Course overview
This course will introduce students to wine marketing knowledge in the context of wine branding. Key topics covered include the concept of mental availability and its application for the development of distinctive assets, understanding consumer behaviour models and applying them to the key principles which allow wine brands to grow, the similarities and differences of launching wine brands in established and emerging markets, as well as the key criteria required to develop a successful branding strategy for a wine business.
Course learning outcomes
- Critically review the acquired wine marketing knowledge in the context of wine branding.
- Explain the concept of mental availability and its application for the development of distinctive assets.
- Examine the consumer behaviour models and apply the key principles, which allow wine brands to grow.
- Assess and differentiate the similarities and differences of launching wine brands in established and emerging markets.
- Work effectively in a group to propose a potentially successful branding strategy for a wine company.
Fee calculator
To display course fees, please select your status and program below:
We’re updating this Fee Calculator. It currently shows fees for programs only. Please check the relevant program for full fee details.
Study Abroad student tuition fees are available here.
Only some Postgraduate Coursework programs are available as Commonwealth Supported. Please check your program for specific fee information.
The Student Contribution amount displayed below is for students commencing a new program from 2021 onwards. If you are continuing in a program you commenced prior to 1 January 2021, or are commencing an Honours degree relating to an undergraduate degree you commenced prior to 1 January 2021, you may be charged a different Student Contribution amount from the amount displayed below. Please check the Student Contribution bands for continuing students here. If you are an international student, or a domestic student studying in a full fee paying place, and are continuing study that you commenced in 2025 or earlier, your fees will be available here before enrolments open for 2026.