Market analysis definition; How to conduct a market research; Evaluate markets and develop distribution strategies; Vision and Mission concepts; Vision and Mission in SPA; USP (Unique Selling Point); Importance of a USP; From "Vision and Mission" to "USP"; BP definition and what is it; BP use and aims; BP contents and description; BMC definition and what is it; Elements of BMC; Difference of Business plan and BMC; BMC examples (winery, wine cellar, vineyard); Sustainable management what is it and why is it important; Sustainable vineyards.

Sustainable marketing strategy; How to use sustainability as a winning strategy; Create a brand image; Certification; What is quality and why it is important; Total Quality Management and Principles; Strategies for integrating sustainability into quality control systems; Traceability in wine sector; Value chain; Bioeconomy and circular economy principles from an economic, business and management point of view.