Master’s degree in Marketing and Corporate Communication

Food and wine marketing

Course code
Name of lecturer
Roberta Capitello
Roberta Capitello
Number of ECTS credits allocated
Academic sector
Language of instruction
secondo semestre dal Feb 17, 2014 al May 30, 2014.

Lesson timetable

secondo semestre
Day Time Type Place Note
martedì 11:00 AM - 12:40 PM lesson Lecture Hall SPC  
mercoledì 9:20 AM - 11:50 AM lesson Lecture Hall SPC  

Learning outcomes

The course aims to lead the student to the specificities and the analysis approaches of food and wine marketing. In particular, it proposes to examine the aspects of differentiation, food quality and origin, and to deepen the methodologies to estimate the consumer willingness to pay. Starting from the EU and national regulatory framework, the course will provide the main marketing tools for the processes of promotion of food and wine typical productions, even in the territorial marketing activities.


The agro-food system and the specificities of food marketing
The analysis of the food consumer
The brand strategies
The collective brands
Food and wine packaging and labelling
The communication in the agro-food system
The collective comunication and the role of "Consorzi di Tutela"
The distribution channels and the vertical integration
Territorial marketing and role of agro-food firms
Food and wine tourism

The material for study consists of the teacher presentations, lecture notes, teaching material and references delivered by the teacher during the lessons, and reported in e-learning.

Assessment methods and criteria

Learning will be assessed through oral exam. The exam consists of a discussion aimed at verifying depth and breadth of knowledge, property of language, and analysis ability.

© 2002 - 2020  Verona University
Via dell'Artigliere 8, 37129 Verona  |  P. I.V.A. 01541040232  |  C. FISCALE 93009870234