Aims and Competencies

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An official university Master’s Degree providing high-level training for professionals interested in working in the wine-producing sector.

Based on knowledge of the markets and the different commercial strategies around the world, they will be professionals able to apply good sensory evaluation practices in order to comprehensively define a range of products in accordance with market demands, assisting in the definition and innovative management of the products, leading to the maximum capitalization of the potential of the vineyard and the wine-making processes, promoting technical, procedural and commercial innovation to ensure the success of organizations.


For the student to acquire skills to guide decision making in businesses in the winemaking sector, in both national and international environments.


For the student to acquire the ability to apply innovative fermentation techniques in wineries which allow them to make wines that have the sensory characteristics that match the tastes of the target consumers.


For the student to acquire the ability to apply the latest technological advances and process innovations that affect winemaking techniques and product commercialisation with the objective of creating and selling wines that meet the new consumer demands.


For the student to acquire the ability to identify new tastes, new markets and consumers, trends and tendencies, in order to focus the product on market demand.


For the student to acquire the skill of acting as a consultant in the definition and implementation of agronomic management models that the winery should adopt so that their range of products caters to the tastes, environmental concerns and financial budgets of the consumers that characterise their target market.


For the student to acquire the skill of acting as a consultant in the definition of a brand image for a winery, taking into account the different factors that may be involved in this (environmental responsibility, architecture, their stance on price, distribution and advertising).


For the student to be able to apply scientific methods to the sensory analysis of wine, reducing subjectivity and ambiguity as much as possible when using techniques and terms and in the treatment of sensory data, as well as guiding everyone taking part through the product’s production and commercialisation processes.


For the student to be able to explore all the business possibilities that could arise in the winemaking sector and the market for wine and other wine-related products.


For the student to be able to search for information on the scientific and technical aspects of winemaking, interpret it and perform a critical analysis of it in order to create the best possible winemaking process, from the vine to the consumer, predicting the future evolution of the markets.


For the student to be able to take into account the regulatory, legal, financial and market constraints that have an effect on the positioning of certain wine-related products in a specific targeted market.


For the students to acquire the ability to identify, through the use of good sensory analysis, the issues and problems that have arisen with the grapes and in the making of the wine, as well as informing the people involved about possible solutions.