Promotion of Wine

Knowing the basics and general principles of marketing communication.

Learn about marketing practices and current methods of promotion products food products (wine)

The content of the course associates general knowledge of the consumer society of marketing principles and theory of marketing communication in the case of wine as a specific product on the Slovenian and global market.

Not required.

• Understanding products as brands
• Basic concepts in marketing communication
• Communication process
• Consumer behavior and communication
• Researching consumption of wine and other drinks
• Elements of marketing communication
• Label and product design as communication tool
• Marketing agencies
• Mass and »new« Media
• Public relations
• Wine as part of tourist offer
• Wine as signifier in social life
• Culture and international marketing communications
• Legal and ethical considerations of wine promotion
• Introduction to business communication

TUTORIALS

Student are expected to prepare a group project, that includes secondary data research, some primary research in the field, final report and presentation.

Design, preparation and execution of effective (sales) presentations

Students will learn the basics of business communication with the acquired knowledge for general promotion and limitations offered by the promotion of wine and alcoholic beverages, they will be able to select appropriate ways of promoting wine. They will be able to assemble the advertising message and use new media for communication purposes.

• Kotler: Principles of Marketing, Prentice Hall E-version
• Moulton, K.; Lapsley, J.: Succesful Wine Marketing, Springer, 2001, Chapters: 1, 2, 9, 12, 15.
• Konečnik-Ruzzier: Temelji trženja, Meritum, Lj., 2011 Katalog
• Slides
• Notes
• Selected articles

Written and presented assignment 50 % /project and written test 50 %

• Habilitated senior lecturer
• Business consultant
• Marketing director of the year 2008 (elected by members of the Slovenian Marketing Association)
• Member of the Advertising Tribunal at the Slovenian Advertising Chamber
• Director of marketing and PR at Mladinska knjiga založba Publishing house
• CMO at Telekom Slovenia
• Deputy Managing director, Clients service director and Account director at several Slovenian and biggest regional marketing agency

• SILA, Iztok, TOROŠ, Ivan. Competitive advantages for schools: what is important when students decide what and where to study = Konkurenčne prednosti visokih šol in fakultet: kaj je pomembno, ko študentje izbirajo šolo. V: AŠANIN GOLE, Pedja (ur.), MAČEK, Anita (ur.). Izzivi uporabnih poslovnih in družbenih študij : monografija Doba fakultete 2018 = Challenges of applied business and social studies : 2018 monograph of the Doba Business School, (Zbirka Spoznanja iz ekonomskih ter uporabnih poslovnih in družbenih študij). Maribor: Doba Fakulteta za uporabne poslovne in družbene študije: = Doba Business School. 2018, str. 124-134. [COBISS.SI-ID 513038640]
• SILA, Iztok. Effect of fake news on the buying behaviour of consumers. V: AŠANIN GOLE, Pedja (ur.). Turn innovative ideas into reality : reviewed extended abstracts of the 8th International Scientific Conference of the DOBA Business School, (Book collection Lessons from economic and applied business and social studies). Maribor: Doba business school: = Doba fakulteta za uporabne poslovne in družbene študije. 2018, str. 127-129. https://www.fakulteta.doba.si/upload/pdf_dokumenti/turn_innovative_ideas_into_reality(1).pdf. [COBISS.SI-ID 513038384]
• TOROŠ, Ivan, SILA, Iztok. Facts important for students' choice of high school. V: AŠANIN GOLE, Pedja (ur.). Turn innovative ideas into reality : reviewed extended abstracts of the 8th International Scientific Conference of the DOBA Business School, (Book collection Lessons from economic and applied business and social studies). Maribor: Doba business school: = Doba fakulteta za uporabne poslovne in družbene študije. 2018, str. 86-88. https://www.fakulteta.doba.si/upload/pdf_dokumenti/turn_innovative_ideas_into_reality(1).pdf. [COBISS.SI-ID 513038128]
• SILA, Iztok. Fake news in marketing: the spinach and tobacco cases = Lažne novice v marketingu: primer špinače in tobačne industrije. V: AŠANIN GOLE, Pedja (ur.), MAČEK, Anita (ur.). Izzivi uporabnih poslovnih in družbenih študij : monografija Doba fakultete 2018 = Challenges of applied business and social studies : 2018 monograph of the Doba Business School, (Zbirka Spoznanja iz ekonomskih ter uporabnih poslovnih in družbenih študij). Maribor: Doba Fakulteta za uporabne poslovne in družbene študije: = Doba Business School. 2018, str. 232-240. [COBISS.SI-ID 513038896]
• SILA, Iztok, ÖZKOYUNCU, Fatih, KARANFILOVSKA, Meri. Integrated marketing communication vs. omnichanel marketing: What is there for us?. V: AŠANIN GOLE, Pedja (ur.), ANDONOV, Dejan. Linking business and communication : from a sparkle to a flame, (Book collection Lessons from economic and applied business and social studies). Maribor: Doba Business School. 2018, str. 109-125. [COBISS.SI-ID 513023792]