MKW3011

Wine marketing

(BUS)

Proposed to be offered next in 2002

Dr Mary Cole

6 points + Two 1-hour lectures per week and one 1-hour tutorial per week + Second semester + Peninsula, Distance + Pre/corequisites: MKF1120 or MKW1120, ASC2737, ASC2746

Synopsis: This subject is designed to give students the ability to apply marketing concepts to wine marketing. It builds on the student's knowledge of the science and technology of grape and wine production and wine appreciation provided in the prerequisite applied science subjects. Topics covered include: factors influencing wine consumption and wine consumer behaviour, market research in the wine industry, product mix, pricing and promoting decisions, evaluation of distribution alternatives, international marketing, and marketing planning.

Assessment: Four minor assignments: 20% + Major assignment: 20% + Final examination: 60%