EM1S5M22
Programme
PGE
International Wine management and tourism
International Wine management and tourism
UE
Wine Marketing and sales
Semestre
B
Discipline
Marketing
Volume horaire
24 H
Nombre de places
35
Ouvert aux visitants
Oui
Langue
EN
Responsable
Charlotte MASSA
Liste des intervenants
| Intervenant(s) | Volume horaire CM | |
|---|---|---|
| Charlotte MASSA | charlotte.massa@em-strasbourg.eu | 24 h |
Contribution pédagogique du cours au programme
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. |
| Students will understand state-of-the-art management concepts and tools and use them appropriately. |
| Students will implement appropriate methodologies to develop appropriate solutions for business issues. |
| 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. |
Descriptif
This 24 hours course has two major objectives. Firstly, it provides an introduction to wine marketing terminology and concepts, including the steps in marketing strategy (STP process), the specific wine operational marketing and wine consumer behaviour. This courses addresses consumer behaviours in order to understand what are their motivations, their purchase behaviour process as well as the major market trends in wine industry. Secondly, this course addresses the principles of multichannel retailing as well as the winery experience. Specific focus areas include the role of the winery cellar door in wine marketing/distribution and opportunities and challenges associated with eCommerce and Direct-to-Consumer (DTC) wine sales.Organisation pédagogique
Face-to-face
- LecturesIn group
- Exercises- Oral presentations
- Projects
Interaction
- Discussions/debatesOthers
Aucun élément de cette liste n'a été coché.Objectifs pédagogiques
Cognitive domain
A l'issue du cours, l'étudiant(e) devrait être capable de / d'...- - (niv. 1) Identify the "Ps" of the wine marketing mix
- - (niv. 4) Analyze wine consumer behaviour
- - (niv. 5) Develop a wine marketing strategy and a retailing strategy
- - (niv. 6) Describe wine marketing process
- - (niv. 6) Assess the complex nature of the wine as a marketing product
- - (niv. 6) Describe a winery experience
Affective domain
A l'issue du cours, l'étudiant(e) devrait être capable de / d'...Aucun affective domain n'a pour le moment été associé à ce cours.
Objectifs de développement durable abordés
Aucun objectif de développement durable n'a été coché.
Plan / Sommaire
Session 1 – Overview of wine marketing Session 2 – Wine consumer behavior Session 3 – Cellar door, retailing and e-commerce Session 4 – Winery experience Session 5 - Meet with Stève Siegler - "CLOS DES TERRES BRUNES" Session 6 - Oral presentation & Final written examPrérequis nécessaires
Connaissances en / Notions clés à maîtriser
NASupports pédagogiques
Mandatory tools for the course
Aucun élément de cette liste n'a été coché.Documents in all formats
- Newspaper articles
- Case studies/texts
Moodle platform
- Upload of class documentsSoftware
Aucun élément de cette liste n'a été coché.Additional electronic platforms
Aucun élément de cette liste n'a été coché.Bibliographie recommandée
Ouvrages principaux
Festa G., Cuomo M.T., Metallo G. and Festa A. (2016), The (r)evolution of wine marketing mix: from the 4Ps to the 4Es, Journal of Business Research, 69, 1550-1555. Pine, J.B., & Gilmore, J.H. (1999). The experience economy. Boston, MA: Harvard Business Press. Pitt L. (2017), Ten reasons why wine is a magical marketing product, Journal of Wine Research, Vol. 28, No. 4, 255-258. Schmitt, B. (1999). Experiential marketing. Journal of Marketing Management, 15(1-3), 53-67.Littérature complémentaire
Berman B. and Evans J.R. (2012), Retail Management: A strategic approach, Pearson. Charters S. and Gallo J. (2014), Wine Business Management, Pearson. Hall M. and Mitchell R. (2008), Wine marketing: a practical guide, Elsevier.Travaux de recherche de l'EM : Veillez à mobiliser au moins une ressource
Peuvent être renseignés les manuels coordonnés, les traductions de manuel, les études de cas traduites etc…Ben Tahar Y., Haller C., Massa C. and Bédé S. (2018). Designing and creating tourism experience : adding value for tourists. In Sotiriadis M. (Eds.), Handbook of entrepreneurship in tourism, travel and hospitality : skills for successful ventures, Emerald. Massa C. & Bédé S., (2018), A consumer value approach to a holistic understanding of the winery experience, Qualitative Market Research: An International Journal, forthcoming.
Modalités d'évaluation
Liste des modalités d'évaluation
Evaluation intermédiaire / contrôle continu 1Dernière séance
Ecrite et orale / en groupe / Anglais / pondération : 50 %
Cette évaluation sert à mesurer LO1.1, LO1.2, LO1.3, LO2.1, LO2.2, LO2.3
Ecrite et orale / en groupe / Anglais / pondération : 50 %
Cette évaluation sert à mesurer LO1.1, LO1.2, LO1.3, LO2.1, LO2.2, LO2.3
Evaluation finaleDernière séance
Ecrite (90 min) / individuelle / Anglais / pondération : 50 %
Cette évaluation sert à mesurer LO1.1, LO1.2
Ecrite (90 min) / individuelle / Anglais / pondération : 50 %
Cette évaluation sert à mesurer LO1.1, LO1.2