WINE 7005 - Direct Wine Marketing (M)

North Terrace Campus - Trimester 1 - 2018

This course provides students with basic understanding of the specific attributes of direct selling objectives and strategies, this includes direct mail, viral approaches and smart phone applications. However, the emphasis is placed on providing knowledge and developing skills specific to the production and implementation of strong and effective web based strategies to build consumer attachment and brand loyalty. This will include brand website development, club and community development, live streaming of wine events and online wine sales via 'virtual cellar doors'. All lectures and course content can be accessed online.

  • General Course Information
    Course Details
    Course Code WINE 7005
    Course Direct Wine Marketing (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 Y
    Course Description This course provides students with basic understanding of the specific attributes of direct selling objectives and strategies, this includes direct mail, viral approaches and smart phone applications. However, the emphasis is placed on providing knowledge and developing skills specific to the production and implementation of strong and effective web based strategies to build consumer attachment and brand loyalty. This will include brand website development, club and community development, live streaming of wine events and online wine sales via 'virtual cellar doors'.
    All lectures and course content can be accessed online.
    Course Staff

    Course Coordinator: Dr Rebecca Dolan

    Dr. Rebecca Dolan. has experience teaching both undergraduate and postgraduate marketing, with specific a focus and interest in marketing management, marketing communications and digital marketing. Rebecca's research focusses on contemporary issues in marketing such as digital disruption, social media, and customer engagement. She has a particular interest in deriving insights from Big Data, particularly investigating patterns of online consumer behaviour through digital and social analytics. Rebecca’s research has been published in the Journal of Strategic Marketing and The International Journal of Wine Business Research, The Journal of Tourism and Hospitality Management, and The British Journal of Educational Technology, ­among others. Rebecca has over 10 years experience working in the wine industry, consulting on a range of projects including website and digital presence development, direct marketing, and brand strategy.
    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. Elucidate the unique attributes and challenges of direct wine selling;
    2. Gain an insight into the current wine marketing environment, specifically understanding the digital landscape 
    3. Develop knowledge regarding customer value, relationships and experiences online 
    4. Evaluate online wine consumer experiences 
    5. Identify and assess the role of technology in direct wine selling 
    6. Develop an online direct wine sales promotional strategy;
    7. Communicate, clarify, and present to peer audiences in a professional setting.
    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)
    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
    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
    Career and leadership readiness
    • technology savvy
    • professional and, where relevant, fully accredited
    • forward thinking and well informed
    • tested and validated by work based experiences
    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
    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
  • Learning Resources
    Required Resources
    Students 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.
    Suggested reference Text: Kotler, P., and Keller, K. L. (2012), ‘A framework for marketing management’, 5th Edn, Prentice Hall, New Jersey (specifically Chapters 5 and 7)

    1. Cotlier, M. (2001), “The Sobering realities of selling wine online”, Catalog Age, 18, 3, 14.
    2. Gallant, L. M., Boone, G. M. and Heap, A. (2007). “Five heuristics for designing and evaluating Web-based communities”, First Monday, 12(3).
    3. Gordon, R. (2011), ‘An Audit of alcohol brand websites’, Drug and Alcohol Review, Nov, 30, 638-644.
    4. Gruner, R. L., Homburg, C. and Lukas, B.A. (2014), “Firm-hosted online brand communities and new product success”, Journal of the Academy of Marketing Scienc, 42, 29-48.
    5. Habel, C., Veale, R. and Lu, V.N. (2010), “I heard it through the Grapevine! Exploring drivers of participation in virtual communities”, 5th International Academy of Wine Business Research Conference, (Feb, Auckland, NZ).
    6. Martin, I.M. and Eroglu, S. (1993) “Measuring a Multi-Dimensional Construct: Country Image”, 28, p: 191 – 210
    7. Orth, U. and Crouch (2014) “Is Beauty in the Aisles of the Retailer? Package Processing in Visually Complex Contexts”, Journal of Retailing
    8. Orth, U. and Green, M.T. (2009) “Consumer Loyalty to family versus non-family business: The role of store image, trust and satisfaction”, Journal of Retailing and Consumer Services, 16, p: 248 – 259
    9. Orth, U., Stockl, A., Veale, R. et al. (2012) “Using attribution theory to explain tourists’ attachments to place-based brands”, Journal of Business Research, 65, p: 1321 – 1327
    10. Peterson, R. A. and Wotruba, T. R., (1996), “What Is Direct Sell? Definition, Perspectives, and Research Agenda”, Journal of Personal Selling & Sales Management, XVI, 4(Fall), 1-16.
    11. Rezvani, S., Shenyar, G., Dehkordi, G. J. et al. (2012) “Country of Origin: A Study over Perspective of Intrinsic and Extrinsic Cues on Consumers’ Purchase Decision”, Business Management Dynamics, 1, 11, p: 68 - 75
    12. Rosenbloom, B. (2007), “The wholesaler’s role in the marketing channel: Disintermediation vs. reintermediation”, International Review of Retail, Distribution and Consumer Research, 17, 4, 327-339
    13. Stanford, P.M. and Zdravkovic, W.S. (2011) “What? I thought Samsung was Japanese”: accurate or not, perceived country of origin matters”, International Marketing Review, 28, p: 454 – 472
    14. Thach, L. (2009), “Wine 2.0-the Next Phase of Wine Marketing? Exploring US Winery Adoption of Wine 2.0 Components”, Journal of Wine Research, 20,2,143-157.
    15. Veale, R. (2012) “Is it… country of origin? Closure type? Label style? Just what does it take to convey quality to wine buyers?”, Winegrower and Winemakers
    16. Veale, R. (2012) “Live-streaming events can turn your brand website into a virtual cellar door”, 586, Grapegrower and Winemakers, p:105 – 107
    17. Veale, R. and Quester, P. (2009) “Do consumer expectations match experience? Predicting the influence of price and country of origin on perceptions of product quality”, International Business Review, 18, 134-144.
    18. Zeithaml, V. (1988) “Consumer Perceptions of Price, Quality and Value: A means-End Model and Synthesis of Evidence”, Journal of Marketing, 52, (July), 2-22

    These are some wine based journals and a few notable marketing and business journals – You should not confine your investigation to only wine based publications; wine is a context only, and much of the best and most useful academic publications are found in highly regarded marketing and business journals.

    Academic journals and conferences

    Journal of International Business (JIBS)
    Journal of Consumer Behaviour
    European Journal of Marketing
    Journal of Wine Business Research
    Journal of Wine Marketing
    International Journal of Wine Business Research
    American Association of Wine Economics
    Academy of Wine Business research

    Below are also some electronic references that you may find useful

  • Learning & Teaching Activities
    Learning & Teaching Modes
    The course will incorporate readings, lecture seminars, tutorial exercises and real life case studies and all students are encouraged to actively participate in all activities and assessments. There will also be ample opportunity for self-directed learning.

    No information currently available.

    Learning Activities Summary
    Sunday 4th of March
    • Course Introduction 
    • Marketing Communications and branding in a digital landscape 
    • Introduction to Direct Marketing 
    • Group formation and assessment overview 
    Monday 5th of March
    • Creating customer value, relationships and experiences online (Part I) 
    Tuesday 6th of March
    • Creating customer value, relationships and experiences online (Part II)
    Sunday 25th of March
    • Online consumer experiences 
    • Group presentations
    Monday 26th of March 
    • Direct Wine Marketing and Technology 
    Sunday 15th of April 
    • Wine brand experiences
    • e-commerce 
    • Group presentations 
    • Marketing plan work 
    Monday 16th of April
    • Looking back: bringing it all together 
    • Looking forward: what's next for direct wine marketing?
    • In-class exam 
  • 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
    Participation  Individual  10% TBC
    Website Critique Individual  30% TBC
    In-class Exam Individual  30% TBC
    Group Strategic Direct Marketing Plan  Part A: Group Presentations
    Part B: Written report 

    Each assessment must be attempted, and an overall grade of at least 50% must be achieved to pass the course overall. Additionally, a poor peer review rating by fellow team members (lower than 5 out of 10 for all team related performance elements assessed) will result in a 5% reduction in a student’s overall grade.

    ASSESSMENT DETAIL: Please check MyUni and in-class handouts for specific assessment instructions. 

    Assessment Detail

    No information currently available.


    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 ( 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
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