Course Coordinator: Mr Nigel Barker

Name: Mr Nigel Barker
Location: Room 13.30, 10 Pulteney Street
Telephone: 08 8313 0424 (email is best)
email: nigel.barker@adelaide.edu.au
Course Website: www.myuni.adelaide.edu.au

If you would like to see me, please email me to make an appointment.

1. Evaluate marketing concepts and critique their application in the wine business
2. Use appropriate marketing frameworks to analyse the performance and current situation of winery businesses to assist in making decisions related to marketing.
3. Examine marketing practices to formulate strategic recommendations to improve a wine business' performance
4. Evaluate information related to a wine business' performance critically to synthesise new knowledge to guide marketing decisions
5. Critique marketing strategies and communicate issues and problems using relevant theories, concepts and methods

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:
Goodman, S 2012, Principles of wine marketing , 1st ed., Winetitles, Broadview, S. Aust. :

Below are also some electronic references that you may find useful:


http://wbmonline.com.au/news/
http://www.decanter.com/news/wine-news
http://www.northbaybusinessjournal.com/category/wine-industry/
http://www.thedrinksbusiness.com/tag/wine/
http://www.wine-searcher.com/dept/wine+news
http://www.winebusiness.com/news/
https://business.adelaide.edu.au/news/list/2020/08/05/the-business-of-wine
https://winetitles.com.au/daily-wine-news/
https://www.wine-business-international.com/

The course incorporates readings, seminars, in-class exercises and real life case studies. The assessment is a laddered project incorpating key conepts from the course. All students are encouraged to actively participate in all activities and assessments. There will also be ample opportunity for self-directed learning.

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 engage in self-directed study and inquiry. This will include discussions in class regarding the individual 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.

Week 1	Course introduction and what is marketing and what do marketers do?
Week 2	Consumer and business buying behaviour
Week 3	Market research
Week 4	The marketing environment
Week 5	Segmentation and targeting
Week 6	Branding and product management
Week 7	Physical availability: retailing and shopping
Week 8	Pricing
Week 9	Media and communications
Week 10	Developing a marketing plan
Week 11	Ethics and social responsibility
Week 12	Group presentations and course summary

Assessment	Weight
1. How key environmental trends affect your product, product positioning, and target market	10%
2. Packaging, physical availability, and pricing	15%
3. Class participation	10%
4. Oral presentation	25%
5. Final marketing plan	40%

REQUIREMENTS
Each assessment must be attempted, and an overall grade of at least 50% must be achieved to pass the course overall.

Overall
The assessments for this course are linked together. Each student will develop and launch a new wine or non-alcoholic beverage, which could be sold in a wine store. Students are encouraged to discuss their choice of winery with the lecturer before submitting the assignment.

Assessment 1: 1000 words max
How key environmental trends affect your product, product positioning and target market.

You will choose your product by week two and begin to consider how the material we cover in class can be applied to your specific product. First, answer the following about your product:
• Name of product/ brand
• Description of product – what is it made from? Where were the grapes or main ingredients grown? What is special or unique about the product?
• In general, will this be a large volume product from a major company or a small, niche product from a small producer?

Discuss the key trends in the environment that are likely to affect the marketing of your product. Which trends are most important? Least important? Why?

Discuss how you will use the positive trends to help your marketing and how you will ameliorate or avoid the negative trends that may inhibit your marketing.

Positioning
Discussion of the way the product is perceived in the market compared to other products in the market? Focus on the attributes that are likely to make this product preferred to others.

Target market
Describe the target market for the product. How big is it? where are they located? how and where do they shop? Why is your product likely to be attractive to this target market?

Assessment 2: 1000 words max
Packaging, Physical Availability, and Pricing

Discuss how the product will be packaged. No need to draw the packaging, but describe it as best you can and relate the packaging to the product’s positioning and to the target market.

Describe the route to market for the product. How will the product get to the consumer? Provide more detail than for example, we will sell the product directly online. Discuss why this route to market fits with the positioning and target market and buying behaviour of the target.

What is the price point of the product? How does this price fit the positioning, the target market and the route to market? Discuss any pricing tactics, such as discounting or bundling, that you might use to gain acceptance in the market? How might these pricing tactics affect your positioning? Are there plans to adjust the price over time?

Assessment 3: Class participation - 5 weeks, 2 points each week (10% total)
Week 5
This week's topic is target market and segmentation. Comment in class or discussion group about your product’s target market; respond to other students' comments.

Week 6
This week's topic is branding. Comment on the brand positioning and packaging; respond to other students' comments.

Week 7
This week's topic is physical availability. Comment on the route to market for your product; how will you make the new product available to buyers? Respond to other students' comments.

Week 8
This week's topic is pricing. Comment on the pricing for your new product and any pricing tactics you are considering; respond to other students' comments.
Outcome.

Week 9
This weeks' topic is communication and promotion. Comment on the communication plan to launch your new product; respond to other students' comments.


Assessment 4: 12-minute oral presentation

The marketing plan should include the following, but these can be updated and improved from the original assessments submitted. The oral presentation cannot cover the detail within each of these points, but you need to mention them and then focus on the new material for the plan, not on the material submitted in previous assignments. This means focus more on the communication and product launch aspects.

• Name, positioning, and target market of the product.
• Describe the packaging, pricing, and channel strategy and how these fit the positioning and target market.
• Launch and first year selling plan- based on the logic and fit of the plan for selling in the first year based on the positioning, target market, and route to market. Depending on the channels chosen, it should include incentive plans for the trade (if used) and consumers to trial and stock the product.
• Provide a communications strategy for the launch and first year of this new product. Make sure these fit with the positioning and sales channels as well as the likely budget the winery could afford.
• How well does the plan provide mechanisms for judging the success of the new product? Is the timeline for making the judgement reasonable? Is there a reasonable back-up plan if sales do not go to plan?

Assessment 5: 2000 words max

The written report will have more detail than the oral presentation, but again, the focus should be on new material and the reasoning for decisions while updating any issues from the previous assignments.

The marketing plan should include the following, but these can be updated and improved from the original assessments submitted:

• Name, positioning, and target market of the product.
• Describe the packaging, pricing, and channel strategy and how these fit the positioning and target market.
• Launch and first year selling plan- based on the logic and fit of the plan for selling in the first year based on the positioning, target market, and route to market. Depending on the channels chosen, it should include incentive plans for the trade (if used) and consumers to trial and stock the product.
• Provide a communications strategy for the launch and first year of this new product. Make sure these fit with the positioning and sales channels as well as the likely budget the winery could afford.
• How well does the plan provide mechanisms for judging the success of the new product? Is the timeline for making the judgement reasonable? Is there a reasonable back-up plan if sales do not go to plan?

Please refer to the course MyUni website for details on submission dates and times

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 it is late.

Return of Assessment
The critique will be marked and returned to students with appropriate feedback within 10 days of submission