WINE 7006 - Wine Retail, Cellar Door and Food Tourism (M)

North Terrace Campus - Trimester 1 - 2019

This course has two major objectives. Firstly, it explores the structure of the wine tourism industry as it relates to both wine and tourism. Secondly, this course addresses the principles of multichannel retailing as well as the issues of wine distribution. Given the worldwide renown of wine regions, the course will outline the attractiveness of different countries heritage to the wine tourism industry. Specific focus areas include wine tourism visitor behaviour, the role of the winery cellar door in wine marketing/distribution, the functions of wine roads, wine region brand building and wine festival event fundamentals and management. The course introduces themes relevant to the main trends of tourism industry. After a tourism overview, it exposes the policy and the organization of wine tourism in different countries. This course also focuses on the coordination of different stakeholders to promote destination, vineyards and leisure activities, through the development of a destination branding strategy. Then, this course addresses tourist behaviours in order to understand what are their motivations, their purchase behaviour process as well as the major market trends in wine tourism industry. Finally, it covers multichannel retail concern through a presentation of distribution channels and strategies and retail metrics to measure retail performance.

  • General Course Information
    Course Details
    Course Code WINE 7006
    Course Wine Retail, Cellar Door and Food Tourism (M)
    Coordinating Unit Business School
    Term Trimester 1
    Level Postgraduate Coursework
    Location/s North Terrace Campus
    Units 3
    Contact Up to 36 hours
    Available for Study Abroad and Exchange N
    Course Description This course has two major objectives. Firstly, it explores the structure of the wine tourism industry as it relates to both wine and tourism. Secondly, this course addresses the principles of multichannel retailing as well as the issues of wine distribution. Given the worldwide renown of wine regions, the course will outline the attractiveness of different countries heritage to the wine tourism industry. Specific focus areas include wine tourism visitor behaviour, the role of the winery cellar door in wine marketing/distribution, the functions of wine roads, wine region brand building and wine festival event fundamentals and management.

    The course introduces themes relevant to the main trends of tourism industry. After a tourism overview, it exposes the policy and the organization of wine tourism in different countries. This course also focuses on the coordination of different stakeholders to promote destination, vineyards and leisure activities, through the development of a destination branding strategy. Then, this course addresses tourist behaviours in order to understand what are their motivations, their purchase behaviour process as well as the major market trends in wine tourism industry. Finally, it covers multichannel retail concern through a presentation of distribution channels and strategies and retail metrics to measure retail performance.
    Course Staff

    Course Coordinator: Ms Marni Cook

    Location:Level 10, Nexus
    Telephone: 0431 271 646
    Email: marni.cook@adelaide.edu.au
    Course Timetable

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

    Day 1
    AM: Introduction, pre-work and course overview

    Day 2
    AM: Australian wine context, overview of the structure industry and role of wine industry stakeholders
    PM: Changing drivers of consumers, wine consumption and tourism and marketing strategy

    Day 3
    Industry workshop. Guest presenters from industry share their insights. Examine local, state and federal wine tourism objectives and activities

    Day 4
    Field trip to Cube

    Day 5
    AM: Wine retail, performance metrics and distribution
    PM: Guest speaker from industry with a focus on wine distribution

    Day 6
    Group presentations – creating customer experiences to enhance brands of wine businesses and regions

    Day 7 
    AM: Group workshop
  • Learning Outcomes
    Course Learning Outcomes

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

    1 Outline tourism organizations, policies and planning
    2 Define factors explaining the development of wine tourism in different countries as well as the prestigious appeal of a wine tourism destination and vineyard
    3 Sketch marketing strategy to improve destination attractiveness
    4

    Identify behaviours and motivations of wine tourists according to their origin, culture and experience

    5 Explain wine distribution issues and world wine distribution strategies
    6 Analyse a multichannel retailing strategy in a cellar door context


    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)
    1,3,4,6
    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
    1,2,3,5,6
    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
    2,3,4,6
    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
    2,3,4,5
    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
    2,6
  • Learning Resources
    Required Resources
    Readings as provided on Canvas
    Recommended Resources
    Berman B. and Evans J.R. (2012), Retail Management: A strategic approach, Pearson.
    Carlsen J. and Charters S. (2006), Global wine tourism: research, management and marketing, Cabi Publishing.
    Hall C.M., Sharples L., Cambourne B. and Macionis N. (2009), Wine tourism around the world, Routledge.
    Morrison A. (2013), Marketing and managing tourism destinations, Routledge.
    Thach L. and Charters S. (2016), Best Practices in Wine Tourism: Case Studies from Around the World.
  • Learning & Teaching Activities
    Learning & Teaching Modes
    • Lectures
    • Group presentations
    • Case studies
    • Industry guest speakers
    • Field trips
    Workload

    The information below is provided as a guide to assist students in engaging appropriately with the course requirements.

    Day 1
    AM: Introduction, pre-work and course overview

    Day 2
    AM: Australian wine context, overview of the structure industry and role of wine industry stakeholders
    PM: Changing drivers of consumers, wine consumption and tourism and marketing strategy

    Day 3
    Industry workshop. Guest presenters from industry share their insights. Examine local, state and federal wine tourism objectives and activities

    Day 4
    Field trip to Cube

    Day 5
    AM: Wine retail, performance metrics and distribution
    PM: Guest speaker from industry with a focus on wine distribution

    Day 6
    Group presentations – creating customer experiences to enhance brands of wine businesses and regions

    Day 7
    AM: Group workshop
    Learning Activities Summary
    I. Introduction pre-work and overview
    a. Course overview
    b. Learning and assessment activities
    c. Pre-work and pre-reading
    d. Field trip
    e. Guest speakers
    II. Australian wine context
    a. Overview of industry structure
    b. Major trends, key metrics and resources
    c. Consumer behaviour in wine and wine tourism
    d. Tourism and wine tourism organizations
    e. Wine tourism and sustainable development
    III. Industry workshop
    a. Regional, State and federal objectives
    b. Destination branding
    c. Creating customer experiences
    d. Selling and exporting wine tourism
    IV. Field trip
    a. Wine tourism experience
    b. Relationships between culture, story, place, food and wine
    V. Wine retail, performance metrics and distribution
    a. Global retail trends and challenges
    b. Multichannel retailing principles
    c. Retail performance metrics and driving profit
    d. World wine distribution strategies
    e. Direct sale by producers
    f. Emerging distribution models
    VI. Group presentations
  • 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
    Group work presentations 30%
    • PPT presentation
    • Groups of 5 persons maximum
    • Speech length: 10 to 15 minutes per group, per presentation
    • Upload your PPT online after the session
    • Deadline April 12 in class

    Individual report 1 20%
    • Individual report on wine tourism
    • Maximum 5 pages
    • Deadline: May 1

    Individual report 2 50%
    • Individual report on wine retail and distribution
    • Maximum 10 pages
    • Deadline: May 24
    Assessment Detail
    Group work presentations 30%
    • PPT presentation
    • Groups of 5 persons maximum
    • Speech length: 10 to 15 minutes per group, per presentation
    • Upload your PPT online after the session
    • Deadline April 12 in class

    Individual report 1 20%
    • Individual report on wine tourism
    • Maximum 5 pages
    • Deadline: May 1

    Individual report 2 50%
    • Individual report on wine retail and distribution
    • Maximum 10 pages
    • Deadline: May 24
    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.

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