MKX5121

Wine marketing

(BUS)

Dr Mary Cole/Mr Peter Keeghan

6 points + Equivalent of 156 hours including a 5 day camp, 58 hours research prior to camp and 56 hours research after camp + Peninsula + Second semester + Prerequisites: MKX9160

Synopsis: MKX5121 seeks to develop an understanding of wine consumer behaviour, domestic and international patterns of wine consumption, production and trade, and the major legal issues affecting wine marketing. It applies marketing management principles, including marketing segmentation, product positioning, pricing, promotion, distribution and product decisions to the marketing of wine, domestically and internationally. Collective marketing organisation by wine producers is discussed. The major assignment is the development of a marketing plan for a selected wine producer.

Assessment: Examination (3 hours): 50% + Major assignment (3000 words): 30% + Tutorial assignments: 20%