|Module / ECTS / Path / Specialisation||Module :Wine Marketing and sales : 17 ECTS.|
Module :UE 5 International Wine Marketing and Management : 9 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.|
|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.|
|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|
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 days seminar. Participants will be encouraged to actively engaged through class discussions and group presentations.
- Describe what are the major challenges faced by organisations within the global and French wine industry;
- Recognize the role played by different stakeholders in the French and Global wine business environment;
- Discuss what are the implications of major challenges for organizations related to the global wine business environment
- Use strategic Management tools to conduct a strategic analysis of the external environment of a wine industry
- Appraise industry and competition – analysing an organization in its competitive environment, synthesize simultaneous streams of information, and make recommendations;
- Develop a critical thinking in solving problems related to wine business challenges;
Session 1 - Monday 16/9 - 8h30-10h30 - Coralie HALLER
Course Introduction, assignments and Assessment review/ ice breaker
Global Wine trends, International and France
Session 2 - Monday 16/9 - 10h45-12H30 - Coralie HALLER
French Wine industry: roles of, and interrelationships between various stakeholders
Session 3 - Monday 16/9 - 13h30-15h30 - Coralie HALLER
- Wine Business strategy: Old vs new world
- Strategic Management: External Environment analysis: macro-environmental analysis (PESTEL) industry (Porter 5 forces)
Session 4 - Monday 16/9 - 15h45-17h30 - Coralie HALLER
Group working session
Session 5 - Tuesday 17/9 - 8h30-10h - Coralie HALLER
Group working session
Session 6 - Tuesday 17/9 - 10h15-12h30 - Coralie HALLER
Group Presentation A#1
Session 7 - Tuesday 17/9 - 13h30-17h30 - Chritophe EHRHARDT
AOP-AOC classification and European impact
Eco-system of Alsace
Session 8 - Wednesday - 18/9 - 8h30-12h30; 13h30-16h - Reto THORIG
The Scandinavian Monopoly markets are of significant importance in regard of alcohol sales figures and therefore a potential target market for producers and exporters. As monopolies impose restrictions and legal constraints, it is important to know the rules and their code of conduct.
This lecture introduces the students to the general and country-specific practice of each monopoly market. With an accurate insight knowledge and understanding of the mechanisms within the markets, students will be able to develop an approach to the Scandinavian markets.
Session 9 - Wednesday - 18/9 - 16h15-17h30 - FNAL EXAM
Basic of strategic Management
Porter 5 forces
Charters, S. & Gallo, J. (2014) Wine Business Management, Pearson
Mora, P. (2013) Wine Business Cases Studies: Thirteen case studies from the real world of Wine Business Management, The Wine Appreciation Guild, San Fransisco
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
Behaviors such as
may lead to expulsion from the class/course.