WINE 7005 - Direct Wine Marketing (M)

North Terrace Campus - Trimester 3 - 2020

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'.

  • General Course Information
    Course Details
    Course Code WINE 7005
    Course Direct Wine Marketing (M)
    Coordinating Unit Business School
    Term Trimester 3
    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'.
    Course Staff

    Course Coordinator: Dr Armando Corsi

    Dr. Armando Maria Corsi is an Associate Professor in Wine Business at the University of Adelaide. His key area of research is the analysis of consumer behaviour, particularly towards wine and other premium foods and beverages. Dr. Corsi has been chief investigator of some major projects funded by Wine Australia examining the effects of non-price promotions in store, tracking the ever-changing Chinese wine market, improving the techniques to describe wines to Asian consumers, and exploring the most effective ways to teach them about wine. More recently, Dr. Corsi completed another two projects about the perceptions of Australian wines and its key competitors by trade, key influencers and suppliers in the US and the UK. Member of the Editorial Board of Food Quality & Preference, the International Journal of Market Research, Wine and Viticulture Journal, and Economia e Diritto Agroalimentare. Armando is author of more than 70 refereed papers, book chapters and trade articles on food and wine marketing.
    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)
    1,2,3,4
    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
    1,2,3,4
    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
    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
    1,3,4,6
    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
    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
    5,6
  • 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)

    Readings:
    1) Altschwager, T., Habel, C., & Goodman, S. P. (2011). The servicescape response: do brand committed consumers respond differently to the cellar door experience. In International Conference of the Academy of Wine Business Research 6th Bordeaux, France.
    2) Cotlier, M. (2001), “The Sobering realities of selling wine online”, Catalog Age, 18(3), 14.
    3) Gallant, L. M., Boone, G. M. and Heap, A. (2007). “Five heuristics for designing and evaluating Web-based communities”, First Monday, 12(3).
    4) Culley, B., Graham, J., Kay, G., Norberry, J., & Wilson, S. (2017). Digital Marketing Plan: Naked Wines Australia. Newcastle Business School Student Journal, 1(1), 68-89.
    5) Gordon, R. (2011), ‘An Audit of alcohol brand websites’, Drug and Alcohol Review, Nov, 30, 638-644.
    6) Gurau, C., & Duquesnois, F. (2008). Direct marketing channels in the French wine industry. International Journal of Wine Business Research, 20(1), 38-52.
    7) 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).
    8) Martin, I.M. and Eroglu, S. (1993) “Measuring a Multi-Dimensional Construct: Country Image”, 28, p: 191 – 210
    9) 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.
    10) 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
    11) Sellitto, C. (2004). Internet adoption by Australian wineries: Perceived benefits and direct marketing practices. International Journal of Wine Marketing.
    12) 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.
    13) Veale, R. (2012) “Live-streaming events can turn your brand website into a virtual cellar door”, 586, Grapegrower and Winemakers, 105–107.

    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

    International Journal of Wine Business Research
    Wine Economics & Policy
    Journal of Wine Research
    Journal of Consumer Behaviour
    European Journal of Marketing
    Journal of Marketing Management
    Academy of Wine Business Research
    American Association of Wine Economics


    Below are also some electronic references that you may find useful


    https://www.winedirect.com/australia
    https://www.youtube.com/channel/UC9TG3l4b1x-0d-uRvYTUzhQ
    https://business.adelaide.edu.au/news/list/2020/08/05/the-business-of-wine
    https://www.wineaustralia.com/research/projects/the-cellar-door-as-catalyst-for-wine-con
    http://www.winebusiness.com/news/
    http://www.wine-business-international.com/129---en-top_navi-home.html
    http://www.winebiz.com.au/dwn/
    http://wbmonline.com.au/news/
    http://www.northbaybusinessjournal.com/category/wine-industry/
    http://www.decanter.com/news/wine-news
    http://www.thedrinksbusiness.com/tag/wine/
    http://www.wine-searcher.com/dept/wine+news
  • 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.
    Workload

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

    It is expected that all students will attend all seminars and tutorials and engage in self-directed study and inquiry. This will include collaborating with group for the group project and class presentations. The University expects full-time students to commit approximately 9 hours for a three-unit course or 13 hours for a four-unit course, of private study outside of your regular classes.
    Learning Activities Summary
    The table below illustrates the class times and activities.

    Date Topics
    Day 1
    (07/09/2020)
    • Course Introduction
    • What we’ll be doing
    • What are your assessments
    • The continuing growth in online wine sales.
    • Wine 1.0, 2.0 and 3.0
    • What is ‘direct selling’ vs the use of intermediaries.
    • The rise of 3rd party operators
    • What are the components of a DTC campaign
    Day 2
    (16/10/2020)
    • Integrated marketing communication in a DTC context
    • Types of communication channels
    • Building a wine brand online
    • Practical case study
    • Assignment work
    Day 3
    (02/11/2020)
    • Online buying behaviour
    • Selling wine online
    • Practical case studies
    Day 4
    (03/11/2020)
    • Cellar door management
    • Practical case studies
    Day 5
    (16/11/2020)
    • How to engage customers?
    • The use of virtual wine tastings
    • Practical case studies
    Day 6
    (17/11/2020)
    • Poster presentations
    • Course revision
  • 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                                                                  COLLABORATIVE /
    INDIVIDUAL                           
    WEIGHTING          DUE DATE             LEARNING OUTCOME           
    Website and online strategic critique Individual 25% 25/10/2020 2,3,5
    Direct Wine Sales and Promotion Strategy Collaborative 30% 08/11/2020 1,4,5,6,7
    Peer Review of Collaborative Assessment Individual 10% 19/11/2020 3,4,5
    Problem Solving Exercise Individual 35% 25/11/2020 1,2,3,4,5,6,7

    REQUIREMENTS
    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
    ASSESSMENT DETAILS

    1. Website and online strategic critique (Individual assessment) 25%

    Each student will choose a wine website (from anywhere in the world – but you must be able to buy wine via that site) and using the application of theory and research critique the overall quality and communication of brand values, attractiveness and likely effectiveness of the site as a mechanism for the sale of wine online via that site. Criteria for the assessment will include, but is not restricted to:

    1. Context;
    2. Content;
    3. Ease of navigation;
    4. Overall attractiveness/brand clarity;
    5. Attributes respective to consumer engagement and opportunities for 2-way interaction/co-creation;
    6. Level of customization;
    7. Ease of transaction (including security) specific to a wine sale.

    The website and online strategic critique must be submitted via the MyUni website before Sunday 25th October, 2020 11:59pm (ACST).

    The critique must be submitted in one of the following formats: .pdf, .doc, .docx

    Students must retain a copy of all assignments submitted.

    Please attach an ‘Assignment Cover Sheet’, which is signed and dated by you before submission via Turnitin.

    The course coordinator can refuse to accept assignments, which do not have a signed acknowledgement of the University’s policy on plagiarism.

    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 course coordinator 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.

    Return of Assessment

    The critique will be marked and returned to students will appropriate feedback before Saturday 7th November, 2020 11:59pm (ACST).


    2. Direct Wine Sales and promotion Strategy (Group Assessment) 30%

    In groups of 3 or 4 each group must develop a strategic direct wine sales plan. This includes using media and other forms of communication to ‘drive’ wine consumers to the wine brand website. This strategy may rely on the existing brand changing some aspects of their existing web-site (e.g. to make buying easier or more engaging). It isn’t enough to ‘tinker’ around the edges of an existing brand strategy. Students must demonstrate their abilities to use the theory and concepts discussed in class and the findings of their own literature research to critically assess existing strategy and develop an integrated strategic plan aimed and achieving wine sales online and encouraging repeat sales.

    The brands students can choose from are the following: Jacob’s Creek, D’Arenberg, Alpha Box & Dice, Unico Zelo, Shaw & Smith, Yalumba, Tahbilk, Brown Brothers, Mollidooker, and First Drop.

    Students will be rewarded for succinct logical argument reflecting engagement with relevant readings, text and other relevant materials, correct referencing, appropriateness of references and overall presentation (clarity, spelling, grammar and punctuation).

    The word limit for the final submitted version of this component is 1,800 words presented on 2 landscape orientated pages. The report MUST be presented in poster format according to the guidelines provided on the My Uni website. Students are expected to use between 10 and 20 references in their report. References do not count towards the word/page limit.

    All posters will be presented by the respective groups in Day 6. Failure to display the poster will result in a mark of 0 (zero) for this component.

    Support to the students for the development of the group poster will be provided throughout the course. If students would like to receive such support, they need to contact the course coordinator to book a suitable time.

    Students are discouraged to attempt the group poster individually and will be allowed only under exceptional circumstances (i.e. commitments that would prevent group-work) which must be discussed AS SOON AS POSSIBLE with the course coordinator. Individual assignments submitted without the approval of the course coordinator will receive a mark of 0 (zero).

    The posters must be submitted via the MyUni website before Sunday 8th November, 2020 11:59pm (ACST).

    Posters must be submitted in one of the following formats: .pdf, .doc, .docx, .ppt, .pptx

    Students must retain a copy of all assignments submitted.

    Please attach an ‘Assignment Cover Sheet’, which is signed and dated by you before submission via Turnitin.
    All group assignments must be attached to a ‘Group Assignment Cover Sheet’, which must be signed and dated by all group members before submission. All team members are expected to contribute approximately equally to a group assignment.
    Lecturers can refuse to accept assignments, which do not have a signed acknowledgement of the University’s policy on plagiarism.

    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.

    Return of Assessment

    The poster will be marked and returned to students will appropriate feedback before Saturday 21st November, 2020 11:59pm (ACST).


    3. Peer review of Collaborative Assessment (Individual Assessment) 10%

    Before Day 6 class starts each student will be randomly assignment to evaluate one poster he/she he/she didn't work on. Each student will have approximately 20-30 minutes (i.e. the time necessary for the group to present the poster) to look at the poster he/she is assigned to, ask questions to the groups who created it.

    With this information each student will be required to write a peer review of the poster he/she has been assigned to.

    Each peer review should take into account the following aspects of the poster:
    1. Content (250-350 words)
    2. Style & Presentation (100-150 words)
    3. Referencing (max 50 words)

    Failure to conduct the peer reviews on the brand the student is assigned to will result in a grade of 0 (zero) for this assessment.

    The Peer Review must be submitted via the MyUni website before Thursday 19th November, 2020 11:59pm (ACST).

    The Peer Review must be submitted in one of the following formats: .pdf, .doc, .docx

    Students must retain a copy of all assignments submitted.

    Please attach an ‘Assignment Cover Sheet’, which is signed and dated by you before submission via Turnitin.

    The course coordinator can refuse to accept assignments, which do not have a signed acknowledgement of the University’s policy on plagiarism.

    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 course coordinator 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.

    Return of Assessment

    The critique will be marked and returned to students will appropriate feedback before Wednesday 2nd December, 2020 11:59pm (ACST).


    4. Problem Solving Exercise (Individual Assessment) 35%

    Each student will be randomly assigned to one scenario in Day 6 of the course. This scenario is going to impact the brand the students worked on for their group poster. Different scenarios will be prepared and students will be randomly assigned to one of them.
    Failure to discuss the scenario the student is assigned to will result in a grade of 0 (zero) for this assessment.

    Each student has to create a video of him/her explaining how the assigned scenario is going to impact on their brand, and the marketing strategies/actions they would adopt to keep their brand successfully in business. As the students explain, justify and defend their arguments, they have to cite the relevant literature discussed throughout the course, but they can extend their discussion using other academic and industry references, books, etc.

    The video must be no longer than 10 minutes (2,000 words equivalent). Videos longer than 10 minutes will receive a 15% mark deduction per minute for every minute exceeding the 10-minute limit.

    The videos must be submitted via the My Uni website before Wednesday 25th November, 2020 at 11:59pm (ACST).

    Students have to make it perfectly clear who they are by showing their student ID card at the beginning of the video. Failure to show their student ID card will make it impossible to verify student identity, thus resulting in a grade of 0 (zero) being awarded for the problem-solving exercise.

    Before submitting the videos, students must ensure that they have created a back-up copy of their video.

    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 course coordinator 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.

    Return of Assessment

    The critique will be marked and returned to students will appropriate feedback before Saturday 5th December, 2020 11:59pm (ACST).
    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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    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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