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