WINE MARKETING

AGR3WM

2015

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.

SchoolSchool of Life Sciences

Credit points15

Subject Co-ordinatorPeter Sale

Available to Study Abroad StudentsNo

Subject year levelYear Level 3 - UG

Exchange StudentsNo

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.

Graduate capabilities & intended learning outcomes

01. Plan and develop a marketing program for a vineyard and winery

Activities:
Students in small groups will use workshop discussions to develop a marketing plan. This will be presented to the class and critiqued by peers . Involvement with the Bachelor of Illustration students may be used to develop labels and advertising material.
Related graduate capabilities and elements:
Creative Problem-solving (Creative Problem-solving)
Ethical Awareness (Ethical Awareness)
Inquiry/ Research (Inquiry/ Research)

02. Identify and describe business law in relation to vineyard/winery and wine marketing operations

Activities:
Workshop sessions will be used for group discussion of the application of business and contract law to wine enterprises.
Related graduate capabilities and elements:
Ethical Awareness (Ethical Awareness)
Creative Problem-solving (Creative Problem-solving)
Teamwork (Teamwork)

03. Recognise and reflect on ethical issues and apply local and international perspectives to wine marketing

Activities:
Students in small groups will use workshop discussions to develop a marketing plan. This will be presented-to and critiqued-by the class. Involvement with the Bachelor of Illustration students may be used to develop labels and advertising material.
Related graduate capabilities and elements:
Ethical Awareness (Ethical Awareness)

04. Interpret, communicate and present ideas of wine marketing in a format suitable for a professional audience

Activities:
Students in small groups will use workshop discussions to develop a marketing plan. This will be presented to the class and critiqued by peers. Involvement with the Bachelor of Illustration students may be used to develop labels and advertising material.
Related graduate capabilities and elements:
Speaking (Speaking)
Writing (Writing)

Subject options

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Start date between: and    Key dates

Epping, 2015, 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% ILO*
Group marketing plan (1800 words per group member)40 01, 03, 04
Individual presentation on a legal issue relevant to wine marketing (20 mins)30 02, 04
Report (1000 words)30 01, 03, 04