The role of the Ambassadors is to communicate and to educate. Sant’Anna School master’s program in “Italian Wine and Global Wine Market” is uniquely designed to teach the fundamentals of management skills necessary to expand a company’s current marketing and branding strategies.

New students in the third edition of the master’s program can apply for admission until October 10, 2017. After two successful editions, Sant'Anna School, the University of Pisa, the University for Foreigners of Siena and AIS, the Italian Association of Sommeliers, organized the 2017 sessions beginning on 9 November 2017.

The training sessions are offered to graduate students in viticulture and enology, plant physiology, food chemistry, economics, marketing and communications. They are aimed also at wine industry professionals: sommeliers, journalists, educators, or winemakers and at individuals interested in advancing their career in the area of viticulture or enology.

In accordance with the master’s code regulations, applicants may be enrolled as sub condicione students, provided they have passed all their exams prior to 9 November 2017 and obtain their bachelor degree no later than 30 June 2018. The teaching session is divided into modules taught over weekends. Most courses are taught in Italian, though some are offered in English. This program is 400 hour classroom training to be held between November 2017 and June 2018, and additional 450 hour internship program offers students the opportunity to gain work experience in commercial company.

The master’s program of the “Ambassadors” for the Italian Wine and Global Wine Market introduces the Italian wine industry and its role in culture and commerce of the global world wine industry from cultural, economic and quality perspectives. The program provides a wine business and market development education. The Wine Industry is examined in the context of the domestic and global wine trade with a focus on the emerging markets: India, Mexico, Africa and Asia-Pacific. Trends in established markets (USA, Germany and UK) and positive growth in China, Korea and Russia markets will also be examined. The “ambassadors” will improve the winery’s brand exposure in the marketplace implementing a variety of marketing initiatives also through targeted campaigns. The sensory perceptions of wine quality are also explored to allow students to educate their palate to the sensory characteristics of major grape varieties.

The wine market is largely dominated by the European and North American countries but the world of wine is becoming increasingly global. Consumers’ trends and evolution are impacting the global wine market. The master’s program participants will identify the trends that are influencing the global wine market, the challenges faced by companies within the wine industry, the networks of clusters, and the relationships between various stakeholders.

While agronomists, oenologists and sommeliers have become key players in the wine industry, the AIS, the Italian Association of Sommeliers, is actively participating in this course on developing a new breed of highly qualified sommeliers and wine experts. Upon successful completion, the first level MSc students receive a sommelier certificate from AIS. This master’s program prepares participants for a rewarding career in the wine import/export agencies, wine industry in the area of wine sales, wine marketing and all aspects of the wine service industry.

“In 2015 - said the course director Pietro Tonutti - when we started the master’s program in “Italian Wine and Global Wine Market”, Italy became the second world’s biggest wine exporter (France: 8,244 M euro; Italy: 5,353 M euro). There are about one million wine makers all over the world and Italy is growing rapidly (19% of global value) with a production of 50.9mhl. In fact, the value of our exports reached 6 billion euros and Italy continues to lead the world in terms of value in the global wine market while domestic wine consumption is declining. Italian producers are currently required to respond to the growing trend of the Asian markets by boosting the “made in Italy” wine culture. Our Italian wine manager and ambassador will look for opportunities within the global market, meet the new trends and create plans to increase the industry’s competitiveness and better tackle these new international challenges”.

Find out more about the program, faculty and instructors. Click here to apply.

Cover photo: participants of the second edition

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