WISO300705 International wine marketing

Type
Lecture
Semester hours
2
Lecturer (assistant)
Tischler-Zimmermann, Michael
Organisation
Marketing and Innovation
Offered in
Wintersemester 2026/27
Languages of instruction
Deutsch
Content

This course examines international marketing in the wine industry from strategic, market-oriented and applied perspectives. It focuses on how wineries, wine regions and institutional players develop visibility, differentiation and competitiveness in dynamic international markets.

Drawing on marketing theory, the course discusses current developments in the global wine industry: changing consumer behaviour, origin and brand strategies, pricing and distribution structures, digital communication channels, direct-to-consumer models, and the use of data and artificial intelligence in analysis, planning and implementation. In doing so, students reflect on the interplay between market dynamics, cultural contexts, regulatory frameworks and business strategy.
Previous knowledge expected

no
Objective (expected results of study and acquired competences)

Upon successful completion of the course, students will be able to:
• analyse international wine markets, taking into account economic, cultural, regulatory and social conditions;
• apply key concepts of strategic and operational marketing to issues within the wine industry;
• to critically evaluate origin, brand and positioning strategies of wineries, wine regions and institutional stakeholders;
• to develop and justify distribution, pricing and communication strategies for export-oriented wine businesses and wine organisations;
• to assess current developments – such as changing consumer behaviour, digital communication, direct-to-consumer models, data analysis and artificial intelligence – in terms of their relevance to the wine industry;
• to devise practical international marketing concepts based on sound analysis, clearly defined objectives and consistent implementation.
You can find more details like the schedule or information about exams on the course-page in BOKUonline.