WINE 7005 - Direct Wine Marketing (M)

North Terrace Campus - Trimester 1 - 2018

This course provides students with basic understanding of the specific attributes of direct selling objectives and strategies, this includes direct mail, viral approaches and smart phone applications. However, the emphasis is placed on providing knowledge and developing skills specific to the production and implementation of strong and effective web based strategies to build consumer attachment and brand loyalty. This will include brand website development, club and community development, live streaming of wine events and online wine sales via 'virtual cellar doors'. All lectures and course content can be accessed online.

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Course Details

Course Code	WINE 7005
Course	Direct Wine Marketing (M)
Coordinating Unit	Adelaide Business School
Term	Trimester 1
Level	Postgraduate Coursework
Location/s	North Terrace Campus
Units	3
Contact	Up to 36 hours
Available for Study Abroad and Exchange	Y
Assessment	Assignments/tests/group work as prescribed at first lecture

Course Staff

Course Coordinator: Associate Professor Rebecca Dolan

Dr. Rebecca Dolan. has experience teaching both undergraduate and postgraduate marketing, with specific a focus and interest in marketing management, marketing communications and digital marketing. Rebecca's research focusses on contemporary issues in marketing such as digital disruption, social media, and customer engagement. She has a particular interest in deriving insights from Big Data, particularly investigating patterns of online consumer behaviour through digital and social analytics. Rebecca’s research has been published in the Journal of Strategic Marketing and The International Journal of Wine Business Research, The Journal of Tourism and Hospitality Management, and The British Journal of Educational Technology, among others. Rebecca has over 10 years experience working in the wine industry, consulting on a range of projects including website and digital presence development, direct marketing, and brand strategy.

Course Timetable

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

Course Learning Outcomes

On successful completion of this course students will be able to:

1. Elucidate the unique attributes and challenges of direct wine selling;
2. Gain an insight into the current wine marketing environment, specifically understanding the digital landscape
3. Develop knowledge regarding customer value, relationships and experiences online
4. Evaluate online wine consumer experiences
5. Identify and assess the role of technology in direct wine selling
6. Develop an online direct wine sales promotional strategy;
7. Communicate, clarify, and present to peer audiences in a professional setting.
.

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)
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
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	1,2,3,4
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	4,6
Career and leadership readiness technology savvy professional and, where relevant, fully accredited forward thinking and well informed tested and validated by work based experiences	1,3,4,6
Intercultural and ethical competency adept at operating in other cultures comfortable with different nationalities and social contexts able to determine and contribute to desirable social outcomes demonstrated by study abroad or with an understanding of indigenous knowledges	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	5,6

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: Kotler, P., and Keller, K. L. (2012), ‘A framework for marketing management’, 5th Edn, Prentice Hall, New Jersey (specifically Chapters 5 and 7)

Readings:
1. Cotlier, M. (2001), “The Sobering realities of selling wine online”, Catalog Age, 18, 3, 14.
2. Gallant, L. M., Boone, G. M. and Heap, A. (2007). “Five heuristics for designing and evaluating Web-based communities”, First Monday, 12(3).
3. Gordon, R. (2011), ‘An Audit of alcohol brand websites’, Drug and Alcohol Review, Nov, 30, 638-644.
4. Gruner, R. L., Homburg, C. and Lukas, B.A. (2014), “Firm-hosted online brand communities and new product success”, Journal of the Academy of Marketing Scienc, 42, 29-48.
5. Habel, C., Veale, R. and Lu, V.N. (2010), “I heard it through the Grapevine! Exploring drivers of participation in virtual communities”, 5th International Academy of Wine Business Research Conference, (Feb, Auckland, NZ).
6. Martin, I.M. and Eroglu, S. (1993) “Measuring a Multi-Dimensional Construct: Country Image”, 28, p: 191 – 210
7. Orth, U. and Crouch (2014) “Is Beauty in the Aisles of the Retailer? Package Processing in Visually Complex Contexts”, Journal of Retailing
8. Orth, U. and Green, M.T. (2009) “Consumer Loyalty to family versus non-family business: The role of store image, trust and satisfaction”, Journal of Retailing and Consumer Services, 16, p: 248 – 259
9. Orth, U., Stockl, A., Veale, R. et al. (2012) “Using attribution theory to explain tourists’ attachments to place-based brands”, Journal of Business Research, 65, p: 1321 – 1327
10. Peterson, R. A. and Wotruba, T. R., (1996), “What Is Direct Sell? Definition, Perspectives, and Research Agenda”, Journal of Personal Selling & Sales Management, XVI, 4(Fall), 1-16.
11. Rezvani, S., Shenyar, G., Dehkordi, G. J. et al. (2012) “Country of Origin: A Study over Perspective of Intrinsic and Extrinsic Cues on Consumers’ Purchase Decision”, Business Management Dynamics, 1, 11, p: 68 - 75
12. Rosenbloom, B. (2007), “The wholesaler’s role in the marketing channel: Disintermediation vs. reintermediation”, International Review of Retail, Distribution and Consumer Research, 17, 4, 327-339
13. Stanford, P.M. and Zdravkovic, W.S. (2011) “What? I thought Samsung was Japanese”: accurate or not, perceived country of origin matters”, International Marketing Review, 28, p: 454 – 472
14. Thach, L. (2009), “Wine 2.0-the Next Phase of Wine Marketing? Exploring US Winery Adoption of Wine 2.0 Components”, Journal of Wine Research, 20,2,143-157.
15. Veale, R. (2012) “Is it… country of origin? Closure type? Label style? Just what does it take to convey quality to wine buyers?”, Winegrower and Winemakers
16. Veale, R. (2012) “Live-streaming events can turn your brand website into a virtual cellar door”, 586, Grapegrower and Winemakers, p:105 – 107
17. Veale, R. and Quester, P. (2009) “Do consumer expectations match experience? Predicting the influence of price and country of origin on perceptions of product quality”, International Business Review, 18, 134-144.
18. Zeithaml, V. (1988) “Consumer Perceptions of Price, Quality and Value: A means-End Model and Synthesis of Evidence”, Journal of Marketing, 52, (July), 2-22

These are some wine based journals and a few notable marketing and business journals – You should not confine your investigation to only wine based publications; wine is a context only, and much of the best and most useful academic publications are found in highly regarded marketing and business journals.

Academic journals and conferences

Journal of International Business (JIBS)
Journal of Consumer Behaviour
European Journal of Marketing
Journal of Wine Business Research
Journal of Wine Marketing
International Journal of Wine Business Research
American Association of Wine Economics
Academy of Wine Business research

Below are also some electronic references that you may find useful

• http://www.vitisphere.com/news-wine-english.html
• http://www.winebusinessnews.fr/
• http://www.winebusiness.com/news/
• http://www.wine-business-international.com/129---en-top_navi-home.html
• http://www.winebiz.com.au/dwn/
• http://wbmonline.com.au/news/
• http://www.northbaybusinessjournal.com/category/wine-industry/
• http://www.decanter.com/news/wine-news
• http://www.thedrinksbusiness.com/tag/wine/
• http://www.wine-searcher.com/dept/wine+news

Learning & Teaching Modes

The course will incorporate readings, lecture seminars, tutorial exercises and real life case studies and all students are encouraged to actively participate in all activities and assessments. There will also be ample opportunity for self-directed learning.

Workload

No information currently available.

Learning Activities Summary

SEMINAR 1 Sunday 4th of March	Course Introduction Marketing Communications and branding in a digital landscape Introduction to Direct Marketing Group formation and assessment overview
SEMINAR 2 Monday 5th of March	Creating customer value, relationships and experiences online (Part I)
SEMINAR 3 Tuesday 6th of March	Creating customer value, relationships and experiences online (Part II)
SEMINAR 4 Sunday 25th of March	Online consumer experiences Group presentations
SEMINAR 5 Monday 26th of March	Direct Wine Marketing and Technology
SEMINAR 6 Sunday 15th of April	Wine brand experiences e-commerce Group presentations Marketing plan work
SEMINAR 7 Monday 16th of April	Looking back: bringing it all together Looking forward: what's next for direct wine marketing? In-class exam

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 TASK	COLLABORATIVE/INDIVIDUAL	WEIGHTING	DUE DATE
Participation	Individual	10%	TBC
Website Critique	Individual	30%	TBC
In-class Exam	Individual	30%	TBC
Group Strategic Direct Marketing Plan	Part A: Group Presentations Part B: Written report	10% 20%	TBC

REQUIREMENTS
Each assessment must be attempted, and an overall grade of at least 50% must be achieved to pass the course overall. Additionally, a poor peer review rating by fellow team members (lower than 5 out of 10 for all team related performance elements assessed) will result in a 5% reduction in a student’s overall grade.

ASSESSMENT DETAIL: Please check MyUni and in-class handouts for specific assessment instructions.

Assessment Detail

No information currently available.

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 .

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

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