Master in Wine Marketing and Management

Objectif du programme

This master welcomes students from diverse backgrounds (university or management school graduates), but also professionals from the wine industry. This program is offered in Bordeaux, the wine capital of the world, and has a strong international orientation. France is the leading producer, consumer and exporter of wine.
The objective of this master’s program is to equip the students with the business and technical skills in order to
work as highly qualified executives in the wine sector.
Firmly based in the professional world, this program will enable the students to master the necessary methods and tools for the management of a sector. The following are the types of positions that our graduates will be trained for: regional export manager, product manager, purchasing manager, marketing manager, communication manager and manager of a wine firm.

CORE COURSES

Personal Development Workshops and Seminars

Practical seminars aimed at facilitating the integration of the student into professional life:
• company visits
• information technology and the multimedia (Excel, Powerpoint applications)
• performance building and individual coaching (practical exercises): preparing a professional résumé
• recruitment methods
• public speaking
• negotiation techniques
• conferences on current topics and issues

International Marketing

The objective of this course is to understand the principles which govern marketing activities in a global environment. The course covers international market entry, product launches, marketing strategies and promotion.
Students are expected to make presentations, analyze cases and develop international marketing business plan.

Management and Company Strategy

This course will cover the following:
• integrating the strategic approach in order to understand and prepare the long- term development of the firm
• making a global diagnosis of the firm and its environment while taking into consideration its capacity to adapt to changes
• analyzing and understanding structural problems linked to the setting up of a strategic plan
• pinpointing the identity of an organization and analyzing the components of the company culture.

An in-depth approach to Consumer Behaviour

The objective of this course is to understand consumer trends in order to better define marketing targets.

Marketing Studies and Research

To understand the typology of studies: surveys, qualitative studies, explanatory, predicative and causal studies, descriptive studies.

Launching and Managing New Products

How product directors manage and launch new products.

Merchandising

Types of merchandising ; consumer behaviour as the keystone of merchandising ; quantitative analysis of a line : optimization, value, reasons to set up, product range.

Distribution Policy

Learn the different trends, economic, cultural or legal, affecting distribution ; the major players of distribution ; chain-store brands, the new channels of distribution (internet).

International Advertising

This course will cover the following key aspects :
• the sources of information
• the roles played by all the players in international advertising (advertisers, agencies, media, consumer lobbies)
• global trends affecting advertising today and tomorrow (political, economic, technological, socio-cultural, etc)
• the various socio-cultural and management factors that have to be taken into consideration when researching, planning and implementing international advertising campaigns.

Financial Management

Choices regarding investment and financial means...
Financial analysis and financial information: knowing the users and the sources of information, mastering the tools of financial analysis.

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SPECIALIZED COURSES

The International Wine Economy

This course examines the international and French wine sectors, the business of wine (knowing the market, the demand statistics, the control of the marketing activity), as well as the characteristics of supply.

A comparative approach to the legislation affecting the Wine and Spirits Industry

This courses covers such areas as:
• legislation inside and outside Europe
• regulations pertaining specifically to the market (planting, reorientation of the production, market operations)
• rules governing the sale and presentation of products, the naming of wines, the brand or its labelling and the promotion of the product
• consumption and legislation regarding fraud
• agricultural, wine, business, consumer, international and European Union laws
• concrete cases which put the world of wine within its legal environment
• administrative constraints.

International Strategy of the Brands in the Wine and Spirits Sector

Consolidation and evaluation of brand equity ; guiding the relationship between brands and consumers, brand building and the strategic approach.

Packaging-Design

Brand strategy, visual identity, design and packaging, industrial design, sales and marketing architecture.

Development of foreign markets

To familiarize students with all aspects of the international markets.
By the end of the program, students will have a firm grasp of the potential of each national and regional market, of the major language, cultural, social and behavioral differences.
Three principal geographical zones will be examined:
• the Asian markets
• the European markets
• the New World markets (North and South America, Australia, New Zealand, South Africa).

Logistics and purchasing

The following aspects will be treated:
• logistics and e-business
• setting up and partnership strategy
• distribution and logistics strategy
• customs systems
• storage and wine transport
• specificities linked to purchasing in the wine business, the role of wine merchants
• the purchasing of related materials.

International Negotiation

To know and master the different negotiating techniques according to the cultural context. To negotiate with a win- win approach. To know the personality of the buyers. To know the behavior of the main players in negotiations.

Professional Workshops

These workshops will be carried out in collaboration with our partners (wine merchants, growers, wine associations, appellation associations).

Oenology

The following themes will be dealt with in this course:
• the techniques linked to chemistry and biochemistry
• vinification methods and the ageing of the wines
• chemical and sensory analysis • quality and traceability in wine firms.

Wine tasting

The different steps of the tasting process (visual, olfactory and gustative). Tasting certainly implies a methodology of the sensory analysis but also offers the pleasure of using words to describe this wonderful product.

Projets, Stages et Parcours Professionnels

STAGES ET 1re EXPÉRIENCE PROFESSIONNELLE DES ÉTUDIANTS DU PROGRAMME

Mathieu LUNEAU Développement commercial - SARL ROLLAND COLLECTION Bertrand DEMONTOUX Responsable commercial export - groupe Jaillance, N.Y. - États-Unis Johanna DABRIGEON Assistante Communication - SYNDICAT DU CONSEIL DES VINS DE ST EMILION Camille LHOMMEAU Responsable Export Europe - GABRIEL MEFFRE Thomas JOREZ Assistant Marketing et communication - CHÂTEAU PALMER Gersendre DE MURARD Assistante commerciale - CORDIER MESTREZAT GRANDS CRUS Christine SCHARRER Embauchée pendant son stage en tant que Responsable zone export Allemagne, Autriche, Suisse, Danemark - MAHLER-BESSE   Guillaume CHAPALAIN Chargé de communication pour les domaines Jean Michel Cazes et chargé de l’organisation des évènements autour de Thierry Marx Gérard SPATAFORA Internet Marketing Manager- MILLESIMA Daniel VU Export Manager, Domaine Chandon & Newton Vineyard en Californie - groupe LVMH Melina BERTOCCHI Développement communication - ASIANA EXPORT Clémence FABRE Assistante de communication - CIVB Yuan WANG Brand Ambassador junior - LES VINS SKALLI Gersende DE MURARD Suivi de l’activité des commerciaux - CORDIER MESTREZAT GRANDS CRUS

EXEMPLES DE TRAVAUX DE RECHERCHE RÉALISÉS PAR LES ÉTUDIANTS

What do French and Australian wines need to do to consolidate their positions of leaders on the chinese market? Strategy of Château Haut Grelot to be a success in United Kingdom How to seduce Millenium Generation in France ? The future of French wines on the chinese market American baby boomers and their wine habits The Indian wine revolution-Is it for real ? • French wine-making industry The future of the wine promotion in France Chinese wine Marketing Strategy The InterSud creation and the « Sud de France » umbrella brand launching as vector of development for Languedoc Roussilon Wines Organic Wine in France   How to convert a visitor into a buyer ? The future of Borderaux Wines in United States Bordeaux versus New World Wines in Asia : are their strategies adapted ? The strategic launch of a caution brand Business Plan of a wine bar concept: The Frenchy Biodynamic and organic wine on the US market : the new trend ? The Rosé: a new Eldorado for French wine? The current popularity of rosé globally and the opportunities for the New Zealand rosé in domestic and export market How can Australian wines succed in the higher end on-trade in Europe?