13479 (v.2) Wine Marketing Intelligence Systems 512

Area:

Muresk Institute

Credits:

25.0

Contact Hours:

5.0

Individual Study:

1 x 5 Hours Weekly

Syllabus:

Consumer and re-sellers as key components of the marketing plan. The link between effective management and information access. Availability, cost and benefit of 'buying in' research findings. Use of industry studies and those of independent market research organisations. Briefing a market research company on data requirements. Perception of wine in terms of each sector's knowledge and experience - the wine writer for a brand or wine type, the wine maker and marketing staff.

Unit Outcomes:

On completion of this unit students will have - Described the importance of the environment in which marketing decisions are made. Demonstrated how markets can be segmented and products positioned in the market. Explained the link between effective management and information access. Described the role of independent market research information. 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, Journal of International Food and Agribusiness Marketing, Journal of Marketing Research, Marketing Science.

Unit Texts:

McColl - Kennedy J.R and Keil G.F., (2000), Marketing: A Strategic Approach, Nelson Thompson 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 50%, Final examination 50%. 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