Course overview
This course provides students with an introduction to marketing from a wine business perspective. The focus is on understanding and using appropriate marketing frameworks to analyse the performance and current situation of a wine business, in order to assist in making decisions related to marketing. Students will learn how to best analyse the environment external to the company, and how to plan and review the 4Ps of the company's marketing mix. Through case studies and exemplars of wine marketing strategies, students can examine marketing practices to formulate strategic recommendations to improve wine business performance.
Course learning outcomes
- Evaluate marketing concepts and critique their application in the wine business
- Use appropriate marketing frameworks to analyse the performance and current situation of winery businesses to assist in making decisions related to marketing.
- Examine marketing practices to formulate strategic recommendations to improve a wine business' performance
- Evaluate information related to a wine business' performance critically to synthesise new knowledge to guide marketing decisions
- Critique marketing strategies and communicate issues and problems using relevant theories, concepts and methods
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