WINE 7001 - Marketing in Wine Business

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.