Postgraduate and master’s programs: University of pisa, university for foreigners of siena and ais announce THE program “ITALIAN WINE AND GLOBAL wine MARKET” starting in november 2018
For the fourth year in a row, the Master’s Program “Italian Wine and Global Wine Market” organized by Sant’Anna School, University of Pisa, University for Foreigners of Siena and AIS, the Italian Association of Sommeliers, offers lectures, seminars, and workshops to train students as Italian wine ambassadors. A robust understanding of wine industry, a deep knowledge of marketing strategies and creativity are crucial for a brand ambassador to engage with customers and consumers on a more in-depth level. Training for winery, vineyard, and tasting will focus on the value of brand ambassadors to boost market shares and to drive sales among the wine and spirits international markets.
The program, started on November 8, has improved the employment outcomes over the years. In fact, as the Euro became slightly stronger in the past 12 months, Italian wine exports accounted for 6 billion in 2017. “When we started the master’s program in “Italian Wine and Global Wine Market”, wine exports in Italy accounted for 5 billion Euro - said the course director Pietro Tonutti. Over the past three years - Italian wine production has continued to grow, representing 16% of global production. We expect this positive trend (Tuscany also contributes positively to this trend) to continue for the future. While domestic wine consumption is declining, exports have generated growth and increased tourism to Italy. This program – concluded Pietro Tonutti - is designed to pursue its success in a focused way. We will continue to expand our “Made in Italy” offering to achieve high-impact products and gain new customers”.
The Ambassadors of the program will improve Italian winery’s brand implementing a variety of marketing initiatives through targeted campaigns from cultural, economic and quality perspectives. The top export markets for Italian wines are established markets such as USA, Germany and the UK but also China, Korea and Russia. One of the objectives is to develop new insights on export initiatives and examine how promotion programs may lead to a better export performance in “emerging” India, Africa, Mexico and Asia markets.
The training sessions will be held from November 2018 to June 2019 for graduate students, wine industry professionals, and individuals interested in advancing their career in the area of viticulture or enology. 2018. The teaching session is divided into modules taught over weekends. This program is 400-hour classroom training and additional 450-hour internship.
