Vintage
Economy and marketing & organisation of the wine sector
http://www.groupe-esa.com/article743.html

Place :
Angers – France

Duration and period :
12 weeks between January and March of the year N+1. These two modules are linked.

Objectives :
-  To understand viticultural regions and their development
-  To understand international strategies on the winemarket
-  To make comparison of wine sectors in several countries

Organization :
Economy and Marketing
Audit of the European wine industries
Case study

Contents of the modules :

1 - Economy and Marketing

Lectures :
-  International market : evolution, strategies of production, organization. The reform of the World Trade Organization (WTO) and its effects on the wine market
-  Strategies of production : AOC wines, brands
-  Evolution of world consumption. Consumers expectations. Prospects and consequences for the producers.
-  European regulation and integration of new members to the European Union.
-  Retailing.
-  Promotion and publicity applied to wine.
-  Marketing MIX.
-  Evolution of packaging according to the markets.
-  Place of French wines on the world market.
-  Strategy of export to the Asian and Latin-American markets.

2 - Audit of the European wine industries

Lectures
-  Audit of the wine production areas.
-  Vineyard comparisons by professors of several universities.

Study trip (4 days) having for objective an organisational audit
-  SWOT analysis.
-  Role of the actors.
-  Comparative studies of European basins.

3 - Case study
For example : Organisational and technical audit of a wine production area (work of group).
Example of topic of study :
Wine growers of the AOC Chinon between competition and co-operation : _The systems of production, promotion and marketing in action in the basin of the AOC Chinon.

Evaluation
-  Economy and marketing
Exam starting from a case study marketing
Retailing report
Card-index synthesis
-  Audit and Organization of the European wine sectors
Article "Vineyard study"
Tutorials : study of a wine producing area and comparative analysis of european vineyards
-  Case study - organisational and technical Audit of a wine sector Written document
Oral report to case study sponsors



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VINTAGE International Master of Science
Groupe ESA - 55, rue Rabelais - B.P. 30748 - 49 007 Angers Cedex 01
mis à jour le 23/07/2004 - contact@vintagemaster.com - multipass