WINE 7002EX - Evaluating Domestic and International Wine Markets

External - Trimester 2 - 2019

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 7002EX
    Course Evaluating Domestic and International Wine Markets
    Coordinating Unit Business School
    Term Trimester 2
    Level Postgraduate Coursework
    Location/s External
    Units 3
    Available for Study Abroad and Exchange N
    Restrictions Available only to Cert, Grad and Masters of Wine Bus. Others with approval from Program Director.
    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

    Please see WINE 7002 course outline
    Course Timetable

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

  • 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 potentiual 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)
    Deep discipline knowledge
    • informed and infused by cutting edge research, scaffolded throughout their program of studies
    • acquired from personal interaction with research active educators, from year 1
    • accredited or validated against national or international standards (for relevant programs)
    1, 2, 3, 4, 5, 6
    Critical thinking and problem solving
    • steeped in research methods and rigor
    • based on empirical evidence and the scientific approach to knowledge development
    • demonstrated through appropriate and relevant assessment
    1, 4, 5, 6
    Teamwork and communication skills
    • developed from, with, and via the SGDE
    • honed through assessment and practice throughout the program of studies
    • encouraged and valued in all aspects of learning
    2
    Career and leadership readiness
    • technology savvy
    • professional and, where relevant, fully accredited
    • forward thinking and well informed
    • tested and validated by work based experiences
    2, 4, 5, 6
    Intercultural and ethical competency
    • adept at operating in other cultures
    • comfortable with different nationalities and social contexts
    • Able to determine and contribute to desirable social outcomes
    • demonstrated by study abroad or with an understanding of indigenous knowledges
    3
    Self-awareness and emotional intelligence
    • a capacity for self-reflection and a willingness to engage in self-appraisal
    • open to objective and constructive feedback from supervisors and peers
    • able to negotiate difficult social situations, defuse conflict and engage positively in purposeful debate
    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

    Australian Grape and Wine Authority (Wine Australia), Winefacts Database (2018).

    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

    Halliday James, Halliday Wine Companion, Melbourne, 2017
    Online Learning
    Lectures, case study exercises and case study results can be accessed online through Myuni as an alternative to on campus attendance.
    However participation in a full day workshop, scheduled for Friday 13th July, is essential small group learning and is assessable.
    All students are strongly encouraged to attend the workshop on campus.

    For those externally enrolled students unable to attend the full day workshop session on campus, alternative tasks will be advised.

    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 6 intensive full day sessions, comprising a mix of lecture presentations, small group tasks, 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 semester; attend the all day small group learning workshop scheduled for 13th July; and complete the assignments 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
    Small Group Discovery Experience
    Every full day session features group discussion of nominated topics and the Friday 13th July workshop is designed to use a small group learning format for discussion and problem solviong of specific 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 Task Weighting Due Date/Week Length Learning Outcomes
    Intensive sessions group tasks 20% Every week N/A 1, 2, 3, 4, 5
    Assignment Essay (individual work) 30% Week 8 2500 words 2, 4
    Final Exam 50%
    Must achieve passing grade
    Week TBA 2.5 hours 1, 2, 3, 4, 5, 6
    Total 100%
    Assessment Related Requirements
    Workshop
    Participation in the full day workshop is an essential component of the course and is assessible for each student's contribution to group tasks.
    Externally enrolled students who are unable to attend on campus for the workshop will be required to undertake alternative tasks to be advised.

    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
    TUTORIAL (Workshop) 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 any assigned reading prior to the class and preparing for the discussion topic and or questions provided on Myuni for that workshop.
                     
    ASSIGNMENT 

    Individual Assignment

    Weight: 30%

    Due Date: Week 8

    Word Limit: 2500 words approximately excluding reference listing.

    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 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 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.