing strategies through case studies adapted to the wine sector.
• Have been familiar with the technical applications and practices of marketing in the framesof the vine – wine and other related to this sectors participating actively in the development of operational marketing plans and studies both individually and within a team.

General Skills

• Working independently.
• Decision-making.
• Adapting to new situations.
• Team work.
• Project planning and management.
• Production of free, creative and inductive thinking.

Teaching Methods

• In the classroom, face to face.

Use of ICT means

• Basic software (windows, word, power point, the web, etc.).
• Support of learning process through the electronic platform / e-class.

Teaching Organization

Students Evaluation

I. Final written examination (60%) comprising:

• Short Answer Questions.
• Open response questions.
• Oral Examination (in special cases)
• Questions on issues concerning the implementation of the .theories and models of wine and beverage marketing in cases and problems.

II. Presentation of Group Work (20 %)

III. Presentationofindividualwork (20 %)

Recommended Bibliography

1. Βιβλίο [86056326]: Μάρκετινγκ Αγροτικών Προϊόντων και Τροφίμων, Lucie Sirieix, Philippe Aurier.
2. Βιβλίο [77121099]: Μάρκετινγκ Αγροτικών Προϊόντων, Καμενίδης Χρίστος.
3. Βιβλίο [22767610]: Μάρκετινγκ και τιμές Αγροτικών Προϊόντων, Norwood B., Lusk J.
4. Emmanuelle Rouzet-Gerard Seguin (2011), Μάρκετινγκ Οίνων και Αποσταγμάτων, Προγράμματα δράσης, Τεχνικές πωλήσεων, Στρατηγικές. Εκδόσεις Προπομπός,  Ιανουάριος.
5. Galina Mladenova & Hadezda Dimova (2009), Αρχές Μάρκετινγκ. Εκδόσεις Νέο Πανεπιστήμιο Βουλγαρίας, Σόφια Βουλγαρίας.
6. Hall, M. and Mitchell, R. (2008), Wine Marketing: A Practical Guide, Elsevier Ltd.
7. Kerin Roger, Peterson Robert, (2011), Στρατηγικές Μάρκετινγκ, 12η Αμερικάνικη έκδοση.  Εκδόσεις Τζιόλα,  Θεσσαλονίκη.
8. Kotler –Keller (2007), Μάρκετινγκ – Μάνατζμεντ 12η Aμερικανική έκδοση. Εκδόσεις Κλειδάριθμος 2006 .
9. Kotler,P. J., & Armstrong, G. M. (2009), Εισαγωγή στο Μάρκετινγκ, Εκδόσεις Επίκεντρο Α.Ε., Θεσσαλονίκη.
10. Pride, W. and Ferell, O., Marketing, Houghton Mifflin Co.
11. Αλεξανδρής Κωσταντίνος, (2011), Αρχές μάνατζμεντ και μάρκετινγκ οργανισμών και επιχειρήσεων αθλητισμού και αναψυχής. Εκδόσεις Χριστοδουλίδη Θεσσαλονίκη.
12. Μάλλιαρης, Π (2012), Εισαγωγή στο Μάρκετινγκ (4ηέκδοση), Εκδόσεις Σταμούλη.
13. Μιχαήλ Ε. Ναλμπάντης (2013), Brand η στρατηγική. Εκδόσεις Φερενίκη, Οκτώβριος, Αθήνα.
14. Πανηγυράκης, Γ. και Σιώμκος, Γ. (2005), Μελέτες Περιπτώσεων Μάρκετινγκ, Εκδόσεις Σταμούλη Α.Ε., Αθήνα.
15. Παπασταθοπούλου -Μπάλτας (2013), Συμπεριφορά Καταναλωτή. Εκδόσεις Rosili, Αθήνα.
16. Πετράκης Μιχαήλ (2011), Η έρευνα Μάρκετινγκ. Εκδόσεις Σταμούλη Α.Ε., Αθήνα.
17. Σέργιος Δημητριάδης και Αλεξία Τζωρτζάκη (2010), Μάρκετινγκ – Αρχές –Στρατηγικές- Εφαρμογές, Εκδόσεις Rosili  , Αθήνα.