WINE 7066EX - Advanced Wine Marketing

External - Trimester 1 - 2020

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 behaviour 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 performance, 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 customer analysis and secondary data collection, incorporating all elements of the marketing mix.

  • General Course Information
    Course Details
    Course Code WINE 7066EX
    Course Advanced Wine Marketing
    Coordinating Unit Business School
    Term Trimester 1
    Level Postgraduate Coursework
    Location/s External
    Units 3
    Available for Study Abroad and Exchange N
    Course Description 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 behaviour 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 performance, 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 customer analysis and secondary data collection, incorporating all elements of the marketing mix.
    Course Staff

    No information currently available.

    Course Timetable

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

  • Learning Outcomes
    Course Learning Outcomes
    The course requires students to engage in studentdriven research in a small team context working under the guidance of Prof Orth. To properly craft and refine their brand concept they must devise an appropriate research strategy to locate information from selfdetermined sources and, working together, rigorously evaluate the information using criteria based on experience, expertise and literature. They must identify specific knowledge gaps and determine and appropriate methodology for synthesising, organising and applying the knowledge to fill those gaps.

    The art and science of successful brand management requires adopting a highly structured approach that applies the insights obtained through the lectures to creatively solve a practical problem. In addition, students are required to persuasively communicate their brand concept to a range of audiences using discipline specific and appropriate language.

    Hence, this course aims to develop and enhance the skills needed to effectively create and manage a brand, work in a small team context, show leadership and cooperation to achieve the required outcome. This involves data collection, interviewing, and ultimately, report writing including strategic recommendations. Finally, the continuing development of good research, teamwork, interpersonal and communication skills is widely recognised as important for all graduates.

    On successful completion of this course, students will be able to:
    1

    A comprehensive understanding of how to create a brand. Specifically:
    (1) to understand how to synchronize a brand with a product,
    (2) to recognize the range and options for brand communications,
    (3) to understand how to match a brand to target groups,
    (4) to recognize the potential of brand communication means, and
    (5) to understand strategic options for building brandconsumer relationships.

    2 The ability to work effectively as a team member, showing leadership and cooperation as required to enhance group outcomes
    3 The ability to design a simple experiment and conduct it to effectively collect relevant primary information
    4 A comprehensive understanding of and the ability to apply basic secondary data collection and evaluation
    5 The ability to communicate, clarify, and present to professional audiences
    6 The ability to produce a logical and coherent group Research Report that provides value to stakeholders
    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)
    1-6
    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
    1-6
    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
    6
    Career and leadership readiness
    • technology savvy
    • professional and, where relevant, fully accredited
    • forward thinking and well informed
    • tested and validated by work based experiences
    1-6
    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
    1-6
    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
    1-6
  • 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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