WINE 3502 - Evaluating Domestic And International Wine Markets

North Terrace Campus - Trimester 2 - 2014

This course provides students with insights into the structure, mechanisms, regulatory agencies, and complexities of the domestic and the international wine markets. It provides basic understanding of the important micro and macro economic and consumer based drivers in the Australian domestic market and carries these forward and explores a typology of open, government-regulated and emerging wine markets as the frame work for assessment of international markets. In addition, it examines key drivers in the world wine marketing and their impact on wine marketing dynamics and characteristics. Throughout there is an emphasis on wine consumer behavioural aspects and successful marketing strategies employed in all major wine consuming markets.

  • General Course Information
    Course Details
    Course Code WINE 3502
    Course Evaluating Domestic And International Wine Markets
    Coordinating Unit Business School
    Term Trimester 2
    Level Undergraduate
    Location/s North Terrace Campus
    Units 3
    Restrictions Only available to B.Wine Marketing students
    Course Description This course provides students with insights into the structure, mechanisms, regulatory agencies, and complexities of the domestic and the international wine markets. It provides basic understanding of the important micro and macro economic and consumer based drivers in the Australian domestic market and carries these forward and explores a typology of open, government-regulated and emerging wine markets as the frame work for assessment of international markets. In addition, it examines key drivers in the world wine marketing and their impact on wine marketing dynamics and characteristics. Throughout there is an emphasis on wine consumer behavioural aspects and successful marketing strategies employed in all major wine consuming markets.
    Course Staff

    Course Coordinator: Mr Paul van der Lee

    Lecturer: Paul van der Lee
    Location: 10 Pulteney Street, Nexus Building (Room 1020)
    Email: paul.vanderlee@adelaide.edu.au  
    Course website: www.myuni.adelaide.edu.au

    Paul van der Lee has 20 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 (formerly Australian Wine and Brandy Corporation).

    In these roles he has:
    • Coordinated distribution and marketing of Australian wine brands in export markets
    • 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 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).
    Course Timetable

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


    Week Weekly Topic
    1 No lecture
    Course introduction and workshop topics posted online
    2 L1 Globalisation and wine markets
    L2 Regulation and trade environment for wine
    3 Public holiday, no lecture presentation
    L 3 Competitiveness of wine producing countries, posted online
    4 L4 Australian market for domestic wine producers
    L5 Australian market opportunity relative to global market potential for domestic wine producers
    Workshop 1, domestic market topics, small group learning
    5 L6 Categorising global wine market potential
    L7 Developed wine markets profiles - Open and Government controlled
    6 L8 Emerging wine markets profiles
    7 L9 Route to market strategies
    L10 Marketing strategies for global wine markets
    8 L11 Wine business competencies qualify market opportunity
    9 No lecture, workshop topics preparation
    Workshop 2, international market topics, small group learning
    10 Review workshop learnings online
    11 L12 Investment decision for new market selection – application of the evaluation criteria
    12 L13 Revision and exam briefing
    13 Exam preparation week




  • Learning Outcomes
    Course Learning Outcomes
    1. Provide the student with an understanding of the domestic and of international wine markets and how to evaluate the sales and profit opportunity of different markets
    2. Provide an appreciation of the global marketing process of wine, its opportunities and constraints
    3. Gain an understanding of differences in the wine-buying and consumption behaviour of consumers between markets
    4. Illustrate how marketers can use economic principles and marketing theory and practice to develop marketing strategies that deliver business success
    5. Provide the student with a sharp focus on the nature, fundamentals and dynamics of certain key wine export markets for (Australian) wine.
    6. Students should develop the ability to integrate knowledge obtained into international (global) wine marketing strategies
    7. Gain a realisation of the competitiveness challenges of the international wine market and how these differ from the domestic market
    8. Detailed knowledge of various aspects of selected key wine export markets. 
    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)
    Knowledge and understanding of the content and techniques of a chosen discipline at advanced levels that are internationally recognised. 1, 2, 3, 4, 5, 6, 7, 8
    The ability to locate, analyse, evaluate and synthesise information from a wide variety of sources in a planned and timely manner. 1, 6, 7, 8
    An ability to apply effective, creative and innovative solutions, both independently and cooperatively, to current and future problems. 1, 4, 7, 8
    A commitment to continuous learning and the capacity to maintain intellectual curiosity throughout life. 2, 4, 6
    A commitment to the highest standards of professional endeavour and the ability to take a leadership role in the community. 1, 2, 4, 6, 7
    An awareness of ethical, social and cultural issues within a global context and their importance in the exercise of professional skills and responsibilities. 1, 2, 3, 8
  • 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  

    Winefacts Database (2013), Wine Australia Corporation (formerly Australian Wine and Brandy Corporation), (accessible through the University’s library website).

    Anderson & Nelgen, 2011, Global Wine Markets, 1961 to 2009: A Statistical Compendium, University of Adelaide Press, Adelaide, Australia.

    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

    Czinkota, MR, Ronkainen, IA, Sutton-Brady, C & Beal, T, International marketing: Second Asia-Pacific edition, Cengage Learning, South Melbourne, Victoria, 2011.

    Spahni, P. (2000). The International Wine Trade. (2nd edition), Woodhead Publishing Limited: Cambridge, UK. 

    Online Learning
    Lectures can be accessed online through Myuni as an alternative to on campus attendance. Participation in two weekend workshops is the tutorial component of the course and is essential, due to the intensive nature of small group learning involved in the workshops and the significant contribution of workshop participation to student assessment.

    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 13 lectures and 2 intensive weekend workshops. Students are also expected to complete the required readings. See section 1.3 for lecture topic details and section 4.3 for reading list and discussion questions.
    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 throughout the semester plus BOTH weekend workshops.
    Learning Activities Summary
    Topic 1 Overview of global wine market structure and dynamics

    Topic 2 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

    Topic 8 Emerging markets

    Topic 9 Route to market strategies

    Topic 10 Marketing strategies for global wine markets

    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 Weighting Learning Objectives

    Workshop participation

    10%

    5, 6, 7, 8

    Workshop group tasks

    10%

    1, 4, 6, 7

    Assignment 1

    20%

    5, 6, 7

    Assignment 2

    20%

    1, 2, 3, 5, 8

    Examination

    40%

    1, 2, 3, 4, 5, 6, 7, 8, 9
    Assessment Related Requirements
    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.
    Assessment Detail
    TUTORIAL (Workshops) PARTICIPATION

    Marks will be awarded for workshop participation and for contribution to workshop group projects. Students are expected to prepare for workshop classes by completing the assigned reading prior to the class and preparing for the discussion topic and or questions provided on Myuni for that workshop.


    ASSIGNMENT 1

    Individual Assignment

    Weight: 20%

    Due Date: 9 am Monday 30th of June

    Word Limit: 1000 words approximately.

    Method of Submission: you are required to email this assignment along with a business school cover sheet to the lecturer no later than the due date and time. 


    ASSIGNMENT 2

    Individual Assignment

    Weight: 20%

    Due Date: 9 am Monday 21st of July

    Word Limit: 2500 words

    Method of Submission: you are required to email this assignment along with a business school cover sheet to the lecturer no later than the due date and time. 

     
    EXAMINATION

    The course will conclude with a 2 hour examination held during the university examination period, TBA. 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 accompanied by a Business School cover sheet and 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.