WINE MARKETING

AGR3WM

2014

Credit points: 15

Subject outline

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.

FacultyFaculty of Science, Tech & Engineering

Credit points15

Subject Co-ordinatorPeter Sale

Available to Study Abroad StudentsYes

Subject year levelYear Level 3 - UG

Exchange StudentsYes

Subject particulars

Subject rules

Prerequisites Admission into SBATE

Co-requisitesN/A

Incompatible subjectsN/A

Equivalent subjectsN/A

Special conditionsN/A

Readings

Resource TypeTitleResource RequirementAuthor and YearPublisher
ReadingsIcon: art of the wine label, revised ednRecommendedCaldewey, J & House, C 2003WINE APPRECIATION GUILD, USA.
ReadingsSuccessful Wine MarketingRecommendedLapsley, J 2001SPRINGER, USA.
ReadingsThe production of grapes and wine in cool climatesRecommendedJackson, D & Schuster, D 20083RD EDN, DAPHNE BRASELL ASSOCIATES WITH GYPSUM PRESS, USA.
ReadingsWine a Global BusinessRecommendedThach, L, Matz, T & Halliday, J 2008MIRANDA PRESS, USA.
ReadingsWine brands: success strategies for new markets, new consumers and new trendsRecommendedResnick, E 2008PALGRAVE MACMILLAN, USA.
ReadingsWine marketing & salesRecommendedWagner, P, Thach, L & Olsen, J 20102ND EDN, WINE APPRECIATION GUILD, USA.

Subject options

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Start date between: and    Key dates

Epping, 2014, Semester 1, Day

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorPeter Sale

Class requirements

WorkShop Week: 10 - 22
Two 2.0 hours workshop per week on weekdays during the day from week 10 to week 22 and delivered via face-to-face.

Assessments

Assessment elementComments%
Group marketing plan (1800 words per group member)40
Individual presentation on a legal issue relevant to wine marketing (20 mins)30
Report (1000 words)30