Global wine business
EM165M17A1
Program
PGE
Visitants
Visitants
UE
Global wine business (sem A)
Semester
A
Discipline
Strategy
Contact hours
27 H
Number of spots
45
Open to visitors
Yes
Language
Coordinator
Coralie HALLER
List of lecturers
| Lecturer(s) | Contact hours - lecture | |
|---|---|---|
| Coralie HALLER | coralie.haller@em-strasbourg.eu | 9 h |
| Juan LO BELLO | juan@yellowwines.com | 18 h |
Pedagogical contribution of the course to the program
No educational contribution associated with this course for this program.Description
This 27 hours course provides participants with basic and essential understanding of wine production, grape varieties, important regions and styles. We explore the key International Wine Markets and we focus particularly on the French wine business environment. It is created to give participants awareness and understanding of the product first and then about the strategic perspectives and unique challenges faced by organizations within the wine industry, not only in France but also at a gloabl scale. Participants will have the opportunity to develop their strategic skills and acquire knowledge about the highly competitive and changing wine business environment of the future, which will need to embrace chaleenges such us sustainability and climate change. The course will incorporate readings, real-life case studies and a field trip winery visit. In a addition, participants will be encouraged to actively participate in the course through class discussions and group presentations. Specifically, they will be asked to research and present their findings on final Sustainable Wine Business Case StudyTeaching methods
Face-to-face
- Lectures- Tutorials
- E-learning
- Other : Wine tasting
In group
- Oral presentations
- Projects
Interaction
- Discussions/debates- Other : Testimonials
Others
- Other : Field trip - winery visit
Learning objectives
Cognitive domain
Upon completion of this course, students should be able to- - (level 1) identify the unique challenges faced by organisations within the wine industry in general and in the French Wine Industry in particular - focus on Sustainability and Climate Change
- - (level 2) discuss the different components of the marketing mix and how they apply to wine business environment
- - (level 5) appraise the roles of, and interrelationships between various stakeholders within the French wine industry including, wine councils, wine merchant, wine growers, etc
- - (level 5) evaluate main differences between old world and new world of wine producing countries
- - (level 5) justify ideas effectively, both orally and in writing in a business contex
Affective domain
Upon completion of this course, students should be able to- - (level 3) work in a team and participate in a decision-making process in a critical way
Outline
Session 1 9h00 - 13h00 - 16th Sept – Coralie HALLER 1 Course introduction: The journey and Assessment review 2 Global Wine Business: Production and International Consumption. Top Export countries and markets. International Trade. 3. Future Trends in the Global wine business – consumption, marketing, and wine styles . Global Wine Industry Challenges. Group Work session 1 – Group work - Research, evaluate and assess the key challenges that the wine industry will face in the next 5 years at Global scale - Prepare a 10 mins ppt presentation Session 2 9h00 - 13h00 23th Sept – Juan Lo Bello 2 About Wine: natural and human factors in wine production. French Export Business and key European regions and varieties. Tasting of 4 wines. 3. Old vs New World. Group Work/Coaching session 2. Select a wine producing country from the “new world” that matches the European “old world” explained in class - Find their international wines/grape varieties, main international export markets - Prepare a 10 mins ppt presentation Session 3 9h00 - 13h00 30th Sept – Coralie HALLER 1 The French Wine Industry: roles of, and interrelationships between various stakeholders 2 Innovations in the wine industry: ecosystem approach Group Work/Coaching session 3: connect on the Wine Tech website, identify the main starts-up in each category (production, distribution, experience, uses), select one category, compare and contrast start-up business models and offerings for the wine industry. Prepare a 10 min presentation Session 4 9h00 - 13h00 7th Oct – Juan Lo Bello 1 Wine Legislation: the IG system in Europe – PGI vs PDO (AOC) 2 Focus on the Alsace Wine region 3 International wine markets overview 4 Asia, Scandinavian Monopolies, US and Canada. Group Work/Coaching Session 4. Alsace wine business overview, key markets in the world, key export products. What would you change to improve Alsace's presence in the world? - Prepare a 10 mins ppt presentation Session 5 9h00 - 13h00 21th Oct – Juan Lo Bello 1. Sustainability - What does it mean? 2. Sustainability in the Wine Industry 3. Sustainability in the eyes of the wine consumer 4. The Life Cycle of a bottle of wine from vineyards to market 5. One of the biggest impact on the environment - “The glass packaging issue Presentation of Final Project. Final Session on Resources and information needed for Final Group Work. Session 6 8h00 - 13h00 28th Oct – Juan Lo Bello - Final Group Work "Tackling the impact of wine packaging" Final Project - 2hr 30 group guided work - 2hr Group Presentations - 15 minutes per group - Important: PROVIDE a Group conclusion to each topic - your group interpretation of the theme allocated. 1 - The size of the problem - how big is the impact on the environment from the normal use of the glass bottle in the wine industry 2 - Research on “alternative packagings” for the wine industry - which one has the lowest impact on the environment? 3 - The global wine business of Bag in Box - Global statistics and future trends 4 - Scandinavian consumers: What can the rest of the world learn from their attitude to alternative packaging? 5 - Study Case: Bag in box in the “traditional” French wine market 6 - Recycling and up-cycling. What can be done with a Bag in box and 1.5l pouches. Are they fully recyclable? 7 - Education consumers. How to educate wine consumers about alternative packages? 8 - Alternative packages and natural low sulfite wines. Can these new packaging be used for natural wines? Conclusions and debate Session 7 9h00 - 13h00 25-Nov – EM Strasbourg- depart Field Trip EM Strasbourg Onsite to depart to visit Sustainable Alsace Domaine for tasting and visitNo prerequisite has been provided
Knowledge in / Key concepts to master
Key concepts to understand : Knowledge of: Interest in the wine industry, wine tasting, the wine business and the challenges facing the wine industry in the future, sustainability and the impact of climate changeTeaching material
Mandatory tools for the course
No items in this list have been checked.Documents in all formats
- Newspaper articles
- Syllabus
Moodle platform
- Upload of class documents- Assessments
- Coaching/mentoring
Software
No items in this list have been checked.Additional electronic platforms
No items in this list have been checked.Recommended reading
Charters, S. & Gallo, J. (2014) Wine Business Management, Pearson
Academic journals and conferences 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 Electronic resources • http://www.vitisphere.com/news-wine-english.html • http://www.winebusinessnews.fr/ • http://www.winebusiness.com/news/ • http://www.wine-business-international.com/129---en-top_navi-home.html • http://www.winebiz.com.au/dwn/ • http://wbmonline.com.au/news/ • http://www.northbaybusinessjournal.com/category/wine-industry/ • http://www.decanter.com/news/wine-news • http://www.thedrinksbusiness.com/tag/wine/ • http://www.wine-searcher.com/dept/wine+news More resources to be updated
EM Research: Be sure to mobilize at least one resource
Textbooks, case studies, translated material, etc. can be enteredHALLER, C. Hess, I & Méreaux, J-P, (2020) Alignment of wine tourism experiences offering with wine tourists’ expectations: conviviality and aesthetics as successful dimensions, International Journal of Wine Business Research HALLER, C., Thach, L & Olsen, J. (2020) Understanding eWineTourism Practices of European and North America Wineries, Journal of Gastronomy and Tourism, Vol.4, pp.141-156 HALLER, C & Plotkina, D. (2020), Analysis of user-experience evaluation of French wineries websites, in User-Experience in Web 2.0 technologies and its impact on universities and businesses coordinated by Dr Jean-Eric Pelet Dressler, M. & HALLER, C., (2019) Philanthropy in small businesses: Analysis from the global wine industry, book chapter in Social Sustainability in the Global Wine Industry: Concepts and Cases, Palgrave Macmillan, coordinated by Tracy-Anne De Silva (Lincoln University), Armand Gilinsky (Sonoma State University) and Sharon Forbes (Lincoln University) Sigala, M. & HALLER, C. (2018). The impact of social media and internet advances on wine tourists’ behavior: a typology of power sources empowering and transforming the wine consumers and tourists. In Sigala, M. & Robertson, R. (2018). Management and Marketing of wine tourism businesses: Theory, practice and cases. Palgrave HALLER, C., Santoni, J., Barth, I. (2016) Study of the role of stakeholders in an effectual entrepreneurial process within a context of proximity: Case of wine entrepreneurs supported by peers, International Journal of entrepreneurship and small business, vol.32, n°1/2, p.208-228
Assessment
List of assessment methods
Intermediate assessment / continuous assessment 1Class no. 1,2,3,4
Written and oral (10 Min.) / Group / English / Weight : 20 %
Details : Group Work session 1 -5% – Group work - Research, evaluate and assess the key challenges that the wine industry will face in the next 5 years at Global scale - Prepare a 10 mins ppt presentation Group Work/Coaching session 2. -5% – Select a wine producing country from the “new world” that matches the European “old world” explained in class - Find their international wines/grape varieties, main international export markets - Prepare a 10 mins ppt presentation Group Work/Coaching session 3: -5% –Connect on the Wine Tech website, identify the main starts-up in each category (production, distribution, experience, uses), select one category, compare and contrast start-up business models and offerings for the wine industry. Prepare a 10 min presentation Group Work/Coaching Session 4. -5% –Alsace wine business overview, key markets in the world, key export products. What would you change to improve Alsace's presence in the world? - Prepare a 10 mins ppt presentation
Written and oral (10 Min.) / Group / English / Weight : 20 %
Details : Group Work session 1 -5% – Group work - Research, evaluate and assess the key challenges that the wine industry will face in the next 5 years at Global scale - Prepare a 10 mins ppt presentation Group Work/Coaching session 2. -5% – Select a wine producing country from the “new world” that matches the European “old world” explained in class - Find their international wines/grape varieties, main international export markets - Prepare a 10 mins ppt presentation Group Work/Coaching session 3: -5% –Connect on the Wine Tech website, identify the main starts-up in each category (production, distribution, experience, uses), select one category, compare and contrast start-up business models and offerings for the wine industry. Prepare a 10 min presentation Group Work/Coaching Session 4. -5% –Alsace wine business overview, key markets in the world, key export products. What would you change to improve Alsace's presence in the world? - Prepare a 10 mins ppt presentation
Intermediate assessment / continuous assessment 2Class no. 6
Written and oral / Group / English / Weight : 25 %
Details : 6 Group presentation 25% “"Tackling the impact of wine packaging"
Written and oral / Group / English / Weight : 25 %
Details : 6 Group presentation 25% “"Tackling the impact of wine packaging"
Intermediate assessment / continuous assessment 3Other (date, pop quiz, etc.) : 0
Written / Group / English / Weight : 5 %
Details : Peer to peer Team assessment Individual / weighting: 5%
Written / Group / English / Weight : 5 %
Details : Peer to peer Team assessment Individual / weighting: 5%
Intermediate assessment / continuous assessment 4Other (date, pop quiz, etc.) : 0
Oral / Individual / English / Weight : 10 %
Details : Attendance and Participation in class and online Individual / weighting: 10%
Oral / Individual / English / Weight : 10 %
Details : Attendance and Participation in class and online Individual / weighting: 10%
Final evaluationOther (date, pop quiz, etc.) : 16th of december
Written / Individual / English / Weight : 40 %
Details : 1 hour Written Exam – 30 question MCQ 1 to 2 short written answers, covering the course content, lectures and reading material provided in class. The exam will take place during Exam week in December. 16th of December.
Written / Individual / English / Weight : 40 %
Details : 1 hour Written Exam – 30 question MCQ 1 to 2 short written answers, covering the course content, lectures and reading material provided in class. The exam will take place during Exam week in December. 16th of December.