Wine Tourism Comunication and New Marketing Tools

Code:

VIT4026

Acronym:

VIT4026

Level:

400

Keywords
Classification	Keyword
OFICIAL	Marketing

Instance: 2020/2021 - 1S

Active?	Yes
Responsible unit:	Department of Geosciences, Environment and Spatial Plannings
Course/CS Responsible:	Master in Wine, Tourism and Innovation

Cycles of Study/Courses

Acronym	No. of Students	Study Plan	Curricular Years	Credits UCN	Credits ECTS	Contact hours	Total Time
WINTOUR	25	Plano Oficial do ano letivo 2020.	2	-	6	49	162

Teaching language

English

Objectives

ENG

Achieve knowledge and capacities to understand and analyze integrated marketing communication from a consumer and a corporate perspective. Understand the key marketing communication challenges, theory and tools. Obtain skills on the development and implementation of a strategic integrated Marketing Communication Plan Understand the importance of IMC to leverage equity in the context of the wine tourism

 

Learning outcomes and competences

ENG

Each topic corresponds sequentially to at least one session. The sequence of the syllabus part of a general perspective for the specific Methodology (GAS) so students acquire knowledge in a framed way. In each of the topics covered are presented actual cases and current Portuguese and global context such as wine brand communications and new challenges. In each session letiva students have the opportunity to acquire knowledge and develop skills by solving real challenges faced by all media professionals (Example: to present a briefing to the students and ask them to draw up a creative strategy for the wine product brand).

Working method

Presencial

Program

Wine Tourism integrated marketing communication:

1. Integrated marketing communication (IMC) definition, perspectives and the strategic nature of IMC
2. Communication theory, plan, tools and different perspectives
3. IMC, positioning and Branding (awareness, image, perceived quality and loyalty)
4. Wine tourism communication examples

New Marketing Tools

1. Digital era
2. Artificial Intelligence in marketing

Wine tourism examples

Mandatory literature

Belch & Belch ; Advertising and promotion: an integrated marketing communications perspective, Global Edition, McGraw-Hill. ISBN: 9780071314404

Complementary Bibliography

Sigala & Robinson; Management and Marketing of Wine Tourism Business Theory, Practice, and Cases, Springer, 2019. ISBN: 978-3-319-75461-1
Aaker, David ; Measuring brand equity across products and markets
Shimp, Terence A; Promotion management and marketing communications. ISBN: 0-03-076748-2

Teaching methods and learning activities

The course will run through theoretical lessons, practical examples and design thinking methods which aims to combine both theoretical and practical insights with the participation and creativity from the students:

Exhibitions.

Presentation and discussion of concepts, methodologies and techniques with audiovisual media.

Evaluation Type

Distributed evaluation without final exam

Assessment Components

designation	Weight (%)
Apresentação/discussão de um trabalho científico	40,00
Trabalho escrito	60,00
Total:	100,00

Amount of time allocated to each course unit

designation	Time (hours)
Apresentação/discussão de um trabalho científico	30,00
Elaboração de projeto	40,00
Estudo autónomo	30,00
Frequência das aulas	30,00
Trabalho escrito	32,00
Total:	162,00

Eligibility for exams

Positive classification in each one of both components (oral presentation + write report)

Calculation formula of final grade

• Integrated Communication Plan (60%)

+ 

• Scientific paper oral presentation and discussion (40%)

Classification improvement

Individual writing exam - 100%