WINE 7066 - Advanced Wine Marketing

North Terrace Campus - Trimester 3 - 2014

This course harnesses the most relevant theories and techniques from the marketing discipline to give students a powerful set of skills and knowledge for the practice of wine marketing. The use of consumer and market bhaviour theory, consumer insights research, branding and services techniques and business-to-business theory make this course an extremely valuable contribution to a study in wine business. Students will undertake weekly practical exercises involving measurement of brand perfomance, consumer data collection, strategic brand positioning, brand equity assessment, services design, marketing communication and relationship marketing. The major project involves the development of a new wine brand concept through rigorous costomer analysis and secondary data collection, incorporating all elements of the marketing mix.

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