11402 (v.4) Introduction to Wine Marketing and Business 201

---

 

Area:	Muresk Institute
Credits:	25.0
Contact Hours:	5.0
Lecture:	1 x 3 Hours Weekly
Tutorial:	1 x 2 Hours Weekly
Syllabus:	Introduction to marketing. The marketing environment. Consumer behaviour. Business to business marketing. Market segmentation. Market research. Strategic marketing. The product concept. New product introduction. Pricing strategies. Channel selection. Market support structures. Promotion. Competitive marketing strategies.
Unit Outcomes:	On successful completion of this unit students will have- Explained the basic principles of marketing and the marketing concept. Recognised the importance of the environment in which marketing decisions are made. Recognised the importance of strategic planning and the need for and means o obtaining information upon which to make better marketing decisions. Described the consumer decision-making process and its implications for the firm. Described organisational buyer behaviour and its 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 ofmanaging the supply chain, promotion, personal selling and pricing in the market. Analysed the linkages and relationships between components of the marketing mix. Demonstrated written and oral communication skills through written assignments and an ability to locate, evaluate, manage and use information. Demonstrated through written examination a basic knowledge of the marketing principles within an agribusiness context.
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 Agribusiness Review. Australian and New Zealand Wine Industry Journal. Agribusiness. International Food and Agribusiness Management Review. Journal of the Academy and Marketing Science. Journal of International food and Agribusiness Marketing.Journal of Marketing. Journal of Marketing Research. Marketing Science. The Australian and New Zealand Grapegrower and Winemaker.
Unit Texts:	McColl-Kennedy J.R. and Kiel G.F., (2000), Marketing:a Strategic appraoch, 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%, Examination 40%, Seminar 10%, Student Project 20%. This is a grade/mark assessment.
Year Location Period Internal Area External Central External 2004 Bentley Campus Semester 1 Y