Now in its ninth edition, the First Level Master's Diploma Vini italiani e mercati mondiali continues its objective of training future professionals in Italian wine marketing and communication strategies. "Ambassadors of Italian wine" able to promote internationally one of the excellences of our agri-food production. Promoted by the Scuola Superiore Sant'Anna jointly with the Università di Pisa, Università per Stranieri di Siena, Università di Siena, in collaboration with Associazione Italiana Sommelier (AIS), the Master's Diploma is now accredited as a point of reference for advanced training in the specific sector of national wine production. The participation of the universities reinforces the quality and breadth of the training proposal and confirms the interest of Tuscan university institutions in the Master's professional course. Enrolment to participate is open until 9 October 2023.
The high level of employment and possible professional outlets
The success of the Master's Diploma is testified by the employment level of those who graduated. About 70% of those who started a job did so at the end of the internship or even before the end of the Master's course. And the AlmaLaurea university consortium reports an employment rate of between 65 and 90 per cent within a year of graduating.
The professional outlets are manifold and concern, in particular, national and international promotion activities both for individual companies and for collective brands, marketing management and responsibility, event organisation and wine tourism management, communication strategies.
Who can participate
The Master's Diploma is open to undergraduate and postgraduate students in any discipline. The application for admission must be accompanied by a motivational letter and is also open to undergraduates who have completed their examinations before the start of classes and who plan to acquire the qualification during the course of the Master's Diploma. It is possible to request participation in individual modules or as auditors. Some lectures will be held in English to facilitate the approach to international markets.
Wine production as a driving force for the economy
"Italian wine production represents one of the strengths of the national agri-food sector with a driving role for the entire economy," comments Pietro Tonutti, director of the Master and full professor in viticulture at the Scuola Superiore Sant'Anna. "Even in the last harvest of 2022, Italy maintained its role as world leader, accounting for almost 20% of world production. In the face of the commercial success of certain types of wine, Italy is directing more and more attention to local grape varieties, which represent a great cultural heritage and biodiversity.
'In 2022,' Tonutti continues, 'Italy not only maintained its supremacy as the leading wine-producing country, but, based on the first available data, would also have overtaken Spain as the leading wine exporting country (by volume). The value of exports has touched EUR 8 billion, an absolute historic record, demonstrating the strong dynamism of the sector and the growing attractiveness of Italian wine abroad. The challenge awaiting Italian wine exports is that of further increasing the value and expanding the importing countries and consolidating market flows. Compared to 2021, European markets show an increase in Italian wine imports of 7%, while there is a contraction of about the same percentage points in non-EU markets.