WINE 7002 - Evaluating Domestic and International Wine Markets

North Terrace Campus - Trimester 2 - 2014

This course provides students with insights into the structure, mechanisms, regulatory agencies, and complexities of the domestic and the international wine markets. It provides basic understanding of the important micro and macro economic and consumer based drivers in the 最新糖心Vlogn domestic market and carries these forward and explores a typology of open, government-regulated and emerging wine markets as the frame work for assessment of international markets. In addition, it examines key drivers in the world wine marketing and their impact on wine marketing dynamics and characteristics. Throughout there is an emphasis on wine consumer behavioural aspects and successful marketing strategies employed in all major wine consuming markets.

Open All

Course Details

Course Code	WINE 7002
Course	Evaluating Domestic and International Wine Markets
Coordinating Unit	Adelaide Business School
Term	Trimester 2
Level	Postgraduate Coursework
Location/s	North Terrace Campus
Units	3

Course Staff

Course Coordinator: Mr Paul van der Lee

Lecturer: Paul van der Lee
Location: 10 Pulteney Street, Nexus Building (Room 1020)
Email: paul.vanderlee@adelaide.edu.au
Course website:

Paul van der Lee has 20 years experience in the 最新糖心Vlogn wine industry, spanning commercial and industry organisation roles, including hands on sales and business development responsibilities for 20 export markets.

Paul has worked in the wine sector as chief executive for a medium-scale winery; as an independent wine business strategy consultant; as a senior economics and policy analyst for the Winemakers’ Federation of 最新糖心Vlog; as an export business development manager for the South 最新糖心Vlogn Wine Industry Association; and as a Board member of Wine 最新糖心Vlog (formerly 最新糖心Vlogn Wine and Brandy Corporation).

In these roles he has:

Coordinated distribution and marketing of 最新糖心Vlogn wine brands in export markets
Researched factors impacting the wine value chain and commissioned market research into issues such as regional branding and the China market
Led the development of three major wine sector strategic initiatives –
Strategy 2025 (1996), The Marketing Decade (2000) and the Wine Restructuring Action Agenda (2010)
Developed the programs for the national Wine Marketing Conference (1999-2005) and Wine Industry Outlook Conference (2010 and 2012)
Developed and presented WineSkills workshops that enhanced the business capability of small wine businesses
Undertaken consultancy as a wine marketing expert witness and for due diligence of wine business acquisitions

His qualifications include degrees in economics BEc (Hons), in politics (BA) and in marketing (BBus), and in 2012 he graduated from the 最新糖心Vlogn Company Directors Course (order of merit).

Course Timetable

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

Week	Date	Weekly Topic
1	26 May 2014	No lecture Course introduction and workshop topics posted online
2	2 June 2014	L1 Globalisation and wine markets L2 Regulation and trade environment for wine
3	9 June 2014	Public holiday, no lecture presentation L 3 Competitiveness of wine producing countries, posted online
4	16 June 2014 21-22 June 2014	L4 最新糖心Vlogn market for domestic wine producers L5 最新糖心Vlogn market opportunity relative to global market potential for domestic wine producers Workshop 1, domestic market topics, small group learning
5	23 June 2014	L6 Categorising global wine market potential L7 Developed wine markets profiles - Open and Government controlled
6	30 June 2014	L8 Emerging wine markets profiles
7	7 July 2014	L9 Route to market strategies L10 Marketing strategies for global wine markets
8	14 July 2014	L11 Wine business competencies qualify market opportunity
9	21 July 2014 26 -27 July 2014	No lecture, workshop topics preparation Workshop 2, international market topics, small group learning
10	28 July 2014	Review workshop learnings online
11	4 August 2014	L12 Investment decision for new market selection – application of the evaluation criteria
12	11 August 2014	L13 Revision and exam briefing
13	18 - 22 August 2014	Exam preparation week

Course Learning Outcomes

Provide the student with an understanding of the domestic and of international wine markets and how to evaluate the sales and profit opportunity of different markets
Provide an appreciation of the global marketing process of wine, its opportunities and constraints
Gain an understanding of differences in the wine-buying and consumption behaviour of consumers between markets
Illustrate how marketers can use economic principles and marketing theory and practice to develop marketing strategies that deliver business success
Provide the student with a sharp focus on the nature, fundamentals and dynamics of certain key wine export markets for (最新糖心Vlogn) wine.
Students should develop the ability to integrate knowledge obtained into international (global) wine marketing strategies
Gain a realisation of the competitiveness challenges of the international wine market and how these differ from the domestic market
Detailed knowledge of various aspects of selected key wine export markets.

最新糖心Vlog Graduate Attributes

This course will provide students with an opportunity to develop the Graduate Attribute(s) specified below:

最新糖心Vlog Graduate Attribute	Course Learning Outcome(s)
Knowledge and understanding of the content and techniques of a chosen discipline at advanced levels that are internationally recognised.	1, 2, 3, 4, 5, 6, 7, 8
The ability to locate, analyse, evaluate and synthesise information from a wide variety of sources in a planned and timely manner.	1, 6, 7, 8
An ability to apply effective, creative and innovative solutions, both independently and cooperatively, to current and future problems.	1, 4, 7, 8
A commitment to continuous learning and the capacity to maintain intellectual curiosity throughout life.	2, 4, 6
A commitment to the highest standards of professional endeavour and the ability to take a leadership role in the community.	1, 2, 4, 6, 7
An awareness of ethical, social and cultural issues within a global context and their importance in the exercise of professional skills and responsibilities.	1, 2, 3, 8

Learning Resources

Required Resources

This course has no text book, required readings will be provided to students through MyUni.

Recommended Resources

The Business School Communication Skills Guide provides important information on assignment and referencing expectations.

Winefacts Database (2013), Wine 最新糖心Vlog Corporation (formerly 最新糖心Vlogn Wine and Brandy Corporation), (accessible through the 最新糖心Vlog’s library website).

Anderson & Nelgen, 2011, Global Wine Markets, 1961 to 2009: A Statistical Compendium, 最新糖心Vlog of Adelaide Press, Adelaide, 最新糖心Vlog.

Winemakers’ Federation of 最新糖心Vlog, The Marketing Decade: Setting the 最新糖心Vlogn Wine Marketing Agenda 2000 – 2010, Adelaide, 2000

最新糖心Vlogn Wine and Brandy Corporation (AWBC) and Winemakers Federation of 最新糖心Vlog (WFA),
Wine 最新糖心Vlog: Directions to 2025: An Industry Strategy for Sustainable Success, Adelaide, 2007.

Winemakers’ Federation of 最新糖心Vlog,WINE INDUSTRY REPORT, Expert Report on the Profitability & Dynamics of the 最新糖心Vlogn Wine Industry, Adelaide, 2013

Goodman Steve, Principles of Wine Marketing, Winetitles, Adelaide, 2012

Czinkota, MR, Ronkainen, IA, Sutton-Brady, C & Beal, T, International marketing: Second Asia-Pacific edition, Cengage Learning, South Melbourne, Victoria, 2011.

Spahni, P. (2000). The International Wine Trade. (2nd edition), Woodhead Publishing Limited: Cambridge, UK.

Online Learning

Lectures can be accessed online through Myuni as an alternative to on campus attendance. Participation in two weekend workshops is the tutorial component of the course and is essential, due to the intensive nature of small group learning involved in the workshops and the significant contribution of workshop participation to student assessment.
Any additional course materials will be provided through Myuni.
Students are expected to read all course-related announcements posted on the course website and to utilise the discussion boards where appropriate.
Learning & Teaching Activities

Learning & Teaching Modes

This course is taught through 13 lectures and 2 intensive weekend workshops. Students are also expected to complete the required readings. See section 1.3 for lecture topic details and section 4.3 for reading list and discussion questions.

Workload

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

The 最新糖心Vlog expects full-time students (i.e. those taking 12 units per semester) to devote a total of 48 hours per week to their studies. This means that, for this course, you are expected to commit approximately 9 hours to private study, that is, study outside of your regular classes.

Students in this course are expected to either attend or access online all lectures throughout the semester plus BOTH weekend workshops.

Learning Activities Summary

Topic 1 Overview of global wine market structure and dynamics

Topic 2 Trade environment for wine

Topic 3. Competitiveness of wine producing countries.

Topic 4. 最新糖心Vlogn market for domestic wine producers.

Topic 5. 最新糖心Vlogn market opportunity relative to global market potential for domestic wine producers.

Topic 6 Categorising global wine market potential

Topic 7 Developed wine markets profiles

Topic 8 Emerging markets

Topic 9 Route to market strategies

Topic 10 Marketing strategies for global wine markets

Topic 11 Wine business competencies qualify market opportunity

Topic 12 Investment decision for new market selection – application of the evaluation criteria

Topic 13 Revision and exam briefing

The 最新糖心Vlog's policy on Assessment for Coursework Programs is based on the following four principles:

Assessment must encourage and reinforce learning.
Assessment must enable robust and fair judgements about student performance.
Assessment practices must be fair and equitable to students and give them the opportunity to demonstrate what they have learned.
Assessment must maintain academic standards.

Assessment Summary

Assessment	Weighting	Due Date	Learning Objectives
Workshop participation	10%		5, 6, 7, 8
Workshop group tasks	10%		1, 4, 6, 7
Assignment 1	20%	9am Monday 30 th of June 2014	5, 6, 7
Assignment 2	20%	9am Monday 21 st of July 2014	1, 2, 3, 5, 8
Examination	40%	TBA	1, 2, 3, 4, 5, 6, 7, 8, 9

Assessment Related Requirements

EXAM

To gain a pass for this course a mark of 50% must be obtained on the final examination as well as a total of 50% overall.

Open book exam.

Assessment Detail

TUTORIAL (Workshops) PARTICIPATION

Marks will be awarded for workshop participation and for contribution to workshop group projects. Students are expected to prepare for workshop classes by completing the assigned reading prior to the class and preparing for the discussion topic and or questions provided on Myuni for that workshop.

ASSIGNMENT 1

Individual Assignment

Weight: 20%

Due Date: 9 am Monday 30th of June

Word Limit: 1000 words approximately.

Method of Submission: you are required to email this assignment along with a business school cover sheet to the lecturer no later than the due date and time.

ASSIGNMENT 2

Individual Assignment

Weight: 20%

Due Date: 9 am Monday 21 st of July

Word Limit: 2500 words

Method of Submission: you are required to email this assignment along with a business school cover sheet to the lecturer no later than the due date and time.

EXAMINATION

The course will conclude with a 2 hour examination held during the university examination period, TBA. The exam will be available online for external students.

This exam will be open book and will cover every topic in the course - content from all lecture materials and course readings is examinable.

To gain a pass for this course a mark of 50% must be obtained on the final examination as well as a total of 50% overall.

Submission

All assignments should be accompanied by a Business School cover sheet and students should retain a copy of all assignments submitted.

REFERENCING
Correct referencing is important for identifying the ideas and arguments you present along with any direct quotes you use. It helps to avoid plagiarism and demonstrates that you have thoroughly researched your assignment. The Harvard Referencing System is usually used in the Business School. Guidelines for this system and examples of correct referencing can be found in the Business School Study Skills Guide listed under recommended resources in this guide.

LATE ASSIGNMENTS
Students are expected to submit assignments by the due date in order to maintain equity. Extensions can only be given for medical or other serious reasons and must be requested before the due date. These requests must be accompanied by appropriate documentation such as a medical certificate and will be granted on a case by case basis. Late assignments without prior arrangement will be penalised by a 5% reduction for each day that it is late.

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 .

Student Feedback

The 最新糖心Vlog places a high priority on approaches to learning and teaching that enhance the student experience. Feedback is sought from students in a variety of ways including on-going engagement with staff, the use of online discussion boards and the use of Student Experience of Learning and Teaching (SELT) surveys as well as GOS surveys and Program reviews.

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 最新糖心Vlog 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.
Student Support
Policies & Guidelines
This section contains links to relevant assessment-related policies and guidelines - all university policies.
Fraud Awareness

Students are reminded that in order to maintain the academic integrity of all programs and courses, the university has a zero-tolerance approach to students offering money or significant value goods or services to any staff member who is involved in their teaching or assessment. Students offering lecturers or tutors or professional staff anything more than a small token of appreciation is totally unacceptable, in any circumstances. Staff members are obliged to report all such incidents to their supervisor/manager, who will refer them for action under the university's student鈥檚 disciplinary procedures.

The 最新糖心Vlog of Adelaide is committed to regular reviews of the courses and programs it offers to students. The 最新糖心Vlog of Adelaide therefore reserves the right to discontinue or vary programs and courses without notice. Please read the important information contained in the disclaimer.

Authorised by:	Deputy Vice-Chancellor and Vice-President (Academic)
Maintained by:	Course Outlines Administrator

最新糖心Vlog