Planning Innovative Rechniques for Wine Marketing and Sales

The aim of the course is to prepare students to understand and use modern techniques in wine sales. Students will be able to understand their target consumer and understand how to use the best sales approach to sell your wine to this target consumer.
Students need to understand all aspects of the sale of wines offered by the modern business environment, business models and technology.
They will develop the selling skills of understanding the customer, preparation of effective sales argument for himself, and the estate wine.

Admission to the 3rd year of study program.

• Basics of project management
• Basic presentation skills - presentation of the wine, winegrower, and estates
• Legal restrictions and ethical aspects of wine promotion
• Basics of business communication
• Efficient sales argumentation of own wines
• Indirect sales channels for wines (importers, dealers, distributors, web shops ...)
• Direct sales channels (personal selling, testing, clubs, fairs ...)
• Key elements of sales through various online channels (own website, clubs, online shops ...)

Knowledge and understanding of:
* buyers of wine, their needs, expectations
* persuasion,
* presentation of the wine, the vineyard, and the cellar itself
* preparing for the sales meeting, acting at the fair with the use of basic techniques of project management
* modern sales techniques
* the available distribution channels for the sale of wine
* the use of various forms of direct and indirect sales
* all aspects of a comprehensive web presence
* key elements of their own web pages, online shops ...

Exam 50%, seminar 20%, interactive tutorials 20%, performance/presentation 10%.

Iztok Sila is a graduate of the first-generation MBA school from Brdo pri Kranju (in 1991), the predecessor to today’s IEDC-Bled School of Management.
At the start of his professional career, he gained his professional experiences in leading marketing agencies in Slovenia and Croatia. He has worked with international networks of advertising and media agencies and cared for great clients and brands – domestic, regional and global – with a wide variety of areas, ranging from automotive, wine cellars, telecommunications and tourism to fashion, sports, culture and bookselling.
Throughout his career, Iztok Sila has been active in various professional associations and institutions, helping shape the marketing profession and steer its development. He was President of the Supervisory Committee of the Slovenian Advertising Chamber, President of the Board of the Slovene Ethnographic Museum, and a long-standing member of the Management Board of the Slovenian Marketing Association and the Marketing Council of the Slovenian Olympic Committee.
He has been regularly invited as a guest lecturer at various academic institutions and in the academic year 2013/14 he joined Gea College, where he teaches Basics of marketing and market analysis, and at FVV, he teaches Marketing and Promotion of wine.

He moderated several discussions, conferences, and professional meetings.