MASTER’S PROGRAM IN ITALIAN WINE AND GLOBAL MARKETS, CALL FOR APPLICATIONS OPEN UNTIL 25 OCTOBER - HOW to become A WORLD BRAND “ambassador of Italian wine and food culture”
Deadline extended! The Master application deadline was extended to give aspiring brand ambassadors of Italian wine and food culture in the world more time for registration. After a successful first edition, lectures of the 2016-2017 “Italian wine and global markets” first-level university master program organized by AIS, Italian Association of Sommeliers, Sant'Anna School of Advanced Studies, University of Pisa, and University for Foreigners of Siena, will start on 10th November 2016; applications may be submitted up until Tuesday, October 25.
The master’s course aims at responding to training professionals with responsibilities in wine industry and viticulture and enology sectors. The food and wine sector plays a key role in "Made in Italy" branding strategy and contributes to create a strong sense of the Italian identity enhancing cultural and economical aspects in international marketing strategies.
In 2015 Italy became the world’s biggest wine producer. To be successful in international markets and in emerging markets, promoting the wine sector and, more generally, food and wine industry, we need proper training and good marketing strategies. The master’s program in Italian wine and global markets can provide effective training and develop professional capacities in wine industry expertise offering effective teaching from academics, expert industry professionals and consultants in addition to the internship programs designed for career exploration.
In the university master's degree "Italian Wine and global markets" can participate graduates of the first level in viticulture and enology, in agribusiness economics, in communication, in marketing as well as graduates of the first and second level in other subjects related to the professional profile. Admission is also offered to undergraduate students who have passed all the exams before classes start and who plan to earn the degree before 10th November 2016. Participants can be admitted to single session or as guest listener. Most courses are taught in Italian, though some are offered in English.
The teaching session is divided into three modules, to which is added the sommeliers training program. This program is 400 hour of classroom training, and additional individual activities including the internship are scheduled to be held between July 2017 and January 2018. The interns will be involved in wine’s production, international trade, brand positioning, marketing, and communication.
"The success of the first edition - comments Professor Pietro Tonutti, director of the Master’s program - confirms that the proposal to set up a second edition of the training program focused on the knowledge of the Italian wine and its quality / identity, on marketing strategies, communication and promotion, consumer characteristics and international markets is viewed with keen interest both by those who want to build a specific and innovative career, both by world’s top producers that, given the trends of the last few years, gave particular attention to export dynamics ".
"It is common knowledge - adds Pietro Tonutti - that the turnover of Italian wine companies was positive in the recent years due to foreign demand, with a constant increase in exports that reached a record amount of nearly 5.4 billion euro in 2015. The global wine consumption level is changing significantly. Currently, several actions may be taken in different geographic areas to consolidate our presence, also to open up interesting new opportunities that need to be explored with appropriate strategies. The Master - said the director Pietro Tonutti - specifically aims to train professionals capable of addressing issues and challenges that the Italian wine industry should manage increasing cultural competence, knowledge, and skills ".
