WINE 7001 - Marketing in Wine Business

North Terrace Campus - Trimester 3 - 2022

This course provides students with an introduction to marketing from a wine business perspective. The focus is on understanding and using appropriate marketing frameworks to analyse the performance and current situation of a wine business, in order to assist in making decisions related to marketing. Students will learn how to best analyse the environment external to the company, and how to plan and review the 4Ps of the company?s marketing mix. Through case studies and exemplars of wine marketing strategies, students can examine marketing practices to formulate strategic recommendations to improve wine business performance.

  • General Course Information
    Course Details
    Course Code WINE 7001
    Course Marketing in Wine Business
    Coordinating Unit Adelaide Business School
    Term Trimester 3
    Level Postgraduate Coursework
    Location/s North Terrace Campus
    Units 3
    Contact Up to 3 hours per week
    Available for Study Abroad and Exchange Y
    Incompatible MARKETNG 7104, MARKETNG 7104EX, MARKETNG 7104OL, MARKETNG 7104UAC
    Course Description This course provides students with an introduction to marketing from a wine business perspective. The focus is on understanding and using appropriate marketing frameworks to analyse the performance and current situation of a wine business, in order to assist in making decisions related to marketing. Students will learn how to best analyse the environment external to the company, and how to plan and review the 4Ps of the company?s marketing mix. Through case studies and exemplars of wine marketing strategies, students can examine marketing practices to formulate strategic recommendations to improve wine business performance.
    Course Staff
    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.
    Course Timetable

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

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

    Week:
    1 - Introduction to wine marketing

    2 - Strategy and the marketing environment

    3 - Marketing research

    4 - Buyer behaviour

    5 - Target marketing 

    6 - Product and branding decisions

    7 - Pricing decisions

    8 - Distribution decisions

    9 - Promotional decisions Pt1

    10 - promotional decisions Pt2

    11 - Ethicals in wine marketing 

    12 - Presentations
  • Learning Outcomes
    Course Learning Outcomes
    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
    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)

    Attribute 1: Deep discipline knowledge and intellectual breadth

    Graduates have comprehensive knowledge and understanding of their subject area, the ability to engage with different traditions of thought, and the ability to apply their knowledge in practice including in multi-disciplinary or multi-professional contexts.

    1,2,4

    Attribute 2: Creative and critical thinking, and problem solving

    Graduates are effective problems-solvers, able to apply critical, creative and evidence-based thinking to conceive innovative responses to future challenges.

    2,3,4

    Attribute 3: Teamwork and communication skills

    Graduates convey ideas and information effectively to a range of audiences for a variety of purposes and contribute in a positive and collaborative manner to achieving common goals.

    4

    Attribute 4: Professionalism and leadership readiness

    Graduates engage in professional behaviour and have the potential to be entrepreneurial and take leadership roles in their chosen occupations or careers and communities.

    3
  • 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:
    Goodman, S 2012, Principles of wine marketing , 1st ed., Winetitles, Broadview, S. Aust. :
    Online Learning
    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/
  • Learning & Teaching Activities
    Learning & Teaching Modes

    No information currently available.

    Workload

    No information currently available.

    Learning Activities Summary

    No information currently available.

  • 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 1: Preliminary brand evalution (Individual)
    20%


    Due: Week 4


    Assessment 2: New brand proposal (Individual)
    20%

    Due: Week 7 


    Assessment 3: Distribution and pricing proposal (Individual)
    15%

    Due: Week 10 


    Assessment 4: Oral presentation (Group presentation, marked individually)
    15%

    Due: Week 12 


    Assessment 5: Marketing Plan (Group)
    30%

    Due Week 12
    Assessment Detail

    The assessments for this course are linked together. Each student will select a winery for assessment 1 and submit that in week 4. Students are encouraged to discuss their choice of winery with the lecturer before submitting the assignment.

    For assessment 2 and 3, students will be working on a different brand submitted by another student (within their group) in Assessment 1.


    Assessment 1: Preliminary brand evalution (Individual)
    20%
    1000 words max

    Select a winery that you are either familiar with or one you would like to know more about. If you are choosing a large winery with many brands, choose one of the brands. For example, do not choose Treasury Wine Estates; choose Penfolds, or Wolf Blass, or another of their brands. It’s fine to choose a small or medium-sized winery. If you are unsure about your choice, please discuss with the lecturer during week 2.


    For the background and evaluation, provide the following:

    Winery name and brand you will be evaluating
    Location of winery; location of cellar door; region(s) the chosen brand is sourced from
    Approximate size of winery in either 12 bottle cases (9 litres) or tonnes processed
    Approximately how many SKUs (individual wines) are made under the brand name?
    What are the price tiers or sub-brands within the family brand?
    Evaluate the following for the brand (you won’t have full information on all of these but try to get an idea through the website and perhaps contacting the winery):
    What does the brand represent overalll?
    Through which channels do they sell their wine? Which are the largest?
    Is the brand exported? How important is export compared to domestic market?
    How important is direct marketing to the brand?
    Are some sub-brands specific to different channels? Which?
    How do you evaluate the website for ease of use, branding, selling wine?



    Assessment 2: New brand proposal (Individual)
    20%

    1000 words max


    After reading through the background and evaluation of the brand prepare a brief for management about the need for a new wine under the existing brand. You may consider removing an existing sub-brand or just adding a new one. Provide in your brief to management the following:
    The name of the sub-brand
    Its positioning with the family brand, including the general price point and target consumer
    Why this additional brand makes sense, and why if you are deleting one of the sub-brands, this new sub-brand is better for the winery
    What SKUs will make up this new sub-brand
    Describe the packaging of this new sub-brand in comparison to the existing packaging.
    Explain how the packaging is linked to the brand positioning


    Assessment 3: Distribution and pricing proposal (Individual)
    15%
    750 words max


    After reading through any feedback on the background, the new sub-brand positioning and packaging, prepare a brief to management with the following:

    Describe the channel strategy for this new sub-brand. Where will it be sold and why choose these channels?
    What will be the pricing strategy for this new sub-brand? Along with the overall price point from Assessment 2, discuss any discounting or other pricing tactics you will use to get the brand accepted by both channel partners and consumers. Will there be plans to increase the price in the future? Why or why not?


    Assessment 4: Oral presentation (Group presentation, marked individually)
    15%


    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:

    Name and overall positioning of the new sub-brand
    Why this new sub-brand is important to add to the existing brand family
    Describe the packaging, pricing and channel strategy and how these fit this new sub-brand
    Provide a general overview of the timeline for production and introduction of the new sub-brand
    What incentives (if any) will you provide for channel partners to stock this sub-brand; or if only selling direct to consumers, how will you incentivise them to trial this new sub-brand?
    Provide a communications strategy for the launch and first year of this new sub-brand. Make sure these fit with the positioning and sales channels as well as the likely budget the winery could afford.
    How and when will you tell if the launch has been successful?


    Assessment 5: Marketing Plan
    30%
    1000 words min - 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.

    Name and overall positioning of the new sub-brand
    Why this new sub-brand is important to add to the existing brand family
    Describe the packaging, pricing and channel strategy and how these fit this new sub-brand
    Provide a general overview of the timeline for production and introduction of the new sub-brand
    What incentives (if any) will you provide for channel partners to stock this sub-brand; or if only selling direct to consumers, how will you incentivise them to trial this new sub-brand?
    Provide a communications strategy for the launch and first year of this new sub-brand. Make sure these fit with the positioning and sales channels as well as the likely budget the winery could afford.
    How and when will you tell if the launch has been successful?

    All assessments adhere to the University of Adelaide Assessment for Coursework Programs PolicyLinks to an external site..

    When you submit an assessment, you are declaring that your submission is your own original work that meets the requirements of Academic Integrity under the Academic Integrity PolicyLinks to an external site..
    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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