Students of this subject will develop knowledge and skills relevant to the marketing of wine along with matters of business management that can be applied in a broad range of contexts. Principles of marketing such as market segmentation, the 4 P's and the marketing mix, will be used as a basis for the development of marketing plans and programs. Techniques for on-going analysis of the market will be developed. Advertising as a part of a marketing plan will be explored. Students will explore how marketing is an integral part of areas such as business planning, including business development. Students will be introduced to legislation and regulation pertinent to commercial wine grape growing, winemaking and sales, including labelling, hazard control, export, trade practices and standards. Attention will also be paid to insurance, intellectual property and management of contracts.

Subject rules

Readings