EM1S5M26
Programme
PGE
International Wine management and tourism
International Wine management and tourism
UE
Wine Marketing and sales
Semestre
A
Discipline
Marketing
Volume horaire
24 H
Nombre de places
35
Ouvert aux visitants
Oui
Langue
EN
Responsable
Nadia LELANDAIS
Liste des intervenants
| Intervenant(s) | Volume horaire CM | |
|---|---|---|
| Nadia LELANDAIS | nadia.lelandais@wanadoo.fr | 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. |
Descriptif
This 24 hours course help participants to understand how to define a global competitive Strategy of the Wine Business environment. It is dedicated to give participants awareness and understanding how to capture the unique customer Value and build up a superior customer relationship that applied to the wine sector. The objective is for participants to have the opportunity to develop their skills and acquire knowledge about the highly competitive and wine business environment and how to deliver value and sales force of excellence within an intercultural environment. The course will incorporate readings. In addition, participants will be encouraged to actively participate in the course through class discussions and group presentations.Organisation pédagogique
Face-to-face
- LecturesIn group
- Oral presentations
- Case studies/texts
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 unique customer value and key components of the marketing applied to wine business environment;
- - (niv. 2) Explain purchasing decision and buying behavior by maximizing buyer value n global cultural environment;
- - (niv. 3) Show awareness how to capture this unique value and rethink selling process and dedicated Sales force organization in the wine industry in general and in the French Wine Industry in particular;
- - (niv. 3) Demonstrate ideas effectively, both orally and in writing in a business context
- - (niv. 3) Operate decision-making process in a critical way;
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- Course Introduction + Capturing a global wine competitive Strategy 1. Marketing: Creating and Capturing Customer Value (luxe comparison) 2. Analyzing the Market Environment and Managing Information to Gain Customer Insights ( Wine exemple) 3. Company strategy and Marketing Strategy: Partnering to Build superior Customer Relationships 4. Wine Products, Services and Brands: Building Customer Value - Connecting Product concept, selling concept and marketing insight focused on country of origin 5. Consumer Markets and Consumer Buyer Behaviour to Business Markets and Business Buyer Behaviour Session 2 - Delivering value & sales force of Excellence 6. Rethinking Selling process and channel to capture value 7. Retailing and Wholesaling: Delivering Customer Value 8. Designing and organizing dedicated Sales force 9. Redefine Selling to Create Customer Value RETHINKING THE SALES FORCE Session 3 - Designing Sales training session for Excellence 10. Setting sales Objective 11. Preparation principles of sale visit – discovery & consulting 12. Art of selling – argument and commitment 13. Wine Specific Tools (accord mets/vins, Parker,) Session 4 - Managing global Wine business negotiation 14. Understanding purchasing decision and buying behaviour and maximising buyer value in global cultural environment 15. Initiating Negotiation session Session 5 - Building long term international business 16. Globalisation and marketplace evolution 17. Challenge for new products and markets : focus on China / USA potential Session 6 - Case study with Sopexa group on China MarketPrérequis 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
- Photocopies- Case studies/texts
Moodle platform
Aucun élément de cette liste n'a été coché.Software
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
-Kotler P. (2012) “Principles of marketing”, Pearson-14th ed., p.188-215, p.288-485 Churchill, Ford, Walker (1993) “Sales Force management”, Irwinn inc, 4th ed. -Rackham N., De Vincentis J. (1999) ”Rethinking Sales force”, McGraw Hill -Ferraro P. (2002) “the cultural dimension of international business,” Pearson, negotiating across culture p. 125-141 -Karel O. Cool, James E. Henderson (2010) “Experience and Learning in Wine Supply Chain Negotiations”, Supply Chain Forum - International Journal -Kapferer Jean-Noël, Bastien V., Kogan Page (2012 ), “The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands”Littérature complémentaire
• 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+newsTravaux 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…NA
Modalités d'évaluation
Liste des modalités d'évaluation
Evaluation intermédiaire / contrôle continu 1Autre (date, contrôle surprise...) : 11 December
Orale (20 min) / en groupe / Anglais / pondération : 50 %
Cette évaluation sert à mesurer LO1.1, LO1.2, LO1.3, LO2.1, LO2.2
Orale (20 min) / en groupe / Anglais / pondération : 50 %
Cette évaluation sert à mesurer LO1.1, LO1.2, LO1.3, LO2.1, LO2.2
Evaluation intermédiaire / contrôle continu 2Séance n° On going
Orale / individuelle / Anglais / pondération : 50 %
Précisions : Individual evaluation - Readings and oral presentation - on going participatio
Cette évaluation sert à mesurer LO1.1, LO1.2, LO1.3, LO2.1, LO2.2, LO2.3
Orale / individuelle / Anglais / pondération : 50 %
Précisions : Individual evaluation - Readings and oral presentation - on going participatio
Cette évaluation sert à mesurer LO1.1, LO1.2, LO1.3, LO2.1, LO2.2, LO2.3