Postgraduate handbook 2005 - Business and Economics

Master of Wine Technology and Marketing

Course code: 2991 + Course abbreviation: MWineTechMktg + Total credit points required: 72 + 3 semesters full-time, 6 semesters part-time + On-campus (Peninsula)
Course director: Dr Mary Cole

Course description

This course, a joint venture of Monash's Faculty of Business and Economics and the University of Melbourne, 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).

Entry requirements

Applicants need to have completed:

• a pass degree or an equivalent qualification from a recognised tertiary institution, or
• an Executive Certificate in Wine Technology and Marketing or equivalent with an average grade of credit or above.

Advanced standing

Candidates may be eligible for advanced standing for a maximum of six units considered to be equivalent to particular requirements in the course of study and completed in the last five years. A substitute unit may be undertaken if a unit is considered similar in content but not equivalent in the course.

Course structure*

1. Module 1 - Students must complete four core units (24 credit points):

   • ASC4717 Introduction to viticulture and wine science
   • MGX9870 Winegrowing 1
   • AFX9100 Financial decision making
   • MKX9160 Foundations of marketing

2. Module 2 - Students must complete four core units (24 credit points):

   • MKX5121 Wine marketing
   • MKX5123 Marketing innovation and planning
   • MGX9910 Winegrowing 2
   • MGX9250 Business management

3. Module 3 - Students must complete four units (24 credit points) as follows:

   1. One unit (six credit points) from the following list:

      • MKX5251 Case studies in strategy
      • MKX5270 Strategic marketing

   2. One unit (six credit points) from the following list:

      • MKX5122 Marketing policy and strategy
      • MKX9230 Wine tourism

   3. Twelve credit points from the following list:

      • MKX5124 Wine and food applied research project (12 credit points), or
      • ASC5749 Wine science research project (12 credit points), or
      • Two units (12 credit points) from graduate-level units taught by the Faculty of Business and Economics or other units approved by the course director.

* The course structure is currently under review.

Exit awards

Students exiting after completing the specific units in module 1 are eligible to receive the Graduate Certificate in Wine Technology and Marketing, and students exiting after completing the specific units in modules 1 and 2 are eligible to receive the Graduate Diploma in Wine Technology and Marketing.

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