MKX5121

Wine marketing ( 6 points, SCA Band 2, 0.125 EFTSL)

Leader: To be advised

Offered:
Not offered in 2005.

Synopsis: This unit 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: Assignment(s): 50% + Examination (3 hours): 50%

Contact Hours: 3 Hours class contact or equivalent per week.

Prerequisites: MKX9160