13477 (v.2) Wine Marketing Principles and Practice 505

Area:

Muresk Institute

Credits:

25.0

Contact Hours:

5.0

Individual Study:

1 x 5 Hours Weekly

Syllabus:

Concepts of the role of marketing and its social responsibility. Case study investigating the relevance of marketing cultures, product life cycles, advertising, options for the distribution of the packaged product, pricing, the company's capabilities andthe necessary formation of the strategic positioning of the winery and it's products.

Unit Outcomes:

On completion of this unit students will have - Explained the basic principles of marketing and the marketing concept. Recognised the importance of strategic planning and the need for and means of obtaining information upon which to make better marketingdecisions. Described the consumer decision - making process and its implications for the firm. Described organisational buyer behaviour and it's implications for the firm. Demonstrated how markets can be segmented and products positioned in the market. Described the product concept and the product life cycle. Demonstrated the need for new products and to establish brands in the market. Demonstrated the importance of managing the supply chain promotion, personal selling and pricing in the market. Analysedthe linkages and relationships between components of the marketing mix.

Text and references listed above are for your information only and current as of September 30, 2003. Please check with the unit coordinator for up-to-date information.

Unit References:

Australian and New Zealand Wine Industry Journal, Journal of the Academy and Marketing Science, Journal of International Food and Agribusiness Marketing. Marketing Science, The Australian and New Zealand Grapegrower and Winemaker.

Unit Texts:

Mc Coll - Kennedy, Keil J.R and G.F., (2000), Marketing: A Strategic Approach, Nelson Thomson Learning. Kotler P, Chandler P. C, Brown L and Adam L., (1994), Marketing: Australia and New Zealand, 3rd ed, Sydney, Prentice Hall.

Unit Assessment Breakdown:

Case studies 30%, final examination 40%, student project 30%. This is by grade/mark assessment.

Year	Location	Period	Internal	Area External	Central External
2004	Bentley Campus	Semester 1		Y
2004	Bentley Campus	Semester 2		Y