MSc Wine Marketing & Management

Students on the Bordeaux campus during their wine tasting class
Bac +3, Bac +4, Bac +5
September, February
Initial training, Apprenticeship
Bordeaux, Paris, Lyon
French / English, English
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The MSc Wine Marketing and Management, a specialized expertise in the wine sector

“The wine economy is a highly globalized market, with the majority of wines being consumed in a different country from where they are produced! It’s no surprise that the wine industry offers more career opportunities for wine professionals than ever before!

Our experienced teaching team provides real-life business-based teaching, supported by case studies, in close collaboration with our extensive network of alumni, wholesalers, importers, distributors and retailers around the world. Our goal is to educate, train and stimulate the careers of future managers to become the key players in the global wine industry of tomorrow. Their achievement is our goal. ”

Shelf with wine bottles

A diploma course in 1 or 2 years to specialise in wine

Holders of a BAC+3 can apply for thefirstyear of the MSc, and holders of a BAC+4 can apply directly for the second year.

This program is available on the Bordeaux, Lyon or Paris campuses in 100% English or 50% English / 50% French.

This MSc welcomes students from various backgrounds (universities or business schools) as well as professionals in the wine industry or those in retraining.

As France is one of the world leaders in terms of production, consumption and export, this programme was designed to be highly international in scope. Its objective is to provide our students with the skills and knowledge necessary to exercise responsible functions in the wine sector.

All our programs are highly specialised and professional, allowing students to be directly operational in companies.

Would you like to know more about the Wine Marketing and Management program?
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The Courses

The courses listed below are examples only and may vary slightly depending on the campus. The content of the courses is adapted each year to market developments and is updated before the start of each new school year.

1st year Courses


Business Game

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.

Professional Technical Workshops and Personal Management

  • 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.

Business skills 

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.

Trade conferences

Presentation of the professions in the sector by professionals.


Budget management and management charts

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.

Business plan and setting up a company

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.

Corporate strategy

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.

Business english / toeic 

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

Management Information Systems

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.


Legal aspects of the wine and spirits sector 

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.

International Marketing

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.

International trade in wines and spirits

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.

Key players in the wine and spirits sector

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.

International purchasing and logistics in the wine and spirits sectors

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

Banking law and techniques

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.

Wine and spirits distribution network

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.

2nd Year Courses


Professional technical workshops and personal management

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.

Computerised management tools

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

 Business conferences

Presentation of the professions in the sector by professionals.


International Marketing

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.

Management and corporate strategy

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.

Retail practice

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

Creating and launching new brands in the current context

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

Strategic management of wine shops

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

Succeeding in the world of hospitality and wine bars

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

International advertising

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.

Financial management

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.


A comparative approach to legislation in the wine sector

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.


New strategies for prospecting and promotion at trade fairs

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

Design and packaging

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

Developing foreign markets

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).

International negotiation

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.

Wine tasting

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.

Big Data in the wine sector

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…

E-commerce, e-marketing, m-commerce 

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 and the wine trade

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

The course content is adapted each year and updated before the start of the new school year

2 start dates per year and varying study rhythms

There are two openings per year, in February/March and September/October. To check the opening of each intake, contact the admissions department directly.

The pace of the course may differ from campus to campus and depending on whether the course is carried out under an internship agreement (initial) or a professionalization/apprenticeship contract (continuing).

The work-study contract must be signed for a period of 12 months (MSc 2), 24 months (MSc1 + MSc 2) or 18 months for the staggered start of March (continuation of studies in MSc2).

students during a wine tasting

Career opportunities after an MSc in Wine Marketing & Management

  • Regional export manager
  • Product manager
  • Buyer
  • Marketing Manager
  • Brand ambassador
  • Wine tourism manager
  • Sales Manager
  • Communication manager
  • Area Manager

Consult our detailed job descriptions here.

What business skills are developed?

The objectives in terms of skills are to be able to:

  • Definition of the marketing strategy and proposal of an innovative offer;
  • Define and implement the business development plan;
  • Manage and implement communication and digital marketing actions;
  • Manage a marketing and sales team;
  • Implement and manage the marketing and management strategy in the wine and spirits sector

This program delivers the professional certification of ” Marketing and Business Strategy Manager ” level 7 (EU), NSF code 312, delivered by Inseec MSc (CEESO, CEERA, CEFAS, MBA INSTITUTE), registered under number 34806 in the RNCP (National Directory of Professional Certifications).

For more details, please consult the online repository: https: //

The certification is issued by capitalization of the totality of the blocks of competences. Each competency of a block must be validated to validate the block of competencies. Partial validation of a block is not possible.


This certification is accessible through the Validation of Acquired Experience.

The Validation of Acquired Experience (VAE) – INSEEC

What are the teaching methods?

Teaching methods

  • Lectures and interactive courses
  • Situational exercises through collective or individual case studies carried out by the students
  • Conferences, seminars and educational visits

Evaluation methods

  • Individual or group case studies
  • Individual and group oral presentations
  • Individual and group files

Methods and tools

  • The evaluation methods are face-to-face, in the form of continuous assessment or final exams in the form of mid-term exams.


The OMNES Education Group pays particular attention to the societal environment, including the disability dimension. Indeed, we believe that students with disabilities should not have any problems in pursuing their studies and starting a professional career. We accompany them to facilitate their access to the premises, offer them personalized advice as well as adapted accommodations throughout their school career.

Accessibility of premises: all our campuses are accessible to people with disabilities.

To learn more about the OMNES Education Group’s disability policy, click here.

Contacts for disability referents by campus:
Bordeaux : Maxime DOUENS –
Lyon : Anissa GASMI –
Rennes : Laura LE CALVEZ –
Paris : Farid HAMAD –
Chambéry : Clément BERTACCO –

What is the 2024/2025 tuition to enter the program?

Initial training:

  • Entry in MSc1 : €11950
  • Direct entry in MSc2 : €15600
  • MSc1 + MSc2 : €27550


  • Training 24 months : €25900 HT
  • Direct entry in MSc2 : €15950 HT


  • VAE : €4200 HT
  • VAP : €850 HT

International student pack: Mandatory contribution of €490 in addition to the tuition fees indicated above for exclusive support services for international students not coming from the European Union.

What kind of financial aid is available?

INSEEC offers several financial aid schemes:

key numbers for the programme wine marketing & management


Success rate – Class of 2022


Overall satisfaction rate – Class of 2022


Bandeau de la conférence de Namratha Prashanth alumni INSEEC
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Updated 7 February 2024