Master of Wine Technology and Marketing

• Course structure
  • Module 1 - four core units
  • Module 2 - four core units
  • Module 3 - four units

Course code: 2991 + Course abbreviation: MWineTechMktg + Course director: Dr Mary Cole + Units offered by off-campus learning with compulsory two-to-five-day residential blocks + Normally completed in three semesters of full-time study or six semesters of part-time study

This 12-unit Master of Wine Technology and Marketing program is a joint venture of the Faculty of Business and Economics at Monash University and the University of Melbourne. The course is designed to provide a balance between wine technology and business/marketing. Students who wish to pursue the marketing area in depth can do so by choosing approved units from the Master of Marketing program. On the other hand, students who wish to pursue the wine industry further can do so by taking the unit MKX9230 (Wine tourism).

Applicants must have an undergraduate degree, the Executive Certificate in Wine Technology and Marketing or the Graduate Diploma in Wine Technology and Marketing, or its equivalent, with an average grade of credit or above.
Applicants may be eligible for a maximum of six credit exemptions for units considered equivalent to particular requirements in the course of study. A substitute unit may be undertaken if a unit is considered similar in content but not equivalent in the course.
This is a full-fee-paying course. Course fees are set and reviewed annually and are therefore subject to change. Candidates should consult the Department of Marketing as to the 2003 course fee. Candidates should also be aware that a $300 laboratory fee will be applied to science (ASC) units.
Computer literacy and access to the internet are highly desirable to gain access to and advantage from the university administrative processes, online library services, online units and to communicate with academic and administrative staff. The university provides access to computer labs on each campus, although part-time students may find it more convenient to use their own or their employer's computer facilities. Applicants planning to use employer's computer facilities should gain permission prior to admission.

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 1
• AFX9100 Financial decision making
• MKX9160 Marketing theory and practice

Module 2 - four core units

• MKX5121 Wine marketing
• MKX5123 Marketing innovation and planning
• ASC5727 Winegrowing 2
• MGX9250 Business management

Module 3 - four units

• MKX5251 Case studies in strategy (on-campus)

or

• MKF5270 Strategic marketing (off-campus)

One from the following two units:

• MKX5122 Marketing policy and strategy
• MKX9230 Wine tourism

and either:

• MKX5124 Wine and food applied research project (equivalent to two units)

or

• ASC5749 Wine science research project (equivalent to two units)

or

• Two approved electives.

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