Global Wine Markets

EM1S5M27

Semester
A
Discipline
Marketing
Contact hours
24 H
Number of spots
45
Open to visitors
Yes
Language
Coordinator
Coralie HALLER


Pedagogical contribution of the course to the program

No educational contribution associated with this course for this program.

Description

The wine production sector is going through a period of rapid change, especially at international level, resulting in a number of challenges for wine organisations. They have to consider not only the emergence of mass marketing and changes in consumption practices but also the important competitive density and the legislation, which differs from one country to another, when producing and selling their wines. There are also other constraints, more local, such as difficulties of settling down and transmission, land pressure or soils constraints (irrigation in particular). In this uncertain context, it seems necessary for wineries to understand their environment to be able to anticipate strategic issues they are facing or will be facing in the coming future This course provides participants with a study of the international and the French Wine Business environment. It is dedicated to give participants awareness and understanding of strategic perspectives and unique challenges faced by organisations within the wine industry. The objective is for participants to have the opportunity to develop their skills and acquire knowledge about the highly competitive and changing wine business environment. The course is conducted on an intensive mode in a 3,5 days seminar. Participants will be encouraged to actively engaged through class discussions and group presentations.

Teaching methods

Face-to-face


- E-learning

In group

- Exercises
- Oral presentations
- Projects
- Case studies/texts

Interaction

- Discussions/debates

Others

No items in this list have been checked.

Learning objectives

Cognitive domain

Upon completion of this course, students should be able to
  • - (level 1) Describe what are the major challenges faced by wine organisations within the global and French wine industry;
  • - (level 1) Recognize the role played by different stakeholders in the French and Global wine business environment;
  • - (level 2) Discuss what are the implications of major challenges for organizations related to the global wine business environment
  • - (level 3) Use strategic Management tools to conduct a strategic analysis of the external environment of a wine market;
  • - (level 4) Appraise the general and country-specific practices of wine monopoly markets;
  • - (level 4) Analyze competitive environment of specific wine markets around the world
  • - (level 5) Develop a critical thinking in solving problems related to wine business challenges;

Affective domain

Upon completion of this course, students should be able to
None affective domain have been associated with this course yet

Outline

DAY 1 - Monday 21rst September 2020 – Coralie HALLER et Juan Antonio LO BELLO Session Lecture content Online Use Assessment Session 1 8h30-9h15 Introduction – Course Syllabus and assignments Group building Juan Lo Bello - About Putting groups together + Assign market and wines to the groups + Set the scene of the role Assign teams of 3-4 students to breakout rooms on BBB Student choose notetaker & spokesperson Attendance Session 2 9h15-9h45 The Wine Map of France and Prowein Report 2019 - Map of France wine regions - Introduction to the wines selected for International launch. Key facts - Introduction to the “category” of the wines selected. Key facts. ` Future Markets by Attractiveness BBB main conference room Attendance Session 3 9h45-10h30 Coaching Groups working in breakout rooms on BBB Group Project 1 Session 4 10h45-11h30 Introduction to the Nordic Monopolies and Denmark BBB main conference room Participation Session 5 11h30-12h Coaching Groups working in breakout rooms on BBB Group Project 2 Session 6 13h-14h Introduction to Japan, China and Hong Kong BBB main conference room Attendance Session 7 14h--14h30 Coaching Groups working in breakout rooms on BBB Group Project 3 Session 8 14h45-15h45 Introduction to Canada and the US markets BBB main conference room Session 9 15h45-16h15 Coaching Groups working in breakout rooms on BBB Group Project 4 Session 9 16h30-17h30 Preparation for “Presentation Group Work” 17th November BBB main conference room Group Project 4 DAY 2 - Tuesday 22nd September 2020 – Coralie HALLER Session Lecture content Online Use Assessment Session 1 8h to 8.45 State of vitiviniculture world markets Main conference room Attendance Session 2 9h to 10.30 The French Wine Industry: roles of, and interrelationships between various stakeholders Main conference room Attendance Session 3 10.45 to 12hrs Coaching Groups working in breakout rooms on BBB Group Project 5 Session 4 13h to 13.45 Group Presentation Each spokesperson has 5–minutes to present ppt to entire class Group Project 5 Session 5 14h to 15.15 Old world Vs New World of wine Main conference room Attendance Session 6 15h30-16h30 Main strategic business models PESTEL and Porter 5 forces Main conference room Attendance Session 7 16H30-17h Brainstorming session Main conference room Participation DAY 3 - Wednesday 23rd September 2020 – Michel COUDERC Session Lecture content Online Use Assessment Session 1 8h to-9.15 Wine making & selling costs and Wine pricing: cross analysis of wine business through collective cases studies discussed all together. Focus on marketing & collective actions. BBB main conference room Attendance Session 2 9.30 to 10.30 Groups cases studies - apply previous method and data (eventually completed) - coaching Groups working in breakout rooms on BBB Group Project 6 Session 3 10.45 to 12hrs Group presentations and discussions Each spokesperson has 5–minutes to present ppt to entire class Group Project 6 Session 4 13h to 13.45 The Rosé Wine market: Data and Key Success Factors Course introduction: Rosé wine specificities and big data BBB main conference room Attendance Session 5 14h to 14.45 The Provence Wine industry – facts and figures BBB main conference room Attendance Session 6 15 to 16hrs Groups cases studies: distributed with specific information on PPT slides, to be analyzed (eventually completed) - coaching Groups working in breakout rooms on BBB Group Work 7 Session 6 16-17h Group presentations and discussions Each spokesperson has 2–minutes to present ppt to entire class Group Work 7 DAY 4 - Monday 16th November 2020 – Juan Antonio LO BELLO Session Lecture content Online Use Assessment Session 1 8hrs-9.30hrs Final Coaching In breakout rooms on BBB Session 2 9h45-12hr Group presentations BBB main conference room

No prerequisite has been provided

Knowledge in / Key concepts to master

none

Teaching material

Mandatory tools for the course

- Computer

Documents in all formats


- Newspaper articles
- Case studies/texts
- Worksheets

Moodle platform

- Upload of class documents
- Interface to submit coursework
- 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


1- Mariani, A., Pomarici, E. & Boatto, V. (2012) The International wine trade: recent trends and critical issues, Wine Economics and Policy, p.24-40. 2- Montaigne, E. & Coelho, A. (2012) Structure of the producing side of the wine industry: firm typologies, networks of firms and clusters, Wine Economics and Policy, p.41-53 3- Jeffords, A. (2010) New world versus old world success in global wine market by 2030, conference workshop on “The world’s wine markets by 2030: terroir, climate change, R&D and globalization”, Adelaide convention center

EM Research: Be sure to mobilize at least one resource

Textbooks, case studies, translated material, etc. can be entered
No reading material has been provided.

Assessment

List of assessment methods

Intermediate assessment / continuous assessment 1Other (date, pop quiz, etc.) : ongoing
Written and oral (10 Min.) / Group / English / Weight : 15 %
Details : DAY 1 Group Work 1 : 5% Find main production and consumption trends of the country you have been assigned to work as a group Comment and contrast trends over time Group Work 2 : 5% The Group will need to focus on specific AOC except Alsace (Bordeaux, Burgundy, Champagne, Provence, Loire, Vin de Pays D'OC) and present the key facts that explain the particular quality hierarchy of that region, the wines, the area covered and some of the rules Group dynamics, team work assessment. : 5%
This evaluation is used to measure LO1.1, LO1.2, LO1.3, LO2.1, LO1.1, LO1.2, LO1.3, LO2.1
Intermediate assessment / continuous assessment 2Class no. DAY 3
Oral / Group / English / Weight : 25 %
Details : Final Group Presentation Project “On the shoes of an export Manager”
This evaluation is used to measure LO1.1, LO1.2, LO1.3, LO1.3
Final evaluationExam week
Written (1 Min.) / Individual / English / Weight : 60 %
Details : It will consist of 1 HOUR multiple choice questions together with short written answers questions based on course content, lectures and reading material provided in the 3 days of class (including course lectures, readings, other groups presentations)
This evaluation is used to measure LO1.1, LO1.2, LO1.3, LO1.1, LO1.2, LO1.3
No assessment methods have been attributed to this course yet.