Roberta Capitello

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foto 2017, November 5, 2017
Position
Full Professor
Academic sector
AGRI-01/A - Agricultural and Food Economics, and Rural Appraisal
Research sector (ERC-2024)
SH1_15 - Marketing, consumer behaviour

Research sector (ERC)
SH1_9 - Marketing

Office
Polo Santa Marta,  Floor 2,  Room 2.46
Telephone
045 802 8488
E-mail
roberta|capitello*univr|it <== Replace | with . and * with @ to have the right email address.

Office Hours

Thursday, Hours 2:00 PM - 5:00 PM,   Polo Santa Marta, Floor 2, room 2.46

Curriculum
  • pdf   CV EN   (pdf, en, 205 KB, 12/09/24)
  • pdf   CV IT   (pdf, it, 356 KB, 12/09/24)

Roberta Capitello is a Full Professor of Rural economics and appraisal. She holds a Ph.D. in Mountain and Forestry Economics from the University of Trento in 1997. She is a member of the teaching committee of the bachelor's and master's degrees in Viticultural and Oenological Science and Technology.
She is an Associate Editor of the International Journal of Wine Business Research and a member of the executive board of the Academy of Wine Business Research. 
Her main research interests are:
• food and wine marketing with a special focus on consumer behaviour, typical food and wine, place-based marketing for food and drinks, brand strategies at individual and collective levels, communication, also in relationship with food and wine tourism;
• sustainability in the food system.
Her research has been published in international scientific journals in the fields of agricultural economics and agri-food marketing.
She coordinated a European project funded by SUSFOOD2 Era-net investigating sustainable food behaviours among European young adults (2018-2021). Currently, she is the coordinator of the local team of the international project AQUABALANCE (2024-2027) "Balancing economic, environmental and social sustainability in the European aquaculture industry".
She was awarded “2016 Outstanding Reviewer” by the International Journal of Wine Business Research. She is the first author of a book on the wine market in China that has received the “2017 OIV Special Mention” from the International Organization of Vine and Wine.
Among Third Mission activities, she participated in activities promoted by the Italian Association of Cities of Wine. She was an auditor in the OIV on behalf of the Great Wine Capitals network.

Modules

Modules running in the period selected: 80.
Click on the module to see the timetable and course details.

Course Name Total credits Online Teacher credits Modules offered by this teacher
Master’s degree in Promotion and Management of Territorial Heritage and Tourist Destinations Food culture and traditions of places between past and present (2025/2026)   6    4 
Bachelor's degree in Viticultural and Oenological Science and Technology Wine economics (2025/2026)   6    6 
Master’s degree in Marketing and Corporate Communication Food and wine marketing (2024/2025)   9  eLearning 7 
Bachelor's degree in Viticultural and Oenological Science and Technology Wine economics (2024/2025)   6  eLearning 4 
Master's degree in Viticulture, Oenology and the Wine Market (interuniversity) Wine marketing and communication (2024/2025)   10  eLearning 5  NEW WINE MARKETING TOOLS
Interuniversity Ph.D. in Accounting and Management Trending topics in consumer market research for developing innovation (2024/2025)   1  eLearning 0.5 
Master’s degree in Marketing and Corporate Communication Food and wine marketing (2023/2024)   9  eLearning 9 
Bachelor's degree in Viticultural and Oenological Science and Technology Wine economics (2023/2024)   6  eLearning 6 
Master's degree in Viticulture, Oenology and the Wine Market (interuniversity) Wine marketing and communication (2023/2024)   10  eLearning 5  NEW WINE MARKETING TOOLS
Interuniversity Ph.D. in Accounting and Management Trending topics in consumer market research for developing innovation (2023/2024)   2    1 
Master’s degree in Marketing and Corporate Communication Food and wine marketing (2022/2023)   9  eLearning 9 
Bachelor's degree in Viticultural and Oenological Science and Technology Wine economics (2022/2023)   6  eLearning 6 
Master's degree in Viticulture, Oenology and the Wine Market (interuniversity) Wine marketing and communication (2022/2023)   10  eLearning 5  NEW WINE MARKETING TOOLS
Interuniversity Ph.D. in Accounting and Management Trending topics in consumer market research for developing innovation (2022/2023)   2    1 
Master’s degree in Marketing and Corporate Communication Food and wine marketing (2021/2022)   9  eLearning 9 
Bachelor's degree in Viticultural and Oenological Science and Technology Wine economics (2021/2022)   6  eLearning 3 
Master's degree in Viticulture, Oenology and the Wine Market (interuniversity) Wine marketing and communication (2021/2022)   10  eLearning 5  NEW WINE MARKETING TOOLS
Master’s degree in Marketing and Corporate Communication Food and wine marketing (2020/2021)   9  eLearning 9 
Bachelor's degree in Viticultural and Oenological Science and Technology Wine economics (2020/2021)   6  eLearning 4 
Master's degree in Viticulture, Oenology and the Wine Market (interuniversity) Wine marketing and communication (2020/2021)   10  eLearning 5  NEW WINE MARKETING TOOLS
Master’s degree in Marketing and Corporate Communication Food and wine marketing (2019/2020)   9  eLearning 9 
Bachelor's degree in Viticultural and Oenological Science and Technology Wine economics (2019/2020)   6  eLearning 4 
Master's degree in Viticulture, Oenology and the Wine Market (interuniversity) Wine marketing and communication (2019/2020)   10    5  NEW WINE MARKETING TOOLS
Master’s degree in Marketing and Corporate Communication Food and wine marketing (2018/2019)   9  eLearning 9 
Bachelor's degree in Viticultural and Oenological Science and Technology Wine economics (2018/2019)   6  eLearning 5  (Teoria)
Master's degree in Viticulture, Oenology and the Wine Market (interuniversity) Wine marketing and communication (2018/2019)   10    5  NEW WINE MARKETING TOOLS
Master’s degree in Marketing and Corporate Communication Food and wine marketing (2017/2018)   9  eLearning 9 
Bachelor's degree in Viticultural and Oenological Science and Technology Wine economics (2017/2018)   6  eLearning 6 
Master's degree in Viticulture, Oenology and the Wine Market (interuniversity) Wine marketing and communication (2017/2018)   10    5  NEW WINE MARKETING TOOLS
Master’s degree in Marketing and Corporate Communication Food and wine marketing (2016/2017)   9  eLearning 9 
Bachelor's degree in Viticultural and Oenological Science and Technology Wine economics (2016/2017)   6  eLearning 1  (Laboratorio)
5  (Teoria)
Master's degree in Viticulture, Oenology and the Wine Market (interuniversity) Wine marketing and communication (2016/2017)   10    5  NEW WINE MARKETING TOOLS
Master’s degree in Marketing and Corporate Communication Food and wine marketing (2015/2016)   9    9 
Bachelor's degree in Viticultural and Oenological Science and Technology Wine economics (2015/2016)   6  eLearning 5  (Teoria)
Master's degree in Viticulture, Oenology and the Wine Market (interuniversity) Wine marketing and communication (2015/2016)   10    5  New wine marketing tools
Master’s degree in Marketing and Corporate Communication Food and wine marketing (2014/2015)   9    9 
Bachelor's degree in Viticultural and Oenological Science and Technology Wine economics (2014/2015)   6    5  (teoria)
1  (laboratorio)
Master's degree in Viticulture, Oenology and the Wine Market (interuniversity) Wine marketing and communication (2014/2015)   10    5  New wine marketing tools
Master’s degree in Marketing and Corporate Communication Food and wine marketing (2013/2014)   9    9 
Bachelor's degree in Viticultural and Oenological Science and Technology Wine economics (2013/2014)   6    5  (teoria)
1  (laboratorio)
Master's degree in Viticulture, Oenology and the Wine Market (interuniversity) Marketing e comunicazione del vino (2013/2014)   10    5  Nuovi strumenti di marketing dei prodotti vitivinicoli
Master’s degree in Marketing and Corporate Communication Food and wine marketing (2012/2013)   9    9 
Bachelor's degree in Viticultural and Oenological Science and Technology Wine economics (2012/2013)   6    1  (Laboratorio)
5  (Teoria)
Master's degree in Viticulture, Oenology and the Wine Market (interuniversity) Marketing e comunicazione del vino (2012/2013)   10    5  Nuovi strumenti di marketing dei prodotti vitivinicoli
Master’s degree in Marketing and Corporate Communication Food and wine marketing (2011/2012)   9    5 
Bachelor's degree in Viticultural and Oenological Science and Technology Wine economics (2011/2012)   6    1  (Laboratorio)
Bachelor's degree in Viticultural and Oenological Science and Technology Wine market analysis (2011/2012)   6    6 
Master's degree in Viticulture, Oenology and the Wine Market (interuniversity) Marketing e comunicazione del vino (2011/2012)   10    5  Nuovi strumenti di marketing dei prodotti vitivinicoli
Master’s degree in Marketing and Corporate Communication Food and wine marketing (2010/2011)   9    6 
Bachelor's degree in Viticultural and Oenological Science and Technology Wine economics (2010/2011)   6    1  (Laboratorio)
5  (Teoria)
University Degree in the Science and Technology of Viticulture and Winemaking (University program until academic year 2008/2009) Wine market analysis (2010/2011)   3    3 
Bachelor's degree in Viticultural and Oenological Science and Technology Wine economics (2009/2010)   6    5  (Teoria)
1  (Esercitazioni)
University Degree in the Science and Technology of Viticulture and Winemaking (University program until academic year 2008/2009) Wine market analysis (2009/2010)   3    3 
University Degree in the Science and Technology of Viticulture and Winemaking (University program until academic year 2008/2009) Wine economics (2008/2009)   6    1  Laboratorio
5  Teoria
Bachelor in Viticultural and Oenological Science and Tecnology (until 2006-2007 academic year) Wine market analysis (2008/2009)   3    3 
University Degree in the Science and Technology of Viticulture and Winemaking (University program until academic year 2008/2009) Wine economics (2007/2008)   6    5  Teoria
1  Laboratorio
Bachelor in Viticultural and Oenological Science and Tecnology (until 2006-2007 academic year) Wine market analysis (2007/2008)   3    3 
Master's degree in International Economics (category 64/S) (until 2008-2009) Agribusiness Basis (2006/2007)   10    5  lezione 2
Bachelor in Viticultural and Oenological Science and Tecnology (until 2006-2007 academic year) Agroindustrial Economics Institutions (2006/2007)   8    4  Economia del sistema vitivinicolo
Master's degree in International Economics (category 64/S) (until 2008-2009) Cooperation in the international agroindustrial systems (2006/2007)   5    5 
Bachelor in Viticultural and Oenological Science and Tecnology (until 2006-2007 academic year) Wine market analysis (2006/2007)   3    3 
Bachelor's degree in Economics and Commerce (category 17) Agribusiness (2005/2006)   4    4 
Bachelor in Viticultural and Oenological Science and Tecnology (until 2006-2007 academic year) Agroindustrial Economics Institutions (2005/2006)   8    4  Economia del sistema vitivinicolo
Master's degree in International Economics (category 64/S) (until 2008-2009) Cooperation in the international agroindustrial systems (2005/2006)   5    5 
Bachelor in Viticultural and Oenological Science and Tecnology (until 2006-2007 academic year) Wine market analysis (2005/2006)   3    3 
Bachelor in Viticultural and Oenological Science and Tecnology (until 2006-2007 academic year) Politica e legislazione vitivinicola comunitaria (2005/2006)   6    3  Politica vitivinicola comunitaria
Bachelor in Agroindustrial Company Economics and Management (cat. 17) Economics and Management of Agroindustrial Cooperatives (2004/2005)   4    4 
Bachelor in Viticultural and Oenological Science and Tecnology (until 2006-2007 academic year) Viticultural Cooperative Company Economics and Management (2004/2005)   3     
Bachelor in Business Studies (old system) Agroindustrial Economics PS (2003/2004)   0     
Bachelor in Agroindustrial Company Economics and Management (cat. 17) Economics and Management of Agroindustrial Cooperatives (2003/2004)   4     
Bachelor in Agroindustrial Company Economics and Management (cat. 17) Agroindustrial System Economics I (2002/2003)   4     
Bachelor in Agroindustrial Company Economics and Management (cat. 17) Economics and Management of Agroindustrial Cooperatives (2002/2003)   4     

Di seguito sono elencati gli eventi e gli insegnamenti di Terza Missione collegati al docente:

  • Eventi di Terza Missione: eventi di Public Engagement e Formazione Continua.
  • Insegnamenti di Terza Missione: insegnamenti che fanno parte di Corsi di Studio come Corsi di formazione continua, Corsi di perfezionamento e aggiornamento professionale, Corsi di perfezionamento, Master e Scuole di specializzazione.

Research groups

Agri-food System Research Group
The research group is dedicated to creating knowledge and tools to support managerial decision-making in businesses and agri-food supply chains, promoting a sustainable consumption model and an effective transfer of knowledge to the sector.
Enterprise 4.0 and digital transformation for micro, small and medium businesses in Verona
The research group acts in synergy with Punto Impresa Digitale of the Chamber of Commerce to provide answers to the digital development needs of 100 Verona’s firms and is linked to the analogous research group at the Department of Computer Science.
Research interests
Topic Description Research area
Wine and food marketing Wine business strategy; role of geographical indications on emerging wine markets; market segmentation of wine and food consumers; food and wine marketing strategy; food and wine strategy in emerging import countries; communication strategy in the agri-food and wine business; digital marketing and communication in the agri-food and wine business; qualitative research methods; quantitative research method; experimental analysis; brand strategies; sustainability in the food and wine industries. Marketing
Marketing
Agri-food systems Market analysis of food products; traditional and typical products in the food and wine industries; risk perception in the wine industry; business strategies in agricultural cooperatives; sustainability in food and wine supply chains; impact of climate change on wine business performance; econometric analysis of food and wine trade; territorial clusters in food and wine sector; food and wine supply chains analysis, agri-food and wine products demand, food and wine markets analysis, case study analysis of agri-food and wine businesses, cost and price analyses in agri-food and wine industries. Agricultural and resource economics
Agricultural and resource economics
Wine and food tourism Wine tourism; wine tourist behavior; food and wine territorial brands and destination marketing; hospitality settings and food choice; craft beer and craft wine in out-of-home consumption contexts; place identity, place image and the role of typical wine and food supply; marketing of terroir products. Tourism management
Tourism management
Projects
Title Starting date
FOODMISSION - Engaging citizens as agents of change in food system transition through gamified education and citizen science 1/1/25
Balancing economic, environmental, and social sustainability in the European aquaculture industry (AQUABALANCE) 4/1/24
SUSCHOICE: Towards Sustainable Food and Drink Choices among European Young Adults: Drivers, Barriers and Strategical Implications 9/1/18
Crafting Growth: Exploring emerging potential and challenges of extended collaboration for Scotland’s craft beer sector 2/1/17
New models for the assessment of visitor well-being: establishment of a permanent marketing observatory “To Be Verona. The Italian Lifestyle Taste” to survey the perception of Verona in the world 11/1/13
Nuove metodologie per il calcolo della riduzione di CO2 a livello di regioni vitivinicole nella prospettiva della sostenibilità economica e di mercato. (CO2 Reduction System) 4/1/13
Veneto Global Wine 5/29/06
PROGETTO DI GRUPPO: METODOLOGIE DI VALUTAZIONE DELLA QUALITA' PERCEPITA DEI VINI AD ALTA VALENZA TERRITORIALE 10/1/05
Modelli organizzativi locali e marketing territoriale dei vini tipici di alta qualità (2004) 1/1/04
SCELTE D'IMPRESA E POLITICHE ISTITUZIONALI NELL'EVOLUZIONE DEL PAESAGGIO NEI SISTEMI VITIVINICOLI TERRITORIALI DEL VENETO E DEL TRENTINO ALTO ADIGE (2003) 1/1/03



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