WINE 7006 - Wine Retailing

North Terrace Campus - Trimester 2 - 2021

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 Retailing
    Coordinating Unit TBS
    Term Trimester 2
    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
    Email: martin.hirche@adelaide.edu.au
    Course Timetable

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

  • 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
    • Field trips


    Workload

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

    Course 1 (29 May – 9am-12am): Case study (1h)
    Course 2 (29 May – 1:30pm-4:30pm): Case study (1h)
    Course 3 (30 May – 9am-12am): Group presentation (10/15 minutes per group)
    Course 4 (30 May – 1:30pm-4:30pm): /
    Course 5 (31 May – 9am-12am): Group presentation (10/15 minutes per group)
    Course 6 (31 May – 1:30pm-4:30pm): Case study (1h)
    Course 7 (2 June – 9am-12am): /
    Course 8 (2 June – 1:30pm-4:30pm): Group presentation (10/15 minutes per group)
    Course 9 (5 June – 9am-12am): /
    Course 10 (5 June – 1:30pm-4:30pm): Case study (1h)
    Course 11 (6 June – 9am-12am): Field trip
    Course 12 (6 June – 1:30pm-4:30pm): Exam (2h)
    Learning Activities Summary
    i.Tourism overview
    a. Major trends and key figures
    b. Definitions
    c. Tourism and wine tourism organizations
    d. Focus on wine tourism and sustainable development

    ii. Tourism marketing strategy
    a. Destination branding
    b. Tourism market segmentation

    iii. Tourist behaviour
    a. Market trends
    b. Motivations to travel
    c. The purchase behaviour process
    d. Consumption experience

    iv. Wine distribution
    a. World wine distribution strategies – Focus on the French wine distribution channels
    b. “Off trade” versus “On trade”
    c. Direct sale by producers

    v. Principles of multichannel retailing
    a. Trends and issues
    b. Retailing strategies
    c. E-commerce – omnichannel and multichannel strategies
    d. Retail metrics to measure retail performance


    Specific Course Requirements
    Basic knowledge in marketing and strategy.

  • 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 Task Task Type Weighting Word count/time Due Learning Outcome
    Group work presentation (1) Collaborative & Individual 10% Collaborative, 10% Individual 10 to 15 minutes per group Week 1 and Week 2 1,2,4
    Group work presentation (2) Collaborative & Individual 10% Collaborative, 10% Individual 10 to 15 minutes per group Week 1 and Week 2 1,2,4
    Group work presentation (3) Collaborative & Individual 10% Collaborative, 10% Individual 10 to 15 minutes per group Week 1 and Week 2 1,2,4
    Report Individual 40% Maximum 10 Pages 11 June 2017 3,5,6
    Total 100%
    Assessment Detail
    Group work presentations:
    • PPT presentation
    • Groups of 4-5 persons max.
    • Speech length (10 to 15 minutes per group)
    • Upload your PPT online after the session

    Individual report:
    • Maximum 10 Pages
    • Upload to MyUni as well as email to charlotte.massa@em-strasbourg.eu
    • Due date: 11 June 2017

     

    Submission
    Group work presentation
    You must provide a PowerPoint Presentation. Each slide aims at answering one question.
    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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    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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