EARLY BIRD 10% for enrollment in Specializing Masters and Executive Courses starting in the next months
The Italian wine world needs new skills to face increasingly complex challenges and sudden changes. Currently, however, the training offer for the sector does not respond to these needs. Through the Design Thinking approach, the Course responds to a concrete need by teaching new analysis and design skills.
The course lasts 12 days. The total number of hours is 60, divided as follows: 6 hours on Friday, 4 hours on Saturday.
The world of Italian wine must improve its competitiveness in an increasingly complex world market. The Course helps to create new figures capable of analysing concrete problems and identifying concrete solutions.
1. Designing solutions
1.1 New scenarios: future challenges in a changing marketplace
1.2 Design Thinking
1.3 Soft skills for overcoming uncertainty: emotional intelligence and congruence
2. Understanding, engaging and retaining customers and intercepting new ones
2.1 Understanding and identifying customer needs in a changing marketplace
2.2 Designing emotions as a lever for relationships, promotion and sales
2.3 Multichanneling between traditional distribution and physical digital experiences
2.4 The event as a relationship and sales tool – Gamification and the physical and digital event
2.5 Wine tourism: welcoming beyond the visit
3. Brand Strategy and Communication
3.1 Defining and narrating one’s identity
3.2 Seeking one’s Genius Loci
3.3 Strategy construction
3.4 Connections and hybridisation for brand growth
3.5 Brand and visual identity. What to ask of image professionals?
4. Sustainable evolutions. Reuse, circular economy, creative synergies
4.1 A new concept of sustainability
4.2 Learning from traditional, innovative and future business models to design
4.3 New formulas for social sustainability
4.4 Financial sustainability
5. Design Thinking to Interpret Markets and Seize New Opportunities
5.1 International Market Overview
5.2 China: Understanding the Chinese market: diversity, culture, tastes, laws and constraints
5.3 Exporting to the United States: tastes, culture, laws and constraints
5.4 Conquering a difficult market: the case of Prosecco Docg and France
At the end of the Basic Course will be awarded a Certificate of Attendance and Open Badge at the Higher Education Course in Progettare il futuro del vino – Soluzioni per scenari che cambiano.
The user will acquire a new method of analysis and design that is still little known in the wine sector. Thanks to lecturers with different profiles, some academics and others freelancers, familiar topics will be approached from an original perspective. Finally, the course will be an interesting networking opportunity thanks to workshops and meetings.
The Higher Education Course is aimed at candidates with a high school diploma or degree. Specifically, it is designed for wine entrepreneurs, managers of companies in the sector (export managers, general managers, commercial directors), recent university graduates and professionals wishing to work in the world of wine.
Admission to the course is subject to an interview with the Course Direction in order to assess the incoming skills against the outgoing skills.
To apply, you must fill in the online application form by clicking on APPLY and attaching:
To take part to the selection process, the application form must be completed online within the following deadline:
The cost is 2,800 + VAT (22%).