WINEMKTG 3501EX - Winery Business Management III

External - Trimester 1 - 2015

This capstone course integrates all of the interfacing elements between wine, business and marketing management as these relate to the 'real-world' side of the wine industry of today. In the process wine marketing (with a strong emphasis on brand building to differentiate the wine(ry) business), winery cost and management accounting and financial management, strategic winery business management, and organisation development are all examined as these relate to an actual winery. Key focus areas are wine(ry) brand building and management, understanding costs of production, strategic management issues, and financing growth strategies for a wine(ry) business. Students are required to conduct extensive research of both the winery organisation's internal and external environments, including all its operational and financial issues. The key activity performed in this course is the analysis and application of decision-making to winery operations and their application to an actual (operating) winery. The primary course outcome is a major project in the form of a realistic and fully-integrated 5-year strategic business plan for this operating winery including profit and cash budgets and supporting materials.

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