WINE 7002 - Evaluating Domestic and International Wine Markets

North Terrace Campus - Trimester 2 - 2015

This course provides students with insights into the nature, structure, functional variables, and the complexities of the world's wine markets. The impact of globalisation on the wine industry is analysed utilising a typology of open, government-controlled and emerging wine markets. In the process, the focus is across-the-board on the relative attractiveness of the domestic (Australian) and various countries' wine markets and the differences between them, especially how these influence profitability. In addition, it examines key drivers in the world wine market and their impact on wine export dynamics and characteristics. There is an emphasis on matching the wine offering and the wine business capability with wine market opportunity as defined by wine consumer demand and by route to market factors and on specifying the market entry, and distribution strategies required to convert the identified market potential into profitable export sales. The key issue of wine industry competitiveness and its determinants is examined throughout, as it manifests itself through the export performance of specific wine-producing countries.

  • General Course Information
    Course Details
    Course Code WINE 7002
    Course Evaluating Domestic and International Wine Markets
    Coordinating Unit Business School
    Term Trimester 2
    Level Postgraduate Coursework
    Location/s North Terrace Campus
    Units 3
    Available for Study Abroad and Exchange Y
    Course Description This course provides students with insights into the nature, structure, functional variables, and the complexities of the world's wine markets.
    The impact of globalisation on the wine industry is analysed utilising a typology of open, government-controlled and emerging wine markets.
    In the process, the focus is across-the-board on the relative attractiveness of the domestic (Australian) and various countries' wine markets and the differences between them, especially how these influence profitability. In addition, it examines key drivers in the world wine market and their impact on wine export dynamics and characteristics.
    There is an emphasis on matching the wine offering and the wine business capability with wine market opportunity as defined by wine consumer demand and by route to market factors and on specifying the market entry, and distribution strategies required to convert the identified market potential into profitable export sales.
    The key issue of wine industry competitiveness and its determinants is examined throughout, as it manifests itself through the export performance of specific wine-producing countries.
    Course Staff

    Course Coordinator: Mr Paul van der Lee

    Lecturer: Paul van der Lee
    Location: 10 Pulteney Street, Nexus Building (Room 1020)
    Email: paul.vanderlee@adelaide.edu.au
    Course website: www.myuni.adelaide.edu.au

    Paul van der Lee has 20 years experience in the Australian wine industry, spanning commercial and industry organisation roles, including hands on sales and business development responsibilities for 20 export markets.

    Paul has worked in the wine sector as chief executive for a medium-scale winery; as an independent wine business strategy consultant; as a senior economics and policy analyst for the Winemakers’ Federation of Australia; as an export business development manager for the South Australian Wine Industry Association; and as a Board member of the Australian Wine and Brandy Corporation, now the Australian Grape and Wine Authority (AGWA).

    In these roles he has:
    • Coordinated distribution and marketing of Australian wine brands in export markets, including participation in wine trade events in Canada, China, Denmark, Dubai, Germany, Ireland, Italy, Japan, South Korea, Sweden, UK, and USA.
    • Researched factors impacting the wine value chain and commissioned market research into issues such as regional branding and the China market
    • Led the development of three major wine sector strategic initiatives –
      • Strategy 2025 (1996); The Marketing Decade (2000); and the Wine Restructuring Action Agenda (2010)
    • Developed the programs for the national Wine Marketing Conference (1999-2005) and Wine Industry Outlook Conference (2010 and 2012)
    • Developed and presented WineSkills workshops that enhanced the business capability of small wine businesses
    • Undertaken consultancy as a wine marketing expert witness and for due diligence of wine business acquisitions
    His qualifications include degrees in economics BEc (Hons), in politics (BA) and in marketing (BBus), and in 2012 he graduated from the Australian Company Directors Course (order of merit).
    Course Timetable

    The full timetable of all activities for this course can be accessed from Course Planner.





    Week

    Date

    Weekly Topic

    1

    27 May 2015

    Course introduction, assessment frameworks

    L 1 Globalisation and wine markets

    2

    3  June  2015

    L 2 Regulation and trade environment for wine

    L 3 Competitiveness of wine producing countries

    3

    10 June 2015

    L4 Australian market for domestic wine producers

    L5 Australian market opportunity relative to global market potential for domestic wine producers

    4

    17 June 2015

    19-20 June 2015

    No lecture

    Workshop 1, domestic market topics, small group learning

    5

    24 June 2015

    L6 Categorising global wine market potential

    L7 Developed wine markets profiles - Open markets

    6

    1 July 2015

    L 8 Developed wine markets profiles - Government controlled markets

    L9 Emerging wine markets profiles

    7

    8 July 2015

    No lecture

    8

    15 July 2015

    L 10 Route to market and marketing strategies for global wine markets

    L11 Wine business competencies qualify market opportunity

    9

    22 July 2015

    24 -25 July 2015

    No lecture, workshop topics preparation

     Workshop 2, international market topics, small group learning

    10

    29 July 2015

    L12 Investment decision for new market selection – application of the evaluation criteria

    11

    5  August 2015

    L13 Revision and exam briefing

    12

    12 August 2015

    No lecture, exam preparation week

    13

    19 August 2014

    Exam week

  • Learning Outcomes
    Course Learning Outcomes

    On successful completion students will be able to

    1. Evaluate local and international wine markets to determine their differential sales and profitability potential

    2. Identify and analyse the impact of external environment factors, including globalisation, regulation and exchange rates, on the competitiveness of wine producing countries and on the potential wine business profitability of individual wine markets.

    3. Determine the wine markets that best match the sales and profitability objectives, risk appetite and capabilities of an individual wine business.

    4. Plan and specify market entry strategies that uniquely address the specific trade, consumer and structural parameters of each international wine market.

    5. Develop marketing strategies to achieve the corporate, branding and sales objectives for each local and international market.


     



    University Graduate Attributes

    This course will provide students with an opportunity to develop the Graduate Attribute(s) specified below:

    University Graduate Attribute Course Learning Outcome(s)
    Knowledge and understanding of the content and techniques of a chosen discipline at advanced levels that are internationally recognised. 1, 2, 3, 4, 5
    The ability to locate, analyse, evaluate and synthesise information from a wide variety of sources in a planned and timely manner. 1, 2
    An ability to apply effective, creative and innovative solutions, both independently and cooperatively, to current and future problems. 3, 4, 5
    Skills of a high order in interpersonal understanding, teamwork and communication. 5
    A proficiency in the appropriate use of contemporary technologies. 1
    A commitment to continuous learning and the capacity to maintain intellectual curiosity throughout life. 2, 4,
    An awareness of ethical, social and cultural issues within a global context and their importance in the exercise of professional skills and responsibilities. 4
  • Learning Resources
    Required Resources
    This course has no text book, required readings will be provided to students through MyUni.
    Recommended Resources
    The Business School Communication Skills Guide provides important information on assignment and referencing expectations. https://business.adelaide.edu.au/documents/CSG_business_Web_final.pdf  

    Winefacts Database (2015), Australian Grape and Wine Authority (formerly Wine Australia), (accessible through the University’s library website).

    Anderson & Nelgen, 2011, Global Wine Markets, 1961 to 2009: A Statistical Compendium, University of Adelaide Press, Adelaide, Australia.

    Winemakers’ Federation of Australia, The Marketing Decade: Setting the Australian Wine Marketing Agenda 2000 – 2010, Adelaide, 2000

    Australian Wine and Brandy Corporation (AWBC) and Winemakers Federation of Australia (WFA),
    Wine Australia: Directions to 2025: An Industry Strategy for Sustainable Success, Adelaide, 2007.

    Winemakers’ Federation of Australia,WINE INDUSTRY REPORT, Expert Report on the Profitability & Dynamics of the Australian Wine Industry, Adelaide, 2013

    Goodman Steve, Principles of Wine Marketing, Winetitles, Adelaide, 2012

    Czinkota, MR, Ronkainen, IA, Sutton-Brady, C & Beal, T, International marketing: Second Asia-Pacific edition, Cengage Learning, South Melbourne, Victoria, 2011.

    Online Learning
    Lectures can be accessed online through Myuni as an alternative to on campus attendance.
    Participation in two weekend (Friday plus Saturday) workshops is the tutorial component of the course and is essential, due to the intensive nature of small group learning involved in the workshops and the significant contribution of workshop participation to student assessment.
    Assignments are submitted via the MyUni website and the exam is available online.
    Any additional course materials will be provided through Myuni.
    Students are expected to read all course-related announcements posted on the course website and to utilise the discussion boards where appropriate.
  • Learning & Teaching Activities
    Learning & Teaching Modes
    This course is taught through 13 lectures and 2 intensive Friday/Saturday workshops. Students are also expected to complete the required readings. See section 1.3 for lecture topic details. The reading list and discussion questions for each topic will be provided via Myuni at the commencement of the course.
    Workload

    The information below is provided as a guide to assist students in engaging appropriately with the course requirements.

    The University expects full-time students (i.e. those taking 12 units per semester) to devote a total of 48 hours per week to their studies. This means that, for this course, you are expected to commit approximately 9 hours to private study, that is, study outside of your regular classes.

    Students in this course are expected to either attend or access online all lectures throughout the semester plus BOTH Friday/Saturday workshops.
    Learning Activities Summary
    Topic 1 Globalisation and wine markets

    Topic 2 Regulation and trade environment for wine

    Topic 3. Competitiveness of wine producing countries.

    Topic 4. Australian market for domestic wine producers. 

    Topic 5. Australian market opportunity relative to global market potential for domestic wine producers.

    Topic 6 Categorising global wine market potential

    Topic 7 Developed wine markets profiles - open markets

    Topic 8 Developed wine market profiles - Government controlled

    Topic 9 Emerging wine markets profiles

    Topic 10 Route to market and marketing strategies for global wine

    Topic 11 Wine business competencies qualify market opportunity

    Topic 12 Investment decision for new market selection – application of the evaluation criteria 

    Topic 13 Revision and exam briefing

    Small Group Discovery Experience
    The two Friday/Saturday workshops are designed to use a small group learning format for discussion and problem solving of nominated issues from the course topics.
  • Assessment

    The University's policy on Assessment for Coursework Programs is based on the following four principles:

    1. Assessment must encourage and reinforce learning.
    2. Assessment must enable robust and fair judgements about student performance.
    3. Assessment practices must be fair and equitable to students and give them the opportunity to demonstrate what they have learned.
    4. Assessment must maintain academic standards.

    Assessment Summary
    Assessment Weighting Due Date Learning Outcomes
    Workshop active participation 10% 2, 3, 4, 5
    Workshop group tasks 10% 2, 3, 4
    Assignment 1 10% 9am Tuesday 16th of June 2015 1
    Assignment 2 20% 9am Monday 13th of July 2015 1, 3
    Examination 50% TBA 1, 2, 3, 4, 5
    Assessment Related Requirements
    EXAM

    To gain a pass for this course a mark of 50% must be obtained on the final examination as well as a total of 50% overall.

    Open book exam, available online.
    Assessment Detail
    TUTORIAL (Workshops) PARTICIPATION

    Marks will be awarded for workshop active participation and for contribution to workshop group tasks. Students are expected to prepare for workshop classes by completing the assigned reading prior to the class and preparing for the discussion topic and or questions provided on Myuni for that workshop.


    ASSIGNMENT 1

    Individual Assignment

    Weight: 10%

    Due Date: 9 am Tuesday 16th of June

    Word Limit: 800 words approximately.

    Method of Submission: you are required to submit this assignment along with a business school cover sheet via MyUni for this course no later than the due date and time.

    This assignment is made up of four short answer questions.

    Short answers can be in dot point format and the answer to each question should not exceed 200 words.
    The relevant reference sources are the lectures and the course readings for topics 4 and 5.
    No bibliography or referencing is required.
    No marks will be awarded for content cut and pasted from the lecture presentations.

    Q1. What factors will determine the value sales growth prospects for Australian wine in the Australian wine market over
    the next 5 years?

     
    Q2. Specify the reasons why local (Australian) wine producers might consider the domestic (Australian) market to
    be more attractive than export markets.

     
    Q3. What are the advantages and disadvantages of the online retail sales channel for wine? 

     
    Q4. What are the benefits of wine tourism to the Australian wine market?

                        
    ASSIGNMENT 2

    Individual Assignment

    Weight: 20%

    Due Date: 9 am Monday 13th of July

    Word Limit: 2500 words

    Method of Submission: you are required to submit this assignment along with a business school cover sheet via MyUni for this course no later than the due date and time. 

    Wine company case study to be analysed, question to be posted on MyUni.

     
    EXAMINATION

    The course will conclude with a 2 hour examination held during the university examination period, date to be advised. The exam will be available online for external students.

    This exam will be open book and will cover every topic in the course - content from all lecture materials and course readings is examinable.

    To gain a pass for this course a mark of 50% must be obtained on the final examination as well as a total of 50% overall.

    Submission
    All assignments should be accompanied by a Business School cover sheet and students should retain a copy of all assignments submitted.

    REFERENCING
    Correct referencing is important for identifying the ideas and arguments you present along with any direct quotes you use. It helps to avoid plagiarism and demonstrates that you have thoroughly researched your assignment. The Harvard Referencing System is usually used in the Business School. Guidelines for this system and examples of correct referencing can be found in the Business School Study Skills Guide listed under recommended resources in this guide.

    LATE ASSIGNMENTS
    Students are expected to submit assignments by the due date in order to maintain equity. Extensions can only be given for medical or other serious reasons and must be requested before the due date. These requests must be accompanied by appropriate documentation such as a medical certificate and will be granted on a case by case basis. Late assignments without prior arrangement will be penalised by a 5% reduction for each day that it is late.
    Course Grading

    Grades for your performance in this course will be awarded in accordance with the following scheme:

    M10 (Coursework Mark Scheme)
    Grade Mark Description
    FNS   Fail No Submission
    F 1-49 Fail
    P 50-64 Pass
    C 65-74 Credit
    D 75-84 Distinction
    HD 85-100 High Distinction
    CN   Continuing
    NFE   No Formal Examination
    RP   Result Pending

    Further details of the grades/results can be obtained from Examinations.

    Grade Descriptors are available which provide a general guide to the standard of work that is expected at each grade level. More information at Assessment for Coursework Programs.

    Final results for this course will be made available through Access Adelaide.

  • Student Feedback

    The University places a high priority on approaches to learning and teaching that enhance the student experience. Feedback is sought from students in a variety of ways including on-going engagement with staff, the use of online discussion boards and the use of Student Experience of Learning and Teaching (SELT) surveys as well as GOS surveys and Program reviews.

    SELTs are an important source of information to inform individual teaching practice, decisions about teaching duties, and course and program curriculum design. They enable the University to assess how effectively its learning environments and teaching practices facilitate student engagement and learning outcomes. Under the current SELT Policy (http://www.adelaide.edu.au/policies/101/) course SELTs are mandated and must be conducted at the conclusion of each term/semester/trimester for every course offering. Feedback on issues raised through course SELT surveys is made available to enrolled students through various resources (e.g. MyUni). In addition aggregated course SELT data is available.

  • Student Support
  • Policies & Guidelines
  • Fraud Awareness

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