WINE 7007 - Wine Business Study Tour

North Terrace Campus - Trimester 3 - 2016

The course information on this page is being finalised for 2016. Please check again before classes commence.

Region of origin is an increasingly important differentiator for 最新糖心Vlogn wine. However there is considerable divergence between the contribution of individual wine regions to the market performance of wine businesses. The objective of the wine business study tour is to analyse the wine business differences between wine regions; to evaluate the factors which determine those differences; and to specify strategy recommendations that could improve the regions' contribution to the performance of wine businesses located in those regions. This course entails region visits supplemented by desk research and workshops to produce individual project reports. Initial research, visits and workshops will be undertaken as group exercises, mentored with wine industry input. The outcome will be individual student reports making strategy recommendations for the specified wine regions. The 2016 Wine Business Study Tour will compare two South 最新糖心Vlogn wine regions, for example Barossa and Clare Valley, to evaluate their performance as wine business places of origin. Factors to be assessed include: ? Wine offer ? Regional wine brand ? Wine visitor destination ? Regional wine organisations ? Region wine marketing strategy ? Export market performance This course will be delivered in intensive mode as per the timetable; involves an additional cost contribution by students to cover the cost of transport, accommodation and meals for the region visits; and is not available to external students.

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Course Details

Course Code	WINE 7007
Course	Wine Business Study Tour
Coordinating Unit	Adelaide Business School
Term	Trimester 3
Level	Postgraduate Coursework
Location/s	North Terrace Campus
Units	3
Contact	Up to 36 hours
Available for Study Abroad and Exchange	Y
Assessment	Assessment is by project assignments and group participation.

Course Staff

Course Coordinator: Mr Paul van der Lee

Course Coordinator: Mr Paul van der Lee
Lecturer: Paul van der Lee
Location: 10 Pulteney Street, Nexus Building (Room 1019)
Email: paul.vanderlee@adelaide.edu.au
Paul van der Lee had senior management roles in Government trade, regional development and tourism organisations prior to joining the 最新糖心Vlogn wine industry, where he has more than 20 years’ experience in commercial and industry organisation roles, including hands on sales and business development responsibilities for export markets.
Paul has worked in the wine sector as chief executive for a medium size wineryÍ¾ as an independent wine business strategy consultantÍ¾ as a senior economics and policy analyst for the Winemakers’ Federation of 最新糖心VlogÍ¾ as an export business development manager for the South 最新糖心Vlogn Wine Industry AssociationÍ¾ and as a Board member of the 最新糖心Vlogn Grape and Wine Authority (formerly Wine 最新糖心Vlog).

In those 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 (19992005) and Wine Industry Outlook Conference (2010 and 2012)

Developed and presented 最新糖心Vlogn Government funded 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). He is currently a member of the Advisory Board for the 最新糖心Vlog of Adelaide Wine Future research network.

Course Timetable

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

Friday 16.9.16              0930 - 1630          Lecture, briefing and workshop, NEXUS 10, Room 12.17

Tuesday 25.10.16         0800 - 2200 (+1) Regions visit overnight in region 1

Wednesday 26.10.16     2200                    region 2 visit and return in evening

Friday 4.11.16              0900                   Post visit evaluation to be submitted

Tuesday 15.11.16         0930 - 1630          Debrief visit evaluations, workshop on project report,NEXUS 10, Room 9.01

Tuesday 16.11.16         0930 - 1630          Mentoring opportunity to groups on project reports, NEXUS 10, Room 9.01

Sunday 27.11.16          2359                     Submission of individual project reports

Learning Outcomes

Course Learning Outcomes

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

1. Define the relevance of officially designated wine regions to the place of origin dimension of wine marketing.

2 Evaluate the role of regional wine organisations in adding value to a region’s grape and wine production.

3. Categorise the wine region specific factors which influence the financial and sustainability performance of wine businesses located in the region.

4. Assess and compare grape quality between wine regions, using price as the indicator.

5. Analyse the differences between wine regions with respect to their wine brand equity, wine tourism, and sales performance in export markets

6. Recommend wine region marketing strategies that will be effective and within the capabilities and resources of a wine region organisation.

最新糖心Vlog Graduate Attributes

No information currently available.
Learning Resources

Required Resources

There is no textbook required, refer to recommended resources for reference sources.

Recommended Resources

Barossa Grape and Wine Association, http://www.barossa.com/barossa-grape-and-wine-association
Clare Region Winegrape Growers Association, http://www.claregrapegrowers.com.au
Clare Valley Winemakers, http://www.clarevalley.com.au/wine
Halliday, James, 2014, James Halliday’s Wine Atlas of 最新糖心Vlog, Hardie Grant Books, Richmond, Victoria
Tourism Research 最新糖心Vlog, http://www.tra.gov.au/research/Regional-overview.html
Wine 最新糖心Vlog, Register of Protected Geographical Indications, HTTPS://WWW.WINEAUSTRALIA.COM/EN/PRODUCTION%20AND%20EXPORTING/REGISTER%20OF%20PROTECTED%20GIS%20AND%20OTHER%20TERMS/GEOGRAPHICAL%20INDICATIONS.ASPX
Wine 最新糖心Vlog, WineFacts, Regional Snapshots
Wine 最新糖心Vlog, WineFacts, Wine Export Approvals Database
Wine 最新糖心Vlog, WineFacts, 2015, 最新糖心Vlogn Winegrape Purchases Price Dispersion Report 2015
Wine 最新糖心Vlog, SA Wine Grape Crush Survey Full Report, July 2015
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, August 2013

Additional reference resources will be identified during workshop sessions.

Online Learning

This course is not available to external students since the region visits are mandatory.
Desk research and project initiation briefings will be recorded for online access.
Learning & Teaching Activities

Learning & Teaching Modes

The course is taught through workshops and field visits.
The workshops and field visits will be in small group learning mode with input from wine industry personnel and with mentoring from the lecturer.
The focus of the learning will be analysis and problem solving by applying wine business princlples and frameworks to real world wine business performance in a regional context.

Workload

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

The course will commence with a compulsory full day workshop at which the relevant theoretical concepts, analytical frameworks and reference sources will be outlined. Students will also be allocated to groups; the research tasks specified; and the assessable requirements identified.

Students collaborating in their groups will be required to undertake substantial desk research on defined wine region topics over the 5 weeks prior to the field study region visits.

The field study visits will take place over 2 full days, incorporating an overnight stay in the region. The field study will entail visits to wineries, meetings with wine producers and with representatives from the regional organisations.

Each student will be required to submit, within a week of the visit, an assessable visit evaluation based on a pro forma report structure.

A follow up full day workshop will provide each group with the opportunity to be mentored by the lecturer in preparation for their assessable wine region project report. The reports are to be prepared and submitted on an individual basis for assessment.

In addition to the 5 days of scheduled contact, students are required to undertake sufficient research, group and individual study hours, and assessment preparation to make up the balance of the 156 hour minimum workload for this course.

Learning Activities Summary

Workshop 1 mid September
Lecture presentation introducing the wine business agenda and concepts relevant to the Wine Business Study Tour.
Identification of resources and references.
Presentation on the region data within the Winefacts database by a representative from Wine 最新糖心Vlog.
Allocation of students to groups.
Specification of group research tasks in preparation for visit.
Group presentations on the task of assessing the differences between the regions.
Briefing and discussion on the analytical methodologies relevant to the wine region project report.
Confirmation of the assessment submission timetable.

Regions visit late October
Visit region 1
Briefings from a wine region organisations representative.
Visit to wine businesses that represent a range of wine business models in the region.
Briefing and Q and A opportunity with a winemaker who champions the region.
Visit region 2
Briefings from a wine region organisations representative.
Visit to wine businesses that represent a range of wine business models in each region.
Briefing and Q and A opportunity with a winemaker who champions the region.

Post visit evaluation early November
Students individually complete and submit pro forma visit evaluation for assessment.

Workshop 2 mid November
Debrief results from visit evaluations.
Group presentations on regional differences in relation to
• region wine offer
• regional wine brand
• wine tourism
• region specific factors that influence wine business performance
• wine region organisations
Discussion of price measure of grape quality at the regional level.
Discussion of measures of export sales performance by regions
Identification and discussion of a menu of wine region marketing strategies, taking into account each region’s financial resources and the political constraints on marketing collaboration.

Mentoring opportunity mid November
Lecturer available to mentor each group on the preparation of the wine region project report.
Discussion of issues to be as a group process, but writing of the wine region project report to be an individual exercise

Project report submission date late November
Students individually submit wine region project report for assessment.

Specific Course Requirements

Students will be required to meet the cost of transport, accomodation, meals and tutored wine tastings associated with the field trip visits to the Barossa Valley and Clare Valley. Estimated cost for 2016 is approximately $650 per student.

Small Group Discovery Experience

The workshop sessions as well as the research and analysis process involved in the preparation of the regions project report are designed as small group learning experiences.

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	WORD COUNT/ TIME	DUE DATE	LEARNING OUTCOME
Active Participation	Individual	10%	Field trip and workshops	as scheduled	1, 2, 3
Group assessment	Collaborative	20%	Workshop group tasks	as scheduled	5
Regions visit evaluation	Individual	20%	1,500	9am Friday 4.11.16	2, 5
Wine regions project report	Individual	50%	2,500 words excluding data appendices	11.59 pm Sunday 27.11.16	4, 5, 6

Assessment Detail

Marks allocated for active participation will be determined by the individual student’s contribution to workshop class discussions and degree of engagement during the field trip.

Group assessment will be marked according to the performance of the group on the designated group task in each of Workshop 1 and Workshop 2.

The regions visit evaluation will require students to individually record their visit observations and appraisal of specific aspects of the visit in a structured pro forma document. Marks will be awarded according to the extent of wine business learning which is demonstrated in the responses. Responses that only reproduce factual information will not be sufficient to achieve a pass result.

The Wine regions project report

Students are required to analyse the two wine regions and recommend regional marketing strategies for each of the regions.
Specifically the assignment is:
Evaluate the differences between the two nominated regions’ wine business performance attributable to:
• the region wine brand
• grape quality
• wine tourism
• export market sales
• regional wine organisations
and recommend marketing strategies that regional wine organisations for each of the regions could realistically implement to improve the region’s wine business performance.

Individual assignment

Weight: 50%

Word limit: 2,500 words excluding data appendices

A passing grade will require the report to explain the factors that could contribute to business performance differences between the regions and to articulate at least one marketing strategy that is appropriate for the objective of improving the performance of wine businesses located in one of the regions.

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 .

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

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