the global market for italian wine: October 7 is the admission deadline for the 5th master’s course promoted by SANT’ANNA school, university of PISA, UNIVERSITy for foreigners of SIENA, UNIVERSITy of SIENA, and italian association of sommeliers
Recent reports of international organizations confirm that the world wine industry is undergoing considerable change. The number of wine-producing countries is increasing and European countries are being challenged by the emergence of China, Korea and Russia, both as producers and consumers. As the world wine industry is becoming a brand-driven industry, consumers are increasingly offered a broad range of wine brands also from new producers, such as India, Asia and Mexico. The 5th Master Program in “Italian Wine and Global Markets” 2019 is designed to train wine professionals and ambassadors attending theory lectures on Tuscany’s grape varieties and the culture of Italian wine terroirs. A robust understanding of wine industry and a deep knowledge of marketing strategies and tasting are crucial for new ambassadors and managers who will be required to develop strategies for building consumer brand loyalty.
Four Tuscany higher education institutions, Sant’Anna School, University of Pisa, University for Foreigners of Siena, University of Siena (as a new partner) and AIS, the Italian Association of Sommeliers, will offer lectures, seminars, and workshops allowing students to work in all aspects of the wine business from vineyard, winery, retail and wholesale. 70% of past students from this Master Sc. are employed by local and national businesses.
The Master is taught over one year. The course consists of modules assessed by assignments and dissertation. Modules on international markets are taught in English. This program, starting on 7 November 2019, is 400-hour classroom training and additional 450-hour internship. The deadline for applications is 7 October 2019.
Professor Pietro Tonutti, as the Course scientific coordinator, gave his comments “As the 6-billion-a-year Italian wine industry grows, since its inception the Sant'Anna School Master Program in “Italian Wine and Global Markets” has provided a home for Italy’s wine brand ambassadors. Looking at wine production around the world, in 2018 our country reached 6.2 billion euros in export sales. Total exports grew at a rate of 76% over a nine-year period (2009 – 2018) amounting to 42% of total production. Consumption in Italy has decreased over the years (almost 37 litres per capita) and today wine exports are key drivers to advancing our industry and boosting the ‘Made in Italy’ as a brand. It is no surprise that Italy’s 408 origin/geographically certified wines producers are also turning to digital marketing strategies and e-commerce to reach out to social media (and influencers) platforms”.
“Wineries have also become a core part of the program – said Pietro Tonutti – In addition to viticulture and enology we aim to teach students interested in the industry beyond winemaking, in sales and marketing areas. As part of the curriculum, students will write business plans and focus on globalization, technology and regulations to access an increasingly competitive market".
Click here for additional information and admission application form.
