MSc Wine & Spirits & Customer Experience

MSc
Bac +3, Bac +4, Bac +5
September, February
Initial training, Apprenticeship
Bordeaux, Paris, Lyon
French / English, English
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The MSc Wine & Spirits Marketing & Customer Experience, a specialized expertise in the wine industry

“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 program lasting 1 or 2 years to specialize in wine

This program is available at our campuses in Bordeaux, Lyon, or Paris, offered in 100% English or 50% English / 50% French.

  • Hours1st year of MSc: 441 hours
  • Hours in2nd year of MSc: 441 hours

This MSc program welcomes students from diverse backgrounds (universities or business schools) as well as professionals from the wine industry or career changers.

Given France’s global leadership in terms of production, consumption, and exports, this program has been designed with a strong international focus. Its goal is to provide our students with the skills and knowledge necessary for leadership roles in the wine sector. All our courses are highly specialized and career-oriented, enabling students to be directly operational in the industry.

How to apply for INSEEC’s MSc Wine & Spirits Marketing & Customer Experience?

The conditions for access to the certification system (excluding VAE) are :

  • For entry into 4th year (MSc1): a level 6 RNCP qualification and/or 180 ECTS validated in a course equivalent to the field concerned.
  • For entry into 5th year (MSc2): a level 6 RNCP qualification and/or 240 ECTS acquired in a course equivalent to the field concerned.

The Executive program has specific prerequisites that take professional experience into account.

Would you like to know more about the Wine & Spirits Marketing & Customer Experience program ? Sign up for an Online Meeting!

Would you like to find out more about the admission requirements for Wine & Spirits Marketing & Customer Experience programme?

What are the courses in the Master of Science in Wine & Spirits Marketing & Customer Experience ?

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

PROFESSIONAL METHODS AND PRACTICES – 1ST YEAR

BUDGET MANAGEMENT AND DASHBOARDS

The objective is to acquire key skills in budget management and reporting. Emphasis will be placed on budgetary architecture, including the implementation of summary documents, project management control linked to budget management, and the creation and management of dashboards.

BUSINESS ENGLISH / TOEIC 

Enhance techniques for understanding and communicating in English within a broader context beyond business English. Students may be required to take the TOEIC depending on their campus of enrollment.

NEGOCIATION

This seminar focuses on negotiation in both national and international contexts.

It will notably consider the cultural dimension and define its impact in international negotiation. National negotiation will focus on the sales process through role-playing.

SOFTWARE & DECISION SUPPORT TOOLS

This module aims to deepen learners’ skills in IT to meet business demands in budget tracking, project management, personnel management, and communication. It covers Excel, Word, PowerPoint, and teamwork tools. The goal is proficiency in office tools, quick error identification and correction, customization of existing tools, and creation of new tools.

TOOLS & PROFESSIONAL METHODS

This module enables learners to enhance their CV and professional demeanor through various activities such as business games, professional simulations, public speaking exercises, etc. It also includes practical and professional workshops (CV writing, professional social networks, coaching sessions, etc.) as well as industry conferences and master classes.

BUSINESS STRATEGY & BUSINESS PLAN

This module first aims to integrate the approach of corporate strategy: from analyzing customer needs and market structures to understanding competitors’ dynamics to identify opportunities and threats in the environment. It also aims to teach the creation of a Business Plan: from conceptualizing a quantified project for starting or developing a business.

SPECIALISED COURSES

CAPSTONE CALIFORNIA WINE CERTIFICATION (Level 1)

This certification allows managers in the wine sector to demonstrate their technical knowledge and skills.

DISTRIBUTION POLICY & RETAILING

Distribution and retailing now complement digital marketing and e-commerce. However, they remain essential facets for continuing to attract consumers to physical retail locations.

BUSINESS SKILLS

This module allows learners to immerse themselves in real or fictional business cases and practice marketing strategy, operational marketing, communication planning, as well as peer exchanges to make progress.

DATA ANALYSIS – CRM & MARKETING

Applying SQL skills to analyze real-world datasets involves using complex queries, joins, and subqueries. Analyzing customer data and campaign results to enhance marketing strategies requires utilizing CRM and marketing automation tools for segmentation, targeting, and personalization.

STRATEGIC & OPERATIONAL MARKETING

The fundamentals of marketing apply to the wine and spirits sectors, and this seminar provides an opportunity to align theories with industry practices. Numerous practical applications are offered to advance in launching a product line or new product, proposing collaborations, and optimizing elements of phygital distribution.

MARKET FOCUS

These masterclasses provide an opportunity to bring in experts to discuss emerging or specialized topics within the wine and spirits sector.

NO CODE STRUCTURATION DE LA DATA ET GENAI : PROMPT ENGINERING

To apply skills in creating, formatting, and manipulating data in Google Sheets using more advanced functions and formulas. Learn the principles of prompt engineering and how it influences AI responses.

DIGITAL MARKETING & E-COMMERCE

While digital marketing and e-commerce have become widely adopted in the wine and spirits industry, maintaining a high level of excellence and delivering a memorable experience akin to physical retail remains crucial. How can this online experience be (re)created? What performance indicators should be integrated? Which tools and techniques should be adopted in CRM? What about social commerce? These questions will be addressed throughout this seminar.

EVENT MARKETING & COMMUNICATION

Mastering both the strategy and actions of marketing and communication related to events is imperative. This module enables learners to become proficient event project managers with a sustainable perspective.

CONSUMER BEHAVIOR & CUSTOMER EXPERIENCE

Studying consumer behavior in the wine and spirits sector allows for a better understanding of the market, more precise target definition, and the proposal of the most relevant strategy. This involves examining the social, cultural, and maturity characteristics of consumers, as well as studying consumer behavior in retail settings or specific consumption contexts.

LOGISTICS & SUPPLY CHAIN

Logistics and supply chain management have become central services for enhancing efficiency and driving sales in companies. Applied to the wine & spirits sector, logistics and supply chain can no longer be ignored. This module helps understand the added value of this department.

2nd Year Courses

MARKETING STRATEGY & CUSTOMER EXPERIENCE-2ND YEAR

CONSUMER BEHAVIOR & CUSTOMER EXPERIENCE APPLIED TO WINE & SPIRITS

This course will enable learners to understand the intricacies of consumer behavior in wines and spirits and master the keys to successful customer experience. They will be equipped to analyze customer needs, create memorable experiences, and enhance brand performance effectively.

MARKETING STRATEGIES & MANAGEMENT

Mastery of key marketing and management tools and concepts applied to the wine and spirits sectors. Learners will be able to develop effective marketing strategies, manage teams, and drive brand performance.

MARKETING & INNOVATION

This module will cover the skills needed to develop and launch innovative products in the wine and spirits sector. Ultimately, learners will understand market trends, create disruptive business models, and master digital marketing tools.

APPLIED RESEARCH THESIS

Empowering learners to understand the requirements of an applied research thesis. Formulating a research question, constructing a literature review, selecting study methodologies, and making recommendations.

CUSTOMER EXPERIENCE MANAGEMENT

DIGITAL STRATEGY & E-COMMERCE

The new communication channels: Internet (web 2.0 and 3.0, social media, email marketing, podcasting). Online reputation management and brand protection on the Internet. This module enables learners to develop an effective e-commerce strategy for wine and spirits brands.

DISTRIBUTION STRATEGIES APPLIED TO WINE & SPIRITS

This module will enable students to master the intricacies of distribution and develop an optimal strategy for delivering products to customers. Learners will be capable of selecting relevant distribution channels, managing relationships with intermediaries, and defining an effective retail sales policy.

MARKETING, COMMUNICATION & PUBLIC RELATIONS

Understanding the challenges by analyzing the fundamentals of marketing, communication, and public relations in the wine and spirits sector. Mastering tools through the implementation of digital techniques, press relations, and storytelling to build effective communication. Developing a comprehensive strategy by creating a strong image, managing reputation, and building lasting relationships with media and influencers.

PROCUREMENT & SUPPLY CHAIN MANAGEMENT

This module enables learners to understand the specific challenges and issues of procurement and supply chain management in the wine and spirits sector.

LOYALTY & PERFORMANCE

CRM MARKETING

Developing a CRM & data-driven marketing approach to enhance customer satisfaction and generate tangible results.

BRAND MANAGEMENT & LEGAL ISSUES

This module will enable learners to gain a comprehensive understanding of the legal issues related to brand management in the wine and spirits sector.

FINANCIAL MANAGEMENT & STRATEGIC PLANNING

From performance analysis to strategic vision, this module enables the management of company profitability, the development of long-term strategies, and making informed decisions to ensure sustainable growth in the luxury and fashion sectors.

ACTION LAB

Through a “red thread” project, learners will be able to put into practice the skills they have acquired throughout the year. These are practical workshops applied to the wine and spirits sector.

TEAM MANAGEMENT & AGILITY

TEAM & TALENT MANAGEMENT APPLIED TO WINE & SPIRITS

Seasonality, diversity of professions, passing on traditions, attracting and retaining talent in a competitive sector are today’s major challenges.

NEGOCIATION

Learners will be able to conduct complex and sensitive negotiations in the international wine and spirits context, while safeguarding the brand’s interests and image.

MASTER CLASS

Inspiring meetings with professionals, in-depth exploration of luxury themes and an environment conducive to networking and personal development.

TEAM MANAGEMENT & AGILITY

DEGUSTATION & OENOLOGY

Learners develop sensory expertise and a precise vocabulary for describing complex wines, and explore advanced aspects of winemaking, aging and food & wine pairing.

CAPSTONE CALIFORNIA WINE CERTIFICATION (NIVEAU 2)

A detailed exploration of California’s wine regions, grape varieties and wine styles.

HISTORICAL EXPORT MARKETS

This module enables learners to acquire the skills needed to develop an effective marketing strategy in the historic export market. They explore the characteristics of this market, analyze the
and customer needs, and build an appropriate marketing action plan.

EMERGING MARKETS & MONOPOLIES

Analysis of markets such as China and India, and understanding of their specific challenges. Local peculiarities, environmental issues and monopoly requirements are just some of the factors to be taken into consideration.

EXAMS & SUPPORT

Written examinations
Dissertation defense

Build Your Career – Marie-Charlotte MARION


What are the start dates and 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 (MSc2) or 24 months (MSc1 + MSc2).

To find out the duration of the contract for our Spring intake, please contact the Admissions Department of the campus that interests you.

Inseec

What career opportunities are there after an MSc in Wine & Spirits Marketing & Customer Experience?

  • Chief Customer Officer;
  • Chief Experience Officer;
  • Chief Marketing Officer;
  • Marketing Manager
  • Fan experience manager (Sport)
  • Guest relations manager (Hospitality Management)
  • Customer relationship manager (Luxury & Fashion)
  • Wine tourism mission director (Wines & Spirits)

Consult our detailed job descriptions here.

What business skills are developed?

The professional certification allows the preparation of the following blocks of competences:

  • Develop a customer-centric marketing strategy
  • Manage the operational implementation of the customer experience strategy
  • Designing and deploying loyalty levers to boost performance
  • Manage teams and federate around the customer experience concept in agile mode

In addition to these common blocks of skills, we have added the following optional sector block:

  • Coordinate and deploy customer experience marketing strategy in the luxury and fashion sectors

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.

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

Initial course:

  • Entry to MSc1: €11,950
  • Direct entry to MSc2: €15,600

Continuing education (alternation course) :

  • 24-month training: €25,900 excl.
  • Direct entry to MSc2: €15,950 plus VAT

In the case of work-study training, tuition fees are payable by the OPCO and the company signing the contract.

Do you have any questions about work-study programs or our school in general? See our frequently asked questions.

The VAE

  • VAE : 4 200 € HT
  • VAP : 850 € HT

This certification is accessible through the Validation of Acquired Experience.

The Validation of Acquired Experience (VAE) – INSEEC

What kind of financial aid is available?

INSEEC offers several financial aid schemes:

Key figures for RNCP n°34806 "Marketing and Sales Strategy Manager".

Training certification title for the 2022 / 2023 graduating classes

94%

National success rate
Class of 2023

96%

Presentation rate
Class of 2023

87%

Overall integration rate
Class of 2022

74%

Satisfaction rate at 6 months
Promo 2022

Disability

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 – mdouens@inseec.com
Lyon : Anissa GASMI – agasmi@inseec.com
Rennes : Laura LE CALVEZ – llecalvez@omneseducation.com
Paris : Farid HAMAD – fhamad@inseec.com
Chambéry : Clément BERTACCO – cbertacco@inseec.com

Marseille : Océane VALOTTI – ovalotti@omneseducation.com
Toulouse : Amanda MARNEIX – amanda.marneix@isct.fr

News

David Bartet, intervenant en Finance d'Entreprise à l'INSEEC
Updated 4 October 2024