The training for students of the Master's programme International Wine Marketing is composed of the following contents:
| Title of the course | WS |
| VITICULTURE, CELLAR ECONOMY, OENOLOGY | 6 |
| Production-technical framework conditions of the international wine industry, soil conditions (terroir), vines, climate and climate change, cultivation measures, yields, quality, basic principles of winemaking Sparkling wine production, bottling/packaging, excursion (4 ECTS are taught at the partner university Geisenheim University) | |
| STRATEGIC MARKETING | 6 |
| Methods of market segmentation, competitive forces, strategies and advantages, competitive dynamics, brand and stakeholder management, unique selling proposition, willingness to pay, SWOT, competitive analysis, positioning, strategic anchoring of the marketing mix, supply and distribution policy decisions, positioning and brand management in the international environment, differentiation and methods for strategic positioning and further development of wine brands in the international environment. | |
| PRODUCT AND SERVICE MARKETING | 6 |
| Strategic and operational marketing management for products and services, types of products and services, process control of the product life cycle, consumer behaviour in the context of products and services, packages and bundling, quality management in the service sector, international wine tourism concepts, case studies international wine tourism | |
| METHODS OF MARKET RESEARCH | 6 |
| Quantitative and qualitative social research and statistics, steps of statistical empiricism, checking representativeness, operationalisation of variables, requirements of statistical analysis, questionnaire design, interview techniques, focus group, eye tracking | |
| INTERNATIONAL COMMUNICATION | 6 |
| Wine Business English - Basic wine terminology as well as core vocabulary associated with marketing and international management. Functional language for socializing, participating in meetings and presenting, personalized study goals will provide further language skills input and practice Sensory - Impact of vineyard management as well as production-technical framework conditions in the international wine industry and their sensory consequences. |
| Title of the course | SS |
| MARKETING COMMUNICATION AND EVENT MANAGEMENT | 6 |
| Instruments of digital marketing, social media, mobile and viral marketing, legal framework, current trends in the e-startup scene, development of event and trade fair concepts, event organisation, participant, visitor and stand personnel management, virtual and hybrid trade fairs and events, experience marketing | |
| DISTRIBUTION MANAGEMENT AND PRICING | 6 |
| Distribution in the marketing mix, distribution decisions (on-/off-trade, specialised trade, wholesale, export), instruments of trade marketing, category management, assortment design, purchasing processes, category roles, category tree, product groups and subgroups, pricing, price negotiation and price argumentation, types and structure of discount and condition systems, negotiations in the trade environment, internationalisation strategies, market entry strategies. | |
| CONSUMER BEHAVIOUR AND SENSORY MARKETING | 6 |
| Theories, models, methods and instruments for the analysis of consumer behaviour, consumer and purchase decision, brand choice behaviour, sensory analytics & consumer research, methods of sensory analysis, sensory perceptual marketing measures, discriminative and descriptive tests, quantitative and qualitative tests, multiple response analyses, evaluation of open questions, correlations, quantitative methods of consumer insight | |
| INTERNATIONAL COMMUNICATION | 4 |
| Wine Business English - Basic wine terminology as well as core vocabulary associated with marketing and international management. Functional language for socializing, participating in meetings and presenting, personalized study goals will provide further language skills input and practice Sensory - Impact of vineyard management as well as production-technical framework conditions in the international wine industry and their sensory consequences. | |
| INTERNATIONAL WINE INDUSTRY - EUROPE | 6 |
| Distribution of cultivated areas and production volumes, international wine trade, international organisations and interest groups, typical products, customer behaviour, special features in production methods, structures of wine production and marketing, development of production and sales markets, sustainability in the wine industry. | |
| INTERNATIONAL EXCURSION | 2 |
| Visiting wineries, traders or sales organisations with a broad insight into the wine industry of the visited wine region. Networking and development of social skills in a professional international environment. |
| Title of the course | WS |
| INTERNATIONAL WINE INDUSTRY - GLOBAL PERSPECTIVES | 6 |
| General conditions of the international wine industry, national and international wine law Wine industry of Central-Eastern Europe and non-European regions, typical products, special features in the production method, structures of wine production and marketing, development of central production and sales markets | |
| PRACTICE PROJECT | 6 |
| Planning, implementation and reflection of practical, project-oriented activity in connection with the focal points of the study programme. | |
| ACCOMPANYING SEMINAR MASTER'S THESIS | 3 |
| Conception of the Master's thesis, precise formulation of a project, translation of research question into research design (research question, methodology, empirical procedure, and analysis design), knowledge of the standards of scientific practice, preparation for the final examination. | |
| MASTER'S WORK | 9 |
| Thesis demonstrating the ability to work independently on a problem from the focal areas of the degree programme using scientific methods. | |
| INTERNATIONAL COMMUNICATION | 4 |
| Wine Business English - International wine terminology as well as core vocabulary associated with strategic branding, risk management, e-business, free trade, investment & current professional issues. Functional language for negotiating & presenting. Skills development will be achieved by reading, listening to & discussing professional texts and writing press statements, financial reports, business correspondence, CVs and abstracts. | |
| INTERNATIONAL EXCURSIONS | 2 |
| Visit to companies, traders or sales organisations with a broad insight into the wine industry of the visited wine-growing region Networking and development of social skills in a professional international environment. |
| Title of the course | SS |
| ACCOMPANYING SEMINAR MASTER THESIS | 3 |
| Conception of the Master's thesis, precise formulation of a project, translation of research question into research design (research question, methodology, empirical procedure, and analysis design), knowledge of the standards of scientific practice, preparation for the final examination. | |
| MASTER'S WORK | 15 |
| Thesis demonstrating the ability to work independently on a problem from the focal areas of the degree programme using scientific methods. | |
| INTERNATIONAL COMMUNICATION | 4 |
| Wine Business English - International wine terminology as well as core vocabulary associated with strategic branding, risk management, e-business, free trade, investment & current professional issues. Functional language for negotiating & presenting. Skills development will be achieved by reading, listening to & discussing professional texts and writing press statements, financial reports, business correspondence, CVs and abstracts. | |
| INTERNATIONAL EXCURSIONS | 2 |
| Visit to companies, traders or sales organisations with a broad insight into the wine industry of the visited wine-growing region Networking and development of social skills in a professional international environment. | |
| CURRENT TOPICS IN THE WINE INDUSTRY | 6 |
| Current developments and their impact on the international wine industry and related sectors, e.g. food and beverage production, tourism and gastronomy, sustainability, natural / orange wine, craft beer, spirits The exact, current topics are discussed annually in the course committee at the suggestion of the students and determined by the course management. |
