agr3wm wine marketing
WINE MARKETING
AGR3WM
2017
Credit points: 15
Subject outline
Students of this subject will develop knowledge and skills relevant to the marketing of wine along with matters of business management that can be applied in a broad range of contexts. Principles of marketing such as market segmentation, the 4 P's and the marketing mix, will be used as a basis for the development of marketing plans and programs. Techniques for on-going analysis of the market will be developed. Advertising as a part of a marketing plan will be explored. Students will explore how marketing is an integral part of areas such as business planning, including business development. Students will be introduced to legislation and regulation pertinent to commercial wine grape growing, winemaking and sales, including labelling, hazard control, export, trade practices and standards. Attention will also be paid to insurance, intellectual property and management of contracts.
SchoolSchool of Life Sciences
Credit points15
Subject Co-ordinatorPenelope Smith
Available to Study Abroad StudentsNo
Subject year levelYear Level 3 - UG
Exchange StudentsNo
Subject particulars
Subject rules
Prerequisites Admission into SBATE
Co-requisitesN/A
Incompatible subjectsN/A
Equivalent subjectsN/A
Special conditionsN/A
Learning resources
Readings
| Resource Type | Title | Resource Requirement | Author and Year | Publisher |
|---|---|---|---|---|
| Readings | Icon: art of the wine label, revised edn | Recommended | Caldewey, J & House, C 2003 | WINE APPRECIATION GUILD, USA. |
| Readings | Successful Wine Marketing | Recommended | Lapsley, J 2001 | SPRINGER, USA. |
| Readings | The production of grapes and wine in cool climates | Recommended | Jackson, D & Schuster, D 2008 | 3RD EDN, DAPHNE BRASELL ASSOCIATES WITH GYPSUM PRESS, USA. |
| Readings | Wine a Global Business | Recommended | Thach, L, Matz, T & Halliday, J 2008 | MIRANDA PRESS, USA. |
| Readings | Wine brands: success strategies for new markets, new consumers and new trends | Recommended | Resnick, E 2008 | PALGRAVE MACMILLAN, USA. |
| Readings | Wine marketing & sales | Recommended | Wagner, P, Thach, L & Olsen, J 2010 | 2ND EDN, WINE APPRECIATION GUILD, USA. |
Graduate capabilities & intended learning outcomes
01. Plan and develop a marketing program for a vineyard and winery
- Activities:
- Students in small groups will use workshop discussions to develop a marketing plan. This will be presented to the class and critiqued by peers . Involvement with the Bachelor of Illustration students may be used to develop labels and advertising material.
- Related graduate capabilities and elements:
- Creative Problem-solving(Creative Problem-solving)
- Ethical Awareness(Ethical Awareness)
- Inquiry/ Research(Inquiry/ Research)
02. Identify and describe business law in relation to vineyard/winery and wine marketing operations
- Activities:
- Workshop sessions will be used for group discussion of the application of business and contract law to wine enterprises.
- Related graduate capabilities and elements:
- Ethical Awareness(Ethical Awareness)
- Creative Problem-solving(Creative Problem-solving)
- Teamwork(Teamwork)
03. Recognise and reflect on ethical issues and apply local and international perspectives to wine marketing
- Activities:
- Students in small groups will use workshop discussions to develop a marketing plan. This will be presented-to and critiqued-by the class. Involvement with the Bachelor of Illustration students may be used to develop labels and advertising material.
- Related graduate capabilities and elements:
- Ethical Awareness(Ethical Awareness)
04. Interpret, communicate and present ideas of wine marketing in a format suitable for a professional audience
- Activities:
- Students in small groups will use workshop discussions to develop a marketing plan. This will be presented to the class and critiqued by peers. Involvement with the Bachelor of Illustration students may be used to develop labels and advertising material.
- Related graduate capabilities and elements:
- Speaking(Speaking)
- Writing(Writing)
Subject options
Select to view your study options…
Epping, 2017, Semester 1, Day
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorPenelope Smith
Class requirements
WorkShopWeek: 10 - 22
Two 2.0 hours workshop per week on weekdays during the day from week 10 to week 22 and delivered via face-to-face.
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| Group marketing plan (1800 words per group member) | 40 | 01, 03, 04 | |
| Individual presentation on a legal issue relevant to wine marketing (20 mins) | 30 | 02, 04 | |
| Report (1000 words) | 30 | 01, 03, 04 |