WINE 7003EX - Australian Wine in the Asian Century

External - Trimester 3 - 2019

As the world economic centre of gravity shifts towards Asia, the accompanying rapid urbanisation and the growth of the Asian countries middle classes is driving demand growth for premium and luxury products and services. Wine consumption and sales in Asian markets have been stimulated by this trend and the Australian wine industry has benefitted as Asian markets have increased their destination share of Australian wine exports - particularly for higher value segments - with prospects for further growth. However there are formidable challenges for Australian wine businesses in securing a greater share of this increasing demand against global wine competitors and even local producers in some markets. As well there are substantial differences between the wine demand growth potential and of the market structure and business culture of individual Asian markets. Whilst wine export prospects will be dominated by wine consumption in China, other emerging wine markets such as Thailand, Vietnam, Indonesia and India will join more established wine markets such as Singapore, Japan and South Korea as Asian target markets offering export growth potential. This course focuses on the potential of these markets and provides an understanding of market opportunities as well as barriers to success. This includes analysis of economic drivers and wine market structures and wine consumption behaviours. Market entry strategy options and understanding of differing distribution and retail systems are explored. The course also provides insights to cross cultural issues and business to business relationship strategies in an Asian context. There is an emphasis throughout on the objective of Asian wine business relationships and outcomes that will contribute to the sustainable profitability of the Australian wine industry and individual wine businesses, distinguishing this from opportunistic trading for short term wine export sales results.

  • General Course Information
    Course Details
    Course Code WINE 7003EX
    Course Australian Wine in the Asian Century
    Coordinating Unit Business School
    Term Trimester 3
    Level Postgraduate Coursework
    Location/s External
    Units 3
    Available for Study Abroad and Exchange N
    Course Description As the world economic centre of gravity shifts towards Asia, the accompanying rapid urbanisation and the growth of the Asian countries middle classes is driving demand growth for premium and luxury products and services. Wine consumption and sales in Asian markets have been stimulated by this trend and the Australian wine industry has benefitted as Asian markets have increased their destination share of Australian wine exports - particularly for higher value segments - with prospects for further growth. However there are formidable challenges for Australian wine businesses in securing a greater share of this increasing demand against global wine competitors and even local producers in some markets. As well there are substantial differences between the wine demand growth potential and of the market structure and business culture of individual Asian markets. Whilst wine export prospects will be dominated by wine consumption in China, other emerging wine markets such as Thailand, Vietnam, Indonesia and India will join more established wine markets such as Singapore, Japan and South Korea as Asian target markets offering export growth potential. This course focuses on the potential of these markets and provides an understanding of market opportunities as well as barriers to success. This includes analysis of economic drivers and wine market structures and wine consumption behaviours. Market entry strategy options and understanding of differing distribution and retail systems are explored. The course also provides insights to cross cultural issues and business to business relationship strategies in an Asian context. There is an emphasis throughout on the objective of Asian wine business relationships and outcomes that will contribute to the sustainable profitability of the Australian wine industry and individual wine businesses, distinguishing this from opportunistic trading for short term wine export sales results.
    Course Staff

    Course Coordinator: Dr Nathan Gray

    Everything same as WINE 7003
    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. Evaluate Asian wine markets to determine their differential wine demand growth potential and high  value import sales opportunities.

    2. Understand the influence of cross cultural issues and how these influence the success of business to business relationship strategies for Australian wine businesses and partners in Asian wine markets.

    3. Identify and analyse the economic, market structure, consumer, competitor and Government policy factors that will shape the future of the China wine market.

     4. Determine the Asian wine markets that best match the sustainable profitability objective for the Australian wine industry, and that match the differing capabilities of individual Australian wine businesses.

     5. Plan and specify market entry and business development strategies that uniquely address the specific trade, consumer and structural parameters of each Asian wine 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, 4
    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, 3, 4, 5
    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
    1
    Career and leadership readiness
    • technology savvy
    • professional and, where relevant, fully accredited
    • forward thinking and well informed
    • tested and validated by work based experiences
    4
    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
    2
    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
  • Learning & Teaching Activities
    Learning & Teaching Modes

    No information currently available.

    Workload

    No information currently available.

    Learning Activities Summary

    No information currently available.

  • 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

    No information currently available.

    Assessment Detail

    No information currently available.

    Submission

    No information currently available.

    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.

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