WINE 7007 - Wine Business Study Tour

North Terrace Campus - Trimester 3 - 2019

Region of origin is an increasingly important differentiator for Australian wine. However there is considerable divergence between the contribution of individual wine regions to the market performance of wine businesses. The objective of the wine business study tour is to analyse the wine business differences between wine regions; to evaluate the factors which determine those differences; and to specify strategy recommendations that could improve the regions' contribution to the performance of wine businesses located in those regions. This course entails region visits supplemented by desk research and workshops to produce individual project reports. Initial research, visits and workshops will be undertaken as group exercises, mentored with wine industry input. The outcome will be individual student reports making strategy recommendations for the specified wine regions. The Wine Business Study Tour will compare Australian wine regions to evaluate their performance as wine business places of origin. Factors to be assessed include: Wine offer, Regional wine brand, Wine visitor destination, Regional wine organisations, Region wine marketing strategy and Export market performance. This course will be delivered as per the timetable; involves an additional cost contribution by students to cover the cost of transport, accommodation, meals and tutored wine tastings for the region visits; and is not available to external students.

  • General Course Information
    Course Details
    Course Code WINE 7007
    Course Wine Business Study Tour
    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 N
    Prerequisites WINE 7002
    Restrictions Students must be over 18 years of age
    Course Description Region of origin is an increasingly important differentiator for Australian wine. However there is considerable divergence between the contribution of individual wine regions to the market performance of wine businesses.
    The objective of the wine business study tour is to analyse the wine business differences between wine regions; to evaluate the factors which determine those differences; and to specify strategy recommendations that could improve the regions' contribution to the performance of wine businesses located in those regions.

    This course entails region visits supplemented by desk research and workshops to produce individual project reports. Initial research, visits and workshops will be undertaken as group exercises, mentored with wine industry input. The outcome will be individual student reports making strategy recommendations for the specified wine regions.
    The Wine Business Study Tour will compare Australian wine regions to evaluate their performance as wine business places of origin.
    Factors to be assessed include: Wine offer, Regional wine brand, Wine visitor destination, Regional wine organisations, Region wine marketing strategy and Export market performance.
    This course will be delivered as per the timetable; involves an additional cost contribution by students to cover the cost of transport, accommodation, meals and tutored wine tastings for the region visits; and is not available to external students.
    Course Staff

    Course Coordinator: Ms Marni Cook

    Course Coordinator: TBA 
    Lecturer: TBA
    Location: 10 Pulteney Street, Nexus Building 
    Email:
    Course Timetable

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

    Wednesday 5.9.18           0930 - 1630          Lecture, briefing and workshop

    Wednesday 12.9.18         0930 - 1630          Workshop

    October TBA                    0800 - 2200          winery visits 

    October TBA                    0830 - 2200         winery visits

    October TBA                    0830 - 2200          winery visits

    October TBA                    0830 - 2200          winery visits
                                                                 
    TBA           0900              Post visit evaluation pro forma report to be submitted

    Wednesday 7.11.18         0930 - 1600          Debrief visit evaluations, workshop on project report

    Sunday 18.11.18             2359                     Submission of individual project reports
  • Learning Outcomes
    Course Learning Outcomes
    On successful completion of this course students will be able to:

    1. Define the relevance of officially designated wine regions to the place of origin dimension of wine marketing.

    2 Evaluate the role of regional wine organisations in adding value to a region’s grape and wine production.

    3. Categorise the wine region specific factors which influence the financial and sustainability performance of wine businesses located in the region.

    4. Assess and compare grape quality between wine regions, using price as the indicator.

    5. Analyse the differences between wine regions with respect to their wine brand equity, wine tourism, and sales performance in export markets

    6. Recommend wine region marketing strategies that will be effective and within the capabilities and resources of a wine region organisation.
    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, 5,6
    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
    2, 3, 4, 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, 5
    Career and leadership readiness
    • technology savvy
    • professional and, where relevant, fully accredited
    • forward thinking and well informed
    • tested and validated by work based experiences
    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
    1, 2, 3, 4, 5, 6
  • Learning Resources
    Required Resources
    There is no textbook required, refer to recommended resources for reference sources.
    Recommended Resources
    Barossa Grape and Wine Association, http://www.barossa.com/barossa-grape-and-wine-association
    Wine Tasmania, http://www.winetasmania.com.au 
    Halliday, James, 2014, James Halliday’s Wine Atlas of Australia, Hardie Grant Books, Richmond, Victoria
    Tourism Research Australia, http://www.tra.gov.au/research/Regional-overview.html
    Wine Australia, Register of Protected Geographical Indications, HTTPS://WWW.WINEAUSTRALIA.COM/EN/PRODUCTION%20AND%20EXPORTING/REGISTER%20OF%20PROTECTED%20GIS%20AND%20OTHER%20TERMS/GEOGRAPHICAL%20INDICATIONS.ASPX
    Wine Australia, WineFacts, Regional Snapshots
    Wine Australia, WineFacts, Wine Export Approvals Database
    Wine Australia, WineFacts, 2016, Australian Winegrape Purchases Price Dispersion Report 2016
    Wine Australia, SA Wine Grape Crush Survey Full Report, July 2016
    Winemakers’ Federation of Australia, WINE INDUSTRY REPORT, Expert Report on the Profitability & Dynamics of the Australian Wine Industry, Adelaide, August 2013

    Additional reference resources will be identified during workshop sessions.
    Online Learning
    This course is not available to external students since the region field trips are mandatory and are required in order to meet the visit evaluation and project report assessment requirements.
    Desk research and project initiation briefings will be recorded for online access.
  • Learning & Teaching Activities
    Learning & Teaching Modes

    The course is taught through workshops and field visits.
    The workshops and field visits will be in small group learning mode with input from wine industry personnel and with mentoring from the lecturer.
    The focus of the learning will be analysis and problem solving by applying wine business princlples and frameworks to real world wine business performance in a regional context.
    Workload

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

    The course will commence with a compulsory full day session at which the relevant theoretical concepts, analytical frameworks and reference sources will be outlined. Students will also be allocated to groups; the research tasks specified; and the assessable requirements identified. The following week a second full day workshop is scheduled to assist the groups in their desk research tasks. 

    Students collaborating in their groups will be required to undertake substantial desk research on defined wine region topics over the 5 weeks prior to the field study region visits.

    The field study visits will take place over several full days as per timetable.

    The field study will entail visits to wineries, meetings with wine producers and with representatives from the regional organisations.

    Each student will be required to submit, within a week of the visit, an assessable visit evaluation based on a pro forma report structure. 

    Follow up  full day workshop will provide each group with the opportunity to be mentored by the lecturer in preparation for their assessable wine region project report. The reports are to be prepared and submitted on an individual basis for assessment.

    In addition to the days of scheduled contact, students are required to undertake sufficient research, group and individual study hours, and assessment preparation to make up the balance of the 156 hour minimum workload for this course.
    Learning Activities Summary
    Workshop 1 mid September
    Lecture presentation introducing the wine business agenda and concepts relevant to the Wine Business Study Tour.
    Identification of resources and references.
    Presentation on the region data within the Winefacts database by a representative from Wine Australia.
    Allocation of students to groups.
    Specification of group research tasks in preparation for visit.
    Group presentations on the task of assessing the differences between the regions.
    Briefing and discussion on the analytical methodologies relevant to the wine region project report.
    Confirmation of the assessment submission timetable.

    Regions visit October
    Visit region 1
    Briefings from a wine region organisations representative.
    Visit to wine businesses that represent a range of wine business models in the region.
    Briefing and Q and A opportunity with a winemaker who champions the region.
    Visit region 2
    Briefings from a wine region organisations representative.
    Visit to wine businesses that represent a range of wine business models in each region.
    Briefing and Q and A opportunity with a winemaker who champions the region.

    Post visit evaluation early November
    Students individually complete and submit pro forma visit evaluation for assessment.

    Workshop 2 mid November
    Debrief results from visit evaluations.
    Group presentations on regional differences in relation to
    • region wine offer
    • regional wine brand
    • wine tourism
    • region specific factors that influence wine business performance
    • wine region organisations
    Discussion of price measure of grape quality at the regional level.
    Discussion of measures of export sales performance by regions
    Identification and discussion of a menu of wine region marketing strategies, taking into account each region’s financial resources and the political constraints on marketing collaboration.
    Discussion of issues to be as a group process, but writing of the wine region project report to be an individual exercise

    Project report submission date late November
    Students individually submit wine region project report for assessment.
    Specific Course Requirements
    Students will be required to meet the cost of transport, accomodation, meals and tutored wine tastings associated with the field trip visits.
    Small Group Discovery Experience
    The workshop sessions as well as the research and analysis process involved in the preparation of the regions project report are designed as small group learning experiences.
  • 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 Detail Weighting Learning Outcome
    Group assessment Collaborative Field trips
    Workshop group tasks
    20% 1,3,5
    Regions visit evaluation Individual 1500 words 30% 2,5
    Wine regions project report Individual 2500 words excluding data appendices 50% 4,5,6
    Total 100%
    Assessment Detail
    Group assessment will be marked according to the performance of the group on the designated group research tasks following from the  workshop sessions. All individuals in the group are expected to contribute to group performance and an individual may be penalised  in instances where the group collectively identifies a lack of contribution from an individual member of the group. 

    The Regions Visit Evaluation will require students to individually record their visit observations and appraisal of specific aspects of the visit in a structured pro forma document. Marks will be awarded according to the extent of wine business insights (learning) which is demonstrated in the responses. Responses that only reproduce factual information will not be sufficient to achieve a pass result.

    Individual assignment

    Weight 30%

    The Wine Regions project report

    Students are required to analyse the two wine regions and recommend regional marketing strategies for each of the regions.
    Specifically the assignment is:
    Evaluate the differences between the two nominated regions’ wine business performance attributable to:
    • the region wine brand
    • grape quality
    • wine tourism
    • export market sales
    • regional wine organisations
    and recommend marketing strategies that regional wine organisations for each of the regions could realistically implement to improve the region’s wine business performance.

    Individual assignment

    Weight: 50%

    Word limit: 2,500 words excluding data appendices

    A passing grade will require the report to explain the factors that could contribute to business performance differences between the regions and to articulate at least one marketing strategy that is appropriate for the objective of improving the performance of wine businesses located in one of the regions.
    Submission
    Assignments are to be submitted in Myuni.
    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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