Monash University: University Handbooks: Off-Campus Learning Guide 2004: Units indexed by faculty
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Off-Campus Learning Guide 2004
Business and Economics

Master of Wine Technology and Marketing

Course code: 2991 + Caulfield campus or Peninsula campus + Flexible mode of delivery, plus seven five-day residential block(s) at Peninsula or Dookie + Normally three years part-time + Course director: Dr Mary Cole + Total credit points required: 72 + Attendance not required

General course information

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.

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.

Fees

Fees for this course include an additional laboratory fee of $300 for science-based units and MKX9230 (Wine tourism).

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 Foundations of marketing

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
• MKX9230 Wine tourism

Plus one of the following three options:

• MKX5124 Wine and food applied research project (equivalent to two units)
• ASC5747 Wine science research project (equivalent to two units)
• Two approved electives

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