Master of Wine Technology and Marketing

• Aims
• Course objectives
• Course structure
  • Module 1
    • Four core units
  • Module 2
    • Four core units
  • Module 3
    • Four units
• Further information
• Completed applications

Course code 2991 + Flexible mode of delivery, with two five-day residential block(s) at either Peninsula or Caulfield campuses or off-campus + Full-fee paying course: unit fee $1650 (2002 fee), plus a laboratory fee of $300 for science units, unit fee for international students $1900 (2002 fee) + PELS available for Australian students (see www.hecs.gov.au/PELS for more information)

Aims

This course aims to provide an innovative industry-orientated suite of technical and wine business and marketing units that will give students a sound viticulture and wine-marketing experience to increase their skills in an increasingly competitive national and global wine market.
The mix of technical and wine business and marketing units allow for a complete knowledge of the wine industry, from the importance of soil in viticulture and wine making skills to the marketing and distribution of the final product. Attention is paid to the production and marketing of cool climate wines.
This course is available to graduates and those with experience in fields such as engineering, agriculture, science, education, tourism, hospitality, marketing and distribution.

Course objectives

Upon successful completion of the Master of Wine Technology and Marketing, participants should:

• be aware of the factors influencing the sensory characteristics of wine and be able to evaluate wine using sensory and chemical techniques
• demonstrate an understanding of the basic concepts of plant physiology, soil science, chemistry and microbiology as they apply to viticulture and wine production
• be able to integrate technical and managerial concepts in the management of the grape production and winery enterprises
• understand accounting and finance principles and be able to apply these to the processes of grape production, wine production and wine distribution
• understand human resource management in the context of the specific issues facing grape and wine producers - staff training, job design, reward systems, industrial relations, occupational health and safety and quality management
• understand the behaviour of wine marketing, and be able to apply marketing management principles to the marketing and distribution of wine within Australia and internationally
• be able to prepare an operational marketing plan for a winery or viticulture enterprise
• understand business strategy and the nature of strategic competitive advantage and be able to develop and implement strategic plans for grape and wine producing enterprises, and
• understand the major issues facing the wine industry and its stakeholders and be able to apply economic, political and ethical approaches to analysing issues and proactively managing stakeholders.

Course structure

Units in this degree are arranged in three four-unit modules. Exit points allow those unable to complete all 12 units to exit the course at the end of a four-unit module and receive recognition for the units completed. Students exiting after completing the specific units in module 1 receive the Graduate Certificate in Wine Technology and Marketing and after completing specific units in modules 1 and 2 receive the Graduate Diploma in Wine Technology and Marketing.

Module 1

Four core units

• ASC4717 Introduction to viticulture and wine science
• ASC5716 Winegrowing I
• AFX9100 Financial decision making
• MKX9160 Marketing theory and practice

Module 2

Four core units

• MKX5121 Wine marketing
• MKX5123 Marketing innovation and planning
• ASC5727 Winegrowing II
• MGX9250 Business management

Module 3

Four units

• MKX5251 Case studies in strategy (on-campus), or
• MKF5270 Strategic marketing

and

• MKX5122 Marketing policy and strategy, or
• MKX5230 Wine tourism*

Plus one of the following three options:

• MKX5124 Wine and food applied research project (equivalent to two units)
• ASC5749 Wine and food science research project (equivalent to two units)
• Two approved electives

* SUBJECT TO UNIVERSITY APPROVAL

Further information

For more detailed information, contact the Wine Technology and Marketing Unit, telephone (03) 9903 2128 or 1300 652 312,, fax (03) 9903 1558, email grad.mkt@buseco.monash.edu.au or see www.monash.edu.au/wine and www.buseco.monash.edu.au/Depts/Mkt. Academic inquiries may be directed to Dr Mary Cole, course director, telephone (03) 9904 4621, email mary.cole@buseco.monash.edu.au.

Completed applications

Intake into the program will be in March and July each year. Applications should be made well in advance. Completed applications are to be forwarded to the Graduate Studies Office, Department of Marketing, Monash University, PO Box 197, Caulfield East, Victoria 3145 by 29 November 2002 for the March intake, and by mid-May for the July intake.

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