Tbilisi, Georgia

Heritage Winemaking in Georgia and its Marketing

when 1 July 2019 - 14 July 2019
language English
duration 2 weeks
credits 6 EC
fee EUR 350

Georgia is birthplace of Wine. The Georgian wine technological cycle is very different from western wine making tradition. Traditional wine is done in potter clay Wessel – Qvevri. Wine Tradition in Georgian counts more than 8000 years. The same wine making tradition today needs new understanding and modern marketing. Qvevri Wine has its advantages: a) it is healthier products and b) its organic by its nature. The influence of potter vessels on quality of wine is quite high. Advantages of Georgian wine making must be well understood by marketers, salesmen, tourism planners. From segmentation of customers to targeting the markets and person – to person marketing and brand learning process makes customers to know more about wine and differentiate the Qvevri Wine from usual ones. But what is the legend of the brand, how strategic marketing and strategic integrated marketing communications can be used, what is the role of PR, how storytelling works and what is the impact of Place Marketing, how mass customization and tourism business can be beneficial with digital marketing and online promotions is the main content of the discipline. Students with their instructors will visit professional Wine Making Places and learn wine degustation differences as well.

Course leader

1. Fulbright and DAAD Scholar, Professor Dr. Kakhaber Djakeli Marketing Program coordinator at International Black Sea University, made his doctorate studies at Hanover Leibniz University. He worked at Yale in 2006-2007 and at Kennesaw State University (G

Target group

Target group can be any students who wants to know more about Heritage Wine Making from Georgia and Wine Marketing with some tourism marketing and opportunities to set up new and very promising wine/tourism business in future.

Course aim

The aim of the course is to make listeners to know:
1. heritage wine marketing strategies and tactics,
2. heritage wine communication in combination with heritage wine making technologies its history and influence of Place marketing on it communication and consumer perception.
3. Heritage wine tourism marketing initiatives and brand opportunities
4. Holistic marketing approaches to Qvevri Wine
5. Degustation tactics and Experimental marketing

Credits info

6 EC
6 ECTS (European Credit Transfer System)

Fee info

EUR 350: The course fee includes:

• the application fee and necessary study materials;
• free internet access on campus;
• access to library from 10:00 am to 5:00 pm;
• free SIM card;
• cultural and social activities: city tour/excursion.

The course fee does not include:

• accommodation;
• food;
• transportation;
• insurance;
• personal expenses.