WINE 7002 - Growing Domestic and International Wine Markets

North Terrace Campus - Trimester 2 - 2022

This course provides students with insights into the nature and complexities of the world's wine markets. Students will analyse the impact of globalisation on the wine industry. The course will enable students to assess the relative attractiveness of the Australian and various countries' wine markets, understanding their differences and factors effecting profitability. This course examines key drivers in the world wine market and their impact on wine export dynamics and characteristics. Students will understand the importance of matching the wine offering and business capability, with wine market opportunity on specifying the market entry, and distribution strategies required to generate profitable export sales.

  • General Course Information
    Course Details
    Course Code WINE 7002
    Course Growing Domestic and International Wine Markets
    Coordinating Unit Adelaide Business School
    Term Trimester 2
    Level Postgraduate Coursework
    Location/s North Terrace Campus
    Units 3
    Contact Up to 36 hours
    Available for Study Abroad and Exchange Y
    Course Description This course provides students with insights into the nature and complexities of the world's wine markets. Students will analyse the impact of globalisation on the wine industry. The course will enable students to assess the relative attractiveness of the Australian and various countries' wine markets, understanding their differences and factors effecting profitability. This course examines key drivers in the world wine market and their impact on wine export dynamics and characteristics. Students will understand the importance of matching the wine offering and business capability, with wine market opportunity on specifying the market entry, and distribution strategies required to generate profitable export sales.
    Course Staff

    Course Coordinator: Mr Paul van der Lee

    Lecturer: Mr Paul van der Lee
    Email: paul.vanderlee@adelaide.edu.au
    Location: 10 Pulteney Street, Nexus Building (Room 10.42)
    Course website: www.myuni.adelaide.edu.au

    Paul van der Lee has 28 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 Wine Australia, the Australian Government's statutory organisation responsible for the regulation and promotion of Australian wine.

    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 and Growing Wine Exports 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). He is currently a member of the Advisory Board for the University of Adelaide Wine Future research network.
    Course Timetable

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


    Week

    Date

    Weekly Topic

    2

    2 June 2022
    VENUE
    Nexus 10 MBA
    Room 706

    Course introduction

    2

    2 June 2022
    VENUE
    Nexus 10 MBA
    Room 706

     1 Globalisation and wine markets

     2 Regulation and trade environment for wine

     3 Competitiveness of wine producing countries

    3 9 June 2022
    VENUE
    Nexus 10 MBA
    Room 706

     4 Australian market for domestic wine producers

     5 Australian market opportunity relative to global market potential for domestic wine producers
     
    6 Categorising global wine market potential

    5

    23 June 2022
    VENUE
    Nexus 10 MBA
    Room 706

     7 Developed wine markets profiles - Open markets

    6

    30 June 2022

    VENUE
    Nexus 10 MBA
    Room 706

    8 Developed wine markets profiles - Government controlled markets
    Workshopping Topics 6, 7, 8

    7

    7 July 2022
    VENUE
    Nexus 10 MBA
    Room 706

     9 Emerging wine markets profiles

    Workshopping topic 9

    10

    28 July 2022
    VENUE
    Nexus 10 MBA
    Room 706

    10 Route to market and marketing strategies for global wine markets

    11

    4 August 2022
    VENUE
    Nexus 10 MBA
    Room 706

    11 Wine business competencies qualify market opportunity

    12

    11 August 2022
    VENUE
    Nexus 10 MBA

    Room 706

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

    13

    18 August 2022
    VENUE
    Nexus 10 MBA
    Room 706

    13 Review and exam briefing

    14

     TBA August 2022
    VENUE
    online

     Exam 0930 - 1300

  • Learning Outcomes
    Course Learning Outcomes

    On successful completion of this course, students will be able to:

    1. 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.
    2. Determine the differential sales and profitability potential of local and international wine markets. 
    3. Identify and interpret the role of cultural issues influencing wine demand and design culturally responsive wine business strategies for different wine markets.
    4. Determine the wine markets that best match the sales and profitability objectives, risk appetite and capabilities of an individual wine business.
    5. Plan and specify market entry strategies that uniquely address the specific trade, consumer and structural parameters of each international wine market.
    6. 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)

    Attribute 1: Deep discipline knowledge and intellectual breadth

    Graduates have comprehensive knowledge and understanding of their subject area, the ability to engage with different traditions of thought, and the ability to apply their knowledge in practice including in multi-disciplinary or multi-professional contexts.

    1, 2, 3, 4, 5, 6

    Attribute 2: Creative and critical thinking, and problem solving

    Graduates are effective problems-solvers, able to apply critical, creative and evidence-based thinking to conceive innovative responses to future challenges.

    1, 4, 5, 6

    Attribute 3: Teamwork and communication skills

    Graduates convey ideas and information effectively to a range of audiences for a variety of purposes and contribute in a positive and collaborative manner to achieving common goals.

    2

    Attribute 4: Professionalism and leadership readiness

    Graduates engage in professional behaviour and have the potential to be entrepreneurial and take leadership roles in their chosen occupations or careers and communities.

    2, 4, 5, 6

    Attribute 5: Intercultural and ethical competency

    Graduates are responsible and effective global citizens whose personal values and practices are consistent with their roles as responsible members of society.

    3

    Attribute 8: Self-awareness and emotional intelligence

    Graduates are self-aware and reflective; they are flexible and resilient and have the capacity to accept and give constructive feedback; they act with integrity and take responsibility for their actions.

    1, 2, 3, 4, 5, 6
  • 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   

    Wine Australia, Wine Insights Database (2022)

    Wine Australia, Market Explorer, https://marketexplorer.wineaustralia.com  

    Wine Australia, 2020-21, Annual Report, www.wineaustralia.com

    Wine Australlia, Strategic Plan 2020-25, www.wineaustralia.com

    Halliday James, Halliday Wine Companion 2022, Melbourne 2021

    Winetitles media, 2022, The Australian and New Zealand Wine Industry Directory 40th edition, Adelaide


    Senate Standing Committee on Rural and Regional Affairs and Transport, Australian Grape and Wine Industry, Parliament House, Canberra, February 2016.

    Anderson, K, Nelgen, S, and Pinilla, V (2017) Global wine markets, 1860 to 2016: a statistical compendium. Adelaide: University of Adelaide Press.
     
    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



    Online Learning
    All lecture content and lecture recordings, case study exercises and course references can be accessed online through Myuni.

    Zoom technology will be used to engage external students in discussion topics during scheduled session dates and to provide a forum for student queries and clarification of topic content where required.

    Assignments and quizzs are submitted via the MyUni website.

    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 9 seminar sessions of varying duration, comprising a mix of lecture presentations, discussions, and case study exercises.
    Students are also expected to complete the required readings. See below 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, case study presentations and exercises throughout the trimester; respond to quizzes and complete the assignment and exam.
    Learning Activities Summary
    Teaching & Learning Activities Related Learning Outcomes
    Lectures 1-6
    Group workshop tasks 1-6


    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
  • 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 Task Weighting Due Date/Week Length Learning Outcomes
    Online tasks (quizzes)
    individual work
    20% Weeks 4,6 N/A 1, 2, 3, 4
    Assignment Essay individual work 30% Week 8
    0900 Monday
    2500 words 2, 4
    Final Exam  50%
    Must achieve Pass grade
    Week 12
    0900 Monday
    2.5 hours  2, 4, 5, 6
    Total 100%
    Assessment Related Requirements
    Online tasks and quizzes
    Participation in the discussion sessions either face to face or utilising Zoom technology is required but not assessible.

    Tasks to reinforce topic learning will be provided through Myuni, but not assessible.

    Assessible Quizzes (2) that require responses by the nominated deadlines will be made available through Myuni. 

    Final 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
    QUIZZES

    Assessment  weight 20%

    Students are required to complete the 2 separate quizzes that will be made available through Myuni with deadlines to be advised. Penalties will apply for late responses.

                     
    ASSIGNMENT 

    Individual Assignment

    Weight: 30%

    Due Date: to be advised

    Word Limit: 2000 words approximately excluding reference listing and sales schedule.

    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.

     
    FINAL EXAM

    The course will conclude with a 2.5 hour examinationto on a date to be advised. The exam will be available online for all 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 submitted via Myuni and accompanied by a Business School cover sheet.
    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

    Students are reminded that in order to maintain the academic integrity of all programs and courses, the university has a zero-tolerance approach to students offering money or significant value goods or services to any staff member who is involved in their teaching or assessment. Students offering lecturers or tutors or professional staff anything more than a small token of appreciation is totally unacceptable, in any circumstances. Staff members are obliged to report all such incidents to their supervisor/manager, who will refer them for action under the university's student’s disciplinary procedures.

The University of Adelaide is committed to regular reviews of the courses and programs it offers to students. The University of Adelaide therefore reserves the right to discontinue or vary programs and courses without notice. Please read the important information contained in the disclaimer.