School for Viticulture and Enology

Promotion of Wine

This course is part of the programme:
Bachelor's programme in Viticulture and Enology (1st level)

Objectives and competences

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.

Content (Syllabus outline)

  • 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


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

Intended learning outcomes

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

Moulton, K.; Lapsley, J.: Succesful Wine Marketing, Springer, 2001, Chapters: 1, 2, 9, 12, 15.

Konečnik-Ruzzier: Temelji trženja, Meritum, Lj., 2011

Prosojnice s predavanj; Slides

Zapiski s predavanj; Notes

Izbrani članki; Selected articles


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

Lecturer's references

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 is a mentor for programmes run by the Slovenian Marketing Association and the IEDC-Bled School of Management, President of the Supervisory Committee of the Slovenian Advertising Chamber, exPresident 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 legurary invited as 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 VŠVV he teaches Marketing and Promotion of wine. GEA College awarded him the habilitation of senior lecturer.

He moderated several discussions, conferences and professional meetings.

Prior to the establishment of the Sila Consulting has was the head of marketing and public relations in the Mladinska knjiga publisher and also a head of Marketing of Telekom Slovenia.

He has been named “Marketing Manager of the Year” by the Slovenian Marketing Association.

University course code: 1VV315

Year of study: 3

Semester: 2

Course principal:





  • Lectures: 30 hours
  • Exercises: 15 hours
  • Individual work: 45 hours

Course type: elective course

Languages: slovene

Learning and teaching methods:
lectures, discussion with students, role playing, studies and analyses of real cases, field trips. students in groups must prepare an assignment / communication project and present it to their colleagues