WINE 7004 - Contemporary Issues in Wine Business (M)
North Terrace Campus - Trimester 2 - 2018
General Course Information
Course Code WINE 7004 Course Contemporary Issues in Wine Business (M) Coordinating Unit Business School Term Trimester 2 Level Postgraduate Coursework Location/s North Terrace Campus Units 3 Contact Up to 36 hours Available for Study Abroad and Exchange Y Course Description This course explores current issues of interest to the wine industry due to their potential to change industry landscape, international competitiveness or reflect changing consumer preferences and/or buying habits. Topics include the roles of wine and alcohol in society and their implications for health and government policy, changes in consumer to consumer forms of communication and social media and the growing importance of the roles of corporate social responsibility and ethics (as examples).
Course StaffLecturer: Dr. Sylvie HERTRICH
Location: EM Strasbourg Business School, University of Strasbourg, France
Telephone: +0033 3 68 85 83 92
Sylvie Hertrich is currently Associate Professor of Marketing at EM Strasbourg Business School, Strasbourg University, France. She earned a Master’s degree of International Management and a PhD in Management from the University of Paris Panthéon-Assas.
Prior to her appointment at EM Strasbourg Business School in 1996, she served during seven years as a CEO with M.K.I GmbH, an agency for luxury marketing management in Frankfurt, Germany.
Sylvie Hertrich created and developed the Master 2 in Marketing and Event Management at EM Strasbourg Business School and Novancia, Chamber of Commerce, Paris. She has been a visiting professor in more than 25 countries. Member of HuManiS Research Center (University of Strasbourg), her research activities mainly focus on Marketing and International Business.
The full timetable of all activities for this course can be accessed from Course Planner.
This course is delivered in semi-intensive mode over 6 days seminars. It entails daily 3-hours face-to-face lectures from 9am to 12pm and 3,5-hours working sessions from 1pm-4:30pm.
Due to Sylvie's area of speciality, this Tri 2, 2018 offering of this course will have a Luxury focus;
The course is dedicated to give participants awareness and understanding of strategic perspectives and unique challenges faced by organizations within the wine industry in regards to luxury and premium brand positioning.
Luxury and premium brands have experienced remarkable growth and success in the last thirty years. The strong aspiration power and dream factors of luxury brands constitute nowadays an example of what many mass market brands would like to develop to differentiate and create strong customer loyalty.
At the same time, globalization and development of new emerging countries have also been very beneficial to luxury brands. All markets have demonstrated strong interest for luxury goods and services. In many countries local managers would like to understand the foundations of luxury brand management in order to possibly develop local premium or high end/luxury brands.
For all these reasons, this class will concentrate on the foundations of premium/luxury brand management and the art of luxury branding. It will analyse and explain how companies can create and grow luxury brands and then leverage on brand equity to create value and significant return on investment for their shareholders through proper brand management.
Course Learning OutcomesOn successful completion of this course, students will be able to:
1. DESCRIBE what Luxury Marketing (LM) is and how LM is transforming the world of wine business
2. EVALUATE the role played by LM especially in brand management
3. RECOGNIZE the characteristics of different segments of the LM
4. EXPLAIN the paradoxes of LM
5. DETERMINE the importance of LM in the strategic positioning of an company
6. DISCUSS what LM can bring to the wine business
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
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
Required ResourcesThere is no prescribed text for his course, but a reading list relevant to the projects and discussions will be provided. It is expected Students are required to read prescribe readings before attending the classes.
Recommended ResourcesStudents have access to library and electronic databases and use of these and other sources of legitimate information, such as industry journals and other publications are recommended when appropriate.
Online LearningAll topic lectures and most discussions will be recorded for the benefit of those that can’t attend the sessions. A comprehensive reading list will also be available in addition to lecture slides (although this is not a ‘slide intensive’ course) etc. All resources will be available via the course MyUni site. All assessments are to be provided electronically and will be marked and returned electronically via the Turnitin portal on the MyUni site.
Learning & Teaching Activities
Learning & Teaching Modes
This course is delivered in semi-intensive mode over 6 days. It entails daily 3-hours face-to-face lectures and 3,5-hours working sessions. During working sessions students will engage in tutorial discussions and applied problem solving via case studies analysis.
The information below is provided as a guide to assist students in engaging appropriately with the course requirements.
The information below is provided as a guide to assist students in engaging appropriately with the course requirements. The University expects full-time students to commit approximately 9 hours for a three- unit course of private study outside of your regular classes. Students in this course are expected to attend sessions in this intensive delivery mode course if at all possible. Students studying remotely must review session recordings and stay in touch with the lecturer and their group members as required to maintain contact and group cohesion
Learning Activities Summary
Schedule Session 1 1. From brand management to luxury brand management
1.1. Defining a brand
1.2. Brand positioning
1.3. Brand architecture
1.4. What differentiates luxury brands from FMCG brands?
Case study: Club Med from volume strategy to value strategy
Working Session Session 2 2. Understanding luxury
2.1. Introduction to luxury concept
2.2. Luxury market definitions, key actors
2.3. State of the luxury industry in 2018
Case study: The Global Luxury Industry – Market Analysis – 2017-2023 Trends Readings prior lecture
Readings prior lecture
Session 3 3. The paradoxes of luxury
3.1. Brand DNA and codes
3.2. Managing the paradoxes of luxury
3.3. About uniqueness rather than positioning
Case study: Leading Players of the Global Luxury Industry
Readings prior lecture
Session 4 4. The art of creating luxury brand equity
4.1. Brand concept, dream and desirability, uniqueness
4.2. Storytelling and exclusive communication
4.3. The distribution challenges
4.4. Brand collaborations opportunities
Case study: LVMH Wines and Spirits
Readings prior lecture
Session 5 5. Benchmarking of leading players of luxury Wine Industry Group presentations Session 6 6. The marketing plan of a wine business Individual project presentation
The University's policy on Assessment for Coursework Programs is based on the following four principles:
- Assessment must encourage and reinforce learning.
- Assessment must enable robust and fair judgements about student performance.
- Assessment practices must be fair and equitable to students and give them the opportunity to demonstrate what they have learned.
- Assessment must maintain academic standards.
Assessment SummaryAssessment tasks are designed to develop participants’ skills in oral and written communication, problem solving, analysis and critical evaluation. Further, participants will also have the opportunity to work on a group project which should enhance their ability to work effectively as a member of a team, to display leadership and decision making skills, take responsibility and display ethical behaviors. Both individual and team work is a class norm. A description and explanation of each assessment is provided below:
Assessment Task Due Weighting Working Session
Session 2, 3, 4
10% Group Report Session 5 20% Group Presentation Session 5 30% Individual project - presentation Session 6 20% Individual project - report Session 6 20%
Assessment Related Requirements
Each assessment must be attempted, and an overall grade of at least 50% must be achieved to pass the course overall.
A#1 – Working sessions: attendance, readings and participation
Working sessions are dedicated time given to students to work on a specific group project. As class discussion is an integral part of students’ learning, each participant will be asked to share ideas, experiences and to develop problem solving and critical analysis skills. Working sessions are designed to be interactive and thus required students’ active intellectual engagement. It is important that individual readings are completed before attending class to ensure healthy discussion and exchange. You will be randomly asked to share your ideas- Be Prepared! Resources are made available and the instructor provides assistance, as needed.
A#2-3 Group presentations
Groups are asked to prepare a 20-minutes presentation. Each student must contribute to both the presentation and delivery however it will be up to each group to decide the allocation of tasks. Students will be restricted to the use of PowerPoint overheads transparencies for doing this presentation. This restriction is to ensure all students have an equal basis for marking.
Participants will be asked to form groups (maximum of 4 students per group) and to stay in the same group during the whole class. Group will need to nominate during the first session. Team should swap contact information including phone numbers and email addresses to ensure they can stay in contact. If a team member decides to withdraw from the course they should notify at least one other team member as a matter of courtesy.
A#2 - Your mission: As a consultant in Luxury Marketing, you are missioned to benchmark the leading players of the luxury wine markets. More information will be provided in session 2 and 3.
A#3 - Your mission: As a consultant in Luxury Marketing, you are missioned by an Australian wine brand to elaborate a marketing plan in order to switch from a volume strategy to a value strategie. More information will be provided in session 1.
Marking Criteria for the group oral presentation
• The main ideas are presented in an orderly and clear manner
• The presentation fill the time allotted
• The overheads/handouts are appropriate and helpful to the audience
• The talk maintain the interest of the audience
• The presenters are responsive to audience questions
• The main issues in this area are clearly identified
• The argument is consistent and supported by sufficient evidence
• The presenters show sufficient critical thinking
• The presenters make recommendations for further work
• The main conclusions of the presentation follow from the material presented
#A4- Individual project – presentation
Students are assigned an individual project that they will build as they progress through the course and turn in toward the end. This project is divided in seven different steps with two major missions organized around wine business identification/presentation and analysis of digital practices of wineries in SA. Students will be given additional and practical instructions along the way.
Steps Mission Session
Step 1 Identify a wine business in the SA region - Web Search Session 3
Step 2 Introduction Session 6
Step 3 Marketing Analysis (SWOT: internal and external analysis) Session 6
Step 4 Marketing strategy (Objectives, segmentation, targeting, positioning) Session 6
Step 5 Mix Marketing (Product policy, price policy, distribution policy, communication policy) Session 6
Step 6 Conclusion Session 6
#A5- Individual project
Steps; Step 7
Mission; PDF POWERPOINT REPORT 20 to 30 pages which will be used for #A4- Individual project – presentation
Session; Session 5
• Evidence of understanding of critical issues in the topic area
• Definition of key terms and concepts
• Argument develops logically (see marketing plan structure given in course)
• Recommendations coherent with description and evaluation of the situation
Structure and form:
• Clear writing style consistent with academic style
• Correct structure of introduction, body & conclusion
• Clear declination of the topic, presents a consistent analysis, and conclude with a cogent summary
• Consistent and appropriate use of citations – in-text and reference list
All assignments are to be submitted by the due date using the Turnitin facility on the course MyUni website. Assignments will be marked electronically and returned that way too. Please remember to keep a copy of all your work. Each assignment must also have an assignment cover sheet as its first page and title page after that.
Late Assignment Submission
Students are expected to submit their work by the due date to maintain a fair and equitable system. Extensions will generally only be given for medical or other serious reasons. All requests for extensions must be emailed to the lecturer in charge of the course before the due date. Each request will be assessed on its merits. A late assignment (without prior arrangement) will be penalised by a 5% mark reduction for each day that it is late.
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.
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.
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