The curriculum for students on the Master’s programme in Wine and Food Marketing* comprises the following modules:
| Course title | WS |
| FUNDAMENTALS OF WINE AND FOOD PRODUCTION | 6 |
| An introduction to the key production processes in the wine and food industries – from raw materials, terroir and climate change through to production methods, quality assurance, food safety and regulatory requirements. Field trips provide insights into real-world production and processing contexts. (Parts of the course are delivered in collaboration with international partner universities.) | |
| METHODS OF MARKET RESEARCH | 6 |
| Quantitative, qualitative and experimental methods in market and consumer research, ranging from operationalisation and measurement concepts through questionnaire and interview design to eye-tracking. Analysis and interpretation of empirical data to inform well-founded marketing decisions. | |
| STRATEGIC MARKETING | 6 |
| Concepts and methods of strategic marketing, including market segmentation, competitive analysis, positioning and brand management, as well as value-driven product and sales decisions. Application in the strategic development of wine and food brands within an international market environment. | |
| PRODUCT AND SERVICE MARKETING | 6 |
| Strategic and operational marketing management for products and services, with a focus on the product life cycle, touchpoints, product range and brand strategies, and quality management. International case studies from the wine, food and culinary tourism sectors highlight current trends, differentiation strategies and best practices in product, service and offering design. | |
| BUSINESS COMMUNICATIONS SKILLS I | |
| Business Communications Skills I – taught in English, with a focus on professional interaction, presentations, teamwork and intercultural competence within the wine and fine food industry. The course addresses the communication requirements of international business contexts and supports the reflective development of individual communication and collaboration skills. | 4 |
| Sensory Evaluation – Fundamentals of the sensory perception of taste, smell, texture and visual stimuli, as well as their cultural influences and impact on consumer behaviour. Sensory analysis is treated as an empirical method and as a strategic factor for evaluation, brand image, price perception and marketing decisions in the wine and food industry. | 2 |
| Course title | SS |
| INTERNATIONAL WINE AND FOOD BUSINESS | 6 |
| Structures, markets and developments in the European wine and food industry, with a focus on production, trade, consumption trends and value chains. The course covers regional priorities in Western and Southern Europe, quality and origin schemes, sustainability, security of supply, as well as key challenges and future prospects for European markets. | |
| CONSUMER BEHAVIOUR AND SENSORY MARKETING | 6 |
| Analysis of consumer behaviour and purchasing decisions based on psychological processes, brand perception and sensory stimuli. Sensory analysis and sensory marketing in the wine and food industries, as well as qualitative, quantitative and experimental methods of consumer and market research to generate well-founded consumer insights. | |
| MARKETING COMMUNICATION AND EVENT MANAGEMENT | 6 |
| Digital marketing and communication strategies, ranging from social media, influencer marketing and online advertising to the analysis and measurement of the success of digital campaigns, taking into account the legal framework. Design, planning and implementation of trade fairs and events as integrated communication and experience marketing tools in an international context. | |
| DISTRIBUTION MANAGEMENT AND PRICING | 6 |
| Distribution and pricing strategies within the marketing mix, covering national and international sales channels, retail and category management, price negotiation, terms and conditions systems, and market entry strategies. Strategic distribution decisions, value creation in the retail sector, and the successful positioning of products and brands in highly competitive markets. | |
| BUSINESS COMMUNICATIONS SKILLS II | |
| Business Communications Skills II – taught in English, with a focus on professional interaction, presentations, teamwork and intercultural competence within the wine and fine food industry. The course addresses the communication requirements of international business contexts and supports the reflective development of individual communication and collaboration skills. | 4 |
| International Field Trip I – Thoroughly prepared international excursions to major wine and gourmet regions, featuring in-depth analysis of market, competitive and internationalisation strategies. Building on the foundations laid in the first year of study, the focus is on complex value chains, strategic decisions and their economic, sensory and cultural context. | 2 |
| Course title | WS |
| GLOBAL PERSPECTIVES OF THE WINE AND FOOD BUSINESS | 6 |
| Global structures, markets and key players in the wine and food industry, with a focus on non-European regions, international trade relations and cultural differences in consumer behaviour. Global challenges such as climate change, security of supply, sustainability and social responsibility, as well as strategic perspectives for companies and exporters in the context of international competition. | |
| PRACTICAL PROJECT | 6 |
| An application-oriented project format designed to apply theoretical concepts from strategic and operational marketing, consumer behaviour, sensory marketing, and product and service development to real-world business challenges. In collaboration with industry partners, students develop, test and reflect on market-oriented solutions and trial these as a ‘laboratory’ for strategic, operational and international marketing decisions. | |
| SEMINAR ACCOMPANYING THE MASTER’S THESIS I | 3 |
| A seminar to support the development and drafting of the Master’s thesis, focusing on independent topic selection, precise research questions and sound research designs. Students reflect on theoretical approaches, methodological decisions and academic standards, and develop their work step by step within a supervised, discursive framework. | |
| MASTER’S THESIS I | 9 |
| An independent academic thesis addressing a relevant topic in wine and food marketing, consumer research or related fields. The thesis combines in-depth analysis and theoretical framework with practical relevance, positioning the findings at the interface between research and business application. | |
| BUSINESS COMMUNICATIONS SKILLS III | |
| Business Communications Skills III – Advanced business and academic communication in English, focusing on professional presentation, emotional and cultural intelligence, and leadership communication. The course strengthens employability-oriented skills such as personal branding, entrepreneurial thinking and digital presence, and supports the development of reflective skills as well as effective communication in academic contexts, including thesis defences and professional presentations. | 4 |
| International Field Trip II – Thoroughly prepared international excursions to major wine and gourmet regions, featuring in-depth analysis of market, competitive and internationalisation strategies. Building on the foundations laid in the first year of study, the focus is on complex value chains, strategic decisions and their economic, sensory and cultural context. | 2 |
| Course title | SS |
| CURRENT TOPICS IN THE WINE AND FOOD BUSINESS | 6 |
| Current Topics in the Wine Business and in Related Industries – an examination of current developments, trends and challenges facing the international wine and food industry. The key topics are redefined annually and are guided by technological, social and economic changes, including sustainable production methods, shifts in consumption patterns, new dining and dietary trends, as well as ethical and social issues. | |
| SEMINAR ACCOMPANYING THE MASTER’S THESIS II | 3 |
| A seminar to support the development and drafting of the Master’s thesis, focusing on independent topic selection, precise research questions and sound research designs. Students reflect on theoretical approaches, methodological decisions and academic standards, and develop their work step by step within a supervised, discursive framework. | |
| MASTER’S THESIS II | 9 |
| An independent academic thesis addressing a relevant topic in wine and food marketing, consumer research or related fields. The thesis combines in-depth analysis and theoretical framework with practical relevance, positioning the findings at the interface between research and business application. | |
| MASTER'S THESIS DEFENCE | 6 |
| BUSINESS COMMUNICATION SKILLS IV | |
| Business Communications Skills IV – Advanced business and academic communication in English, focusing on professional presentation, emotional and cultural intelligence, and leadership communication. The course strengthens employability-oriented skills such as personal branding, entrepreneurial thinking and digital presence, and supports the development of reflective skills as well as effective communication in academic contexts, including thesis defences and professional presentations. | 4 |
| International Field Trip III – Thoroughly prepared international excursions to major wine and gourmet regions, featuring in-depth analysis of market, competitive and internationalisation strategies. Building on the foundations laid in the first year of study, the focus is on complex value chains, strategic decisions and their economic, sensory and cultural context. | 2 |
