|Module / ECTS / Path / Specialisation||Module :UE8 - Wine Tourism : 6 ECTS.|
|Open for visitors||yes (3 ECTS)|
|Working language :||English|
|Volume of contact hours :||24 h|
|Workload to be expected by the student :||72 h|
Track : Attendance
|LEARNING GOAL 1 : Students will master state-of-the-art knowledge and tools in management fields in general, as well as in areas specific to the specialized field of management.|
|Students will identify a business organization’s operational and managerial challenges in a complex and evolving environment.|
|LEARNING GOAL 2 : Students will develop advanced-level managerial skills.|
|Students will work collaboratively in a team.|
|Students will participate in a decision-making process in a critical way.|
|Students will communicate ideas effectively, both orally and in writing, in a business context.|
|LEARNING GOAL 3 : Students will demonstrate their understanding of practices reflecting ethical, diversity and sustainable development values in business organizations.|
|Students will identify and analyze issues relating to diversity, ethics and sustainable development in their business context.|
|LEARNING GOAL 4: Students will study and work effectively in a multicultural and international environment.|
|Students will analyze business organizations and problems in a multicultural and international environment|
This 24-hour course provides participants with an overview of what motivates wine buyers, particularly those in premium segments, both domestically and internationally. The objective is for participants to have the opportunity to develop their understanding and skills specific to developing strategies to develop strong, distinctive and memorable wine brands and provide consumers with the added value necessary to establish and build consumer attachment in a crowed market place. Particular strategies explored will be using social media and common Internet based technologies to create virtual environments and co- create engaging wine brand-based experiences. Understanding of country of origin and differing consumer cultural influences on buyer behaviour will also be included.
The course will incorporate readings, tutorial exercises and real life case studies and all students are encouraged to actively participate in all activities and assessments. Specifically, the major component of the course involves the development of a strategy to build brand equity, enhance brand reputation and brand attachment between a wine brand and its current and potential customers.
- State the implications of different cultural contexts and aspects of wine market maturity.
- Apply strategic thinking regarding wine marketing related to new web based and social media technologies
- Apply the skills to formulate appropriate wine marketing communication and promotional strategies to engage consumers domestically and internationally.
- Evaluate wine brand attributes and positioning and be able to formulate suggestions and develop strategies for building stronger, more relevant wine brand dimensions.
“Setting the Scene”
• Course Introduction
o What we’ll be doing
o What are your assessments
• What it is that customers buy? • Today’s empowered consumer • The concept of co-creation
o Brand communities
o Engagement and attachment • The power of an experience....
Empowered Consumer Co-creating Experiences Tourism Model
2, 4, 5, 7, 9, 16
“What is it about Wine?”
• Understanding Important Wine Quality Cues (Real and Imagined)
o The brand ‘story’
o Brand pillars
o Competitive advantage
o Standing out in a crowded space
8, 17,15, 18
Case Study Tutorial
‘Small Talk Wines’
T akin it online
• The continuing growth in online wine sales.
• What is ‘direct selling’ vs the use of
• The rise of 3rd party operators
Online Wine Sales Direct Marketing Wine 1/2/3
1, 2, 3, 4, 14
Web Site Search and Analysis
“Things you cannot control”
• Country of origin effects
o Country image
o Country product (wine image) o Country person image
o Working for the best ‘fit’
• The influence of culture o Market maturity
• Changing times!
COO effects 6, 11, 13
Case Study Tutorial
“Let’s think strategy!”
• How can we engage consumers? o Buildingattachment
o Use of 3rd party operators
Using an integrated approach
Live Streaming Experiment and Results
(included about plus others provided as extra sources)
These are some wine based journals and a few notable marketing and business journals – You should not confine your investigation to only wine based publications wine is a context only, and much of the best and most useful academic publications are found in highly regarded marketing and business journals.
Journal of International Business (JIBS) Journal of Consumer Behaviour European Journal of Marketing
Journal of Wine Business Research Journal of Wine Marketing
Harpers Wine & Spirit
Australian Journal of Grape and Wine Research International Journal of Wine Business Research American Association of Wine Economics Academy of Wine Business research
Below are also some electronic references that you may find useful
• http://www.wine-business-international.com/129---en-top_navi-home.html • http://www.winebiz.com.au/dwn/
• http://www.northbaybusinessjournal.com/category/wine-industry/ • http://www.decanter.com/news/wine-news
Such behaviors as...
... may lead to expulsion from classes.