MBA Wine Marketing & Management

The business game is played using a business simulator. Groups of students are responsible for running a business in real time. All major business functions are covered. Students will make decisions to maximize the profitability of the business.

• CV writing, recruitment interview techniques for the search for an internship, professional project management, team management and meeting management.
• Negotiation techniques, transactional analysis and NLP, speaking and stage fright management, management and leadership techniques (PRADITUS).
• Skills assessment, coaching, digitization of the CV and job search techniques at national and international level, preparation for the defence of the applied research thesis.

What makes a successful businessman?

Internal and external communication skills; priority and deadline management; organizational and time management skills; listening, writing and speaking skills; effective sales techniques; effective group dynamics and project management skills; understanding of international business culture.

Presentation of the professions in the sector by professionals.

The objective is to acquire key skills in terms of budget management and reporting. The focus will be on budget architecture, with the implementation of summary documents, project management control and its link with budget management, and the creation and steering of performance indicators.

The objective of this module is to learn how to draw up a business plan: Designing a costed project for the creation or development of a company.

Several steps are covered: feasibility study, market targeting, opportunities and risks, strengths and weaknesses, communication, financing plan and profitability.

A precise methodology for analyzing customer needs, market structure and competitor dynamics to identify opportunities and threats in the environment is presented.

This seminar focuses on a negotiation in a national and international context.

In particular, it will be necessary to take into account the cultural dimension and define its impact in an international negotiation. The national negotiation will focus on the sales process through role playing.

To perfect English language comprehension and communication skills in a wider context than just business English. Students are required to take the TOEIC test.

This module aims to deepen students’ skills in IT to meet the needs of companies in terms of budgetary or commercial monitoring, project management, personnel management and communication: Excel, Word, Powerpoint, teamwork tools, business software.

It aims to be efficient with office automation tools, identify and correct errors quickly, customize existing tools or create your own tools.

Presentation of the wine-growing structures, the different types of companies (form, purpose, interest) and the specificity of rural leases. Basic principles of the protection of wine and spirits trademarks (including toponymic trademarks). Analysis of the rules applicable to customs and excise. Detailed presentation of a wine property transaction.

This course provides an in-depth presentation of the main wine and spirits businesses in the world. Global approach to the world wine and spirits markets, knowledge of the wine and spirits environment. Approach to the analysis of consumption habits. Integration of the specificities of wines and spirits in marketing strategies. Strategic marketing tools and wine strategies. Presentation of updated forecasts on the global wine and spirits markets.

Presentation of the main wine and spirits markets in the world (UK, US, Germany, Benelux, Italy, Spain, Asia). Incoterms and means of payment, financing of export contracts. To define the conditions for the internationalization of companies in the wine and spirits sector. Understand the financial needs of international trade operations.

Within the framework of this seminar, professionals from the wine industry will participate in workshops (merchants, brokers, owners, oenologists). They will decipher the respective challenges of their businesses as well as the expectations of the market. Practical cases will illustrate the problems of the sector. This work will be the subject of recommendations that will be presented to the managers of the sector.

The specific tool for the purchasing strategy. Obtain the best quality and cost conditions for dry materials (corks, bottles, labels, plastics, wood). Set up a logistic circuit. Manage financial risks, including foreign exchange risk. Study of documentary credits and financial guarantees. Timely delivery of wines and spirits, including costs and security

The objective of the course is to provide an overview of the banking techniques used and the associated legal foundations. At the end of this course, the student must be able to know the banking regulations, to identify and to know the functioning of the means of payment in France and abroad. The teaching will be completed by the acquisition of knowledge on the control and regulation bodies. The module will be based on real case studies in order to propose solutions adapted to the clients and to the legal constraints.

Analysis of the main markets in the Western European Union, the United States and Asia. Trends and Forecasts (IWSR). Focus on specific markets. The key players in distribution: wine merchants, supermarkets, hotels/restaurants. Specificities of the distribution of the great classified growths of Bordeaux.

Development of a pricing strategy based on the distribution network. Characteristics of the sale of wines and spirits as well as the challenges of e-commerce.

CV writing, recruitment interview techniques for the search for an internship, professional project management, team management and meeting management.

Negotiation techniques, transactional analysis and NLP, speaking and stage fright management, management techniques and leadership.

Skills assessment, coaching, digitization of the CV and job search techniques at national and international level, preparation for the defence of the applied research thesis.

Software (excel, access, word, professional software).

Presentation of the professions in the sector by professionals.

The objective of this course is to understand the principles that govern marketing activities in a global environment. The course covers international market entry, product launch, marketing strategies and promotion. Students are required to make presentations, analyze cases and develop a business plan in international marketing.

This course covers the following points: integrating the strategic approach to understand and prepare the long-term development of the company, making a global diagnosis of the company and its environment, taking into account its capacity to adapt to changes, analyzing and understanding the structural problems related to the implementation of a strategic plan, identifying the identity of an organization, and analyzing the components of the corporate culture.

This course gives the keys to successfully penetrate the supermarket market: bidding, restocking, support and promotion strategies.

In a world where the offer has become global, how to successfully create a new wine brand.

Topics such as purchasing management, shelving, product development and brand policy in relation to suppliers will be discussed.

Analyze and understand the different economic and commercial factors that influence decisions to purchase and promote wines in restaurants.

This course will cover the following key aspects:

– Information sources,

– The roles played by all the players in international advertising (advertisers, agencies, media, consumers, lobbies),

– Global trends affecting advertising today and tomorrow (political, economic, technological, socio-cultural, etc.),

– The various socio-cultural and management factors that must be considered when researching, planning and implementing international advertising campaigns.

The choices in terms of investment and financial means. Financial analysis and financial information: knowing the users and sources of information, mastering the tools of financial analysis. The business plan.

This module covers legislation in the wine industry in and outside Europe (production, change of production, market operations); regulations concerning sales and presentation of products, wine names, brands and product promotion. Consumer affairs and fraud legislation will also be discussed. Finally, the aspects related to consumers and manufacturers in Europe and outside Europe will be dealt with through real cases to better understand the legal and environmental constraints.

In a context of general renewal, how should we adapt and succeed in our national and international promotion via trade shows?

Brand strategy, visual identity, design and packaging, sales and commercial architecture will be covered in this module.

The objective is to familiarize students with all aspects of international markets. At the end of the program, students will know the potential of several markets, including the differences in culture and therefore in consumption behavior. Three main geographical areas will be covered: Asia, the European markets, the so-called New World markets (North and South America, Australia, New Zealand and South Africa).

Know and master the different negotiation techniques according to the cultural context. Negotiate with a win-win approach. Know the personality of the buyers. Know the behavior of the main actors of the negotiation.

The following aspects will be covered in this course: techniques related to chemistry and biodiversity; winemaking methods and wine maturation; chemical and sensory analysis; quality and traceability in wineries.

The different stages of the tasting process (visual, olfactory and gustatory). Tasting certainly involves a methodology of sensory analysis but also offers the pleasure of using words to describe this wonderful product.

With “smart data” we have more data at our fingertips to help us in any area of the wine industry. Understanding data measurement, analysis and visualization will allow our company to be data-driven to satisfy our customers…

New trends in wine sales. Online sales, direct shipment to the consumer. Analyze consumer needs and behaviors to better anticipate and respond to them. Sales optimization.

Digital strategy & marketing insight; producer’s digital strategy; consumers’ data & mobile commerce.