WINE 7007 - Wine Business Study Tour
North Terrace Campus - Trimester 3 - 2017
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 2017 Wine Business Study Tour will compare two 最新糖心Vlogn wine regions, for example Barossa and Adelaide Hills or Tasmania, 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 and Export market performance.
This course will be delivered in intensive mode as per the timetable; involves an additional cost contribution ($600 to $1800 depending on regions visited) by students to cover the cost of transport, accommodation, meals and tutored wine tastings for the region visits; and is not available to external students.
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General Course Information
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 Prerequisites WINE 7002 Restrictions Students must be over 18 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 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 the 最新糖心Vlogn Government statutory organisation 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 .
Monday 4.9.17 0930 - 1630 Lecture, briefing and workshop
Monday 11.9.17 0930 - 1600 Workshop
Tuesday 17.10.17 0745 - 2200 Barossa region full day visit
Sunday 22.10.17 0700 - 2200 Flights Adelaide- Melbourne - Hobart, Hobart city tour, evening briefing
Monday 23.10.17 0830 - 2200 Tasmania winery visits
Tuesday 24.10.17 0830 - 2200 Tasmania winery visits
Wednesday 25.10.17 0830 - 2200 Tasmania winery visits, flights Launceston - Melbourne - Adelaide
Monday 30.10.17 0900 Post visit evaluation pro forma report to be submitted
Tuesday 7.11.17 0930 - 1600 Debrief visit evaluations, workshop on project report
Wednesday 8.11.17 0930 - 1600 Mentoring opportunity to groups on project reports
Sunday 19.11.17 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
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, 5,6 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
2, 3, 4, 5, 6 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
2, 3, 4, 5 Career and leadership readiness
- technology savvy
- professional and, where relevant, fully accredited
- forward thinking and well informed
- tested and validated by work based experiences
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
1, 2, 3, 4, 5, 6 -
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
Wine Tasmania, http://www.winetasmania.com.au
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, 2016, 最新糖心Vlogn Winegrape Purchases Price Dispersion Report 2016
Wine 最新糖心Vlog, SA Wine Grape Crush Survey Full Report, July 2016
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 field trips are mandatory and are required in order to meet the visit evaluation and project report assessment requirements.
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 session 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. The following week a second full day workshop is scheduled to assist the groups in their desk research tasks.
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 5 full days, of which the 4 days in Tasmania will incorporate a stay of 3 nights 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.
Follow up 2 full day workshops 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 9 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. -
Assessment
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 Task Type Detail Weighting Learning Outcome Group assessment Collaborative Field trips
Workshop group tasks20% 1,3,5 Regions visit evaluation Individual 1500 words 30% 2,5 Wine regions project report Individual 2500 words excluding data appendices 50% 4,5,6 Total 100% Assessment Detail
Group assessment will be marked according to the performance of the group on the designated group research tasks following from the workshop sessions. All individuals in the group are expected to contribute to group performance and an individual may be penalised in instances where the group collectively identifies a lack of contribution from an individual member of the group.
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 insights (learning) which is demonstrated in the responses. Responses that only reproduce factual information will not be sufficient to achieve a pass result.
Individual assignment
Weight 30%
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
Assignments are to be submitted in Myuni.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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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.
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