Course overview
The aim of this course is to provide students with the fundamental concepts that marketing managers in the wine sector should be familiar with, and to show how these concepts can be applied in practice. Students will learn and apply the following concepts: consumer purchase behaviour for wine and spirits; physical and mental availability; the structure, advantages and disadvantages of different routes to market, including on-premise, off-premise, direct sales, and e-commerce; fundamentals of negotiations with channel partners, and building a presence on-line.
Course learning outcomes
- Analyse marketing patterns/laws of wine & spirits consumer behaviour
- Determine pathways to brand growth
- Conduct simulated successful negotiations with channel partners
- Design a marketing plan for brand growth, as part of a group
- Communicate a marketing plan to marketing practitioners and academics and adapt the plan to potential changes in the status quo