MSc Marketing and Management of Spirits

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 business person?

Internal and external communication skill; managing your priorities and deadlines; organization and time management skills; how to be a great listener, writer and speaker; effective sales techniques; effective group dynamics and project management skills; understanding 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 gives on in-depth presentation of the main wine and spirit businesses around the world. Global approach of wine and spirits world markets, knowledge of wine and spirits environment. Approach of consumer’s pattern analysis. Integration of the specificities of wines and spirits in marketing strategies. Strategic marketing tools and wines strategies. Presentation of updated forecasts on the wines and spirits world markets.

Presentation of the main markets of wines and spirits in the world (UK, US, germany, benelux, italy, spain, asia). Incoterms and means of payment, financing of export contracts. Define the conditions of 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 tool specific to the purchasing strategy. Obtaining the best conditions of quality and cost for dry materials (corks, bottles, labels, plastics, wood). Set up a logistics circuit. Manage financial risks, including currency risk. Study of documentary credits and financial guarantees. Timely delivery of wine and spirits, including costs and security.

Analysis of the main markets of the western european union, the USA and asia. Trends and forecasts (IWSR). Focus on specific markets. The key participants of the distribution: wine merchants, mass distribution, hospitality/restaurants. Specificities of the distribution of bordeaux grands crus classés.

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

Practical seminars aimed at facilitating the integration of the student into professional life:

– Company visits; information technology and the multimedia (excel, power-point applications); performance building and individual coaching (practical exercises): preparing a professional “résumé”.

– Recruitment methods; public speaking; negotiation techniques; conferences on current topics and issues.

These workshops will be carried out in collaboration with

Our partners (wine merchants, growers, wine associations, appellation associations).

Presentation of the professions in the sector by professionals.

This course prepares students to history of distillation and alcoholic beverages; A brief history of the main categories: whisky, brandy, vodka, rum, soju; raw materials: water, corn, grapes, wheat, rice, potatoes; origins, usage versatility; distillation: column vs. Pot stills, distillation basics; and, filtration, blending, ageing bottling, and shipping.

Students will practice in tastings of the main categories (white spirits, brown spirits, liqueurs and specialties);

Courses on the versatility of spirits (straight, mixed, food pairing); and, visit whisky distilleries, cognac companies and vodka producing units.

Spirit and cocktail masterclasses with spirit specialists and world class bartenders.

Defining the various roles played by the key players in sources of information and media press.

How to communicate efficiently.

Topics include: sources of information and key players in international advertising (advertisers, agencies, media, consumer lobbies);

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

Socio-cultural and management factors that have to be taken into consideration when researching, planning and implementing international advertising campaigns.

Topics include: integrating a strategic approach to long term development, formulating a global company diagnostic and assessing capacity for change in a fast moving environment;

Making a global diagnosis of a firm and its environment while taking into consideration its capacity to adapt to changes;

Analyzing and understanding structural problems linked to establishing a strategic plan; and, pinpointing the identity of an organization and analyzing the components of the company culture.

Choices regarding investment and financial means;

Financial analysis and financial information – to know theusers, the sources of information; mastering the tools of financial analysis; financing the assets, the production tools and the marketing development; and, COGS, overheads and marketing – aiming at optimizing the gross and the net margins

This course introduces legislation inside and outside of europe, rules governing the sale and presentation of products; the naming of wines; the brand, its labelling and its promotion; administrative constraints; product licensing, contracts and control of brand image; protection of intellectual property; combating counterfeit and parallel imports; international regulatory and tax environment; and, communication compliance.

From independent agents to fully owned stores, how to control distribution and maximize distribution margins. Topics include: logistics and e-business;

Distribution and logistics strategy; customs and wine transport; specifics linked to purchasing in the wine business; and, the role of spirits merchants.

The purpose of this course is to master different negotiating techniques according to the cultural context and learn to negotiate with a win-win approach. The course introduces students to the different negotiation techniques with an eye to the cultural context (europe, USA, north africa, asia and latin america). Participants learn how to use a win/win approach and appreciate the importance of gaining a sound knowledge of the profile of buyers. The course also stresses the importance of learning and analyzing the key points needed to succeed in negotiation.

This course investigates the dynamics of human behavior and how it relates to decision-making. It helps gain understanding of consumer trends in order to better define target markets. It will explore attitudes: from sipping alone to social drinking, from medical benefits to adverse effects, from taste enjoyment to purposeful drinking. The bright and the dark sides of the spirits industry will also be explored. Other topics: social status and consumption of spirits; the versatility of spirits (straight, mixed, pairing with food); offering; by leading brands in each category and the renewal of the offering.

Topics include: managing creativity and innovation; insights into existing and emerging markets; international brand positioning and competitive analysis; market entry strategies, brand development and international pricing strategies; consolidating and evaluating brand strategy; guiding the relationship between brands and consumers; brand building strategy; and, mergers and acquisitions in the spirits industry.

This course looks at how to conquer the local store and bar (street marketing), as well as how to conquer national retailers – offerings and negotiations. Using technology to organize, automate and synchronize business processes.

Topics include: managing a brand; brand image;

Brand attributes; brand personality – values, benefits and identity; brand development and brand creation; brand extension (vertical/horizontal); marketing tools – advertising, communication, design and packaging, promotions, public relations; and premiumization; ecofriendly attitude; regional vs. International brands; tailormade products.

Assessing the feasibility of a new product. It analyses new product development and the launch process; identification of the opportunities; sequencing and planning launches; financial and P&L aspects; and, production and launches.

This course studies the different trends (economic, cultural or legal) affecting distribution; chainstore brands, and the new channels of distribution (internet). It analyses: strategies for distribution – from independent agents to fully owned stores (how to control to work in free trade or controlled distribution. It also reviews the current situation in the leading markets and consequences on distribution.

This course prepares students to understand different types of studies: surveys, qualitative studies, explanatory, predicative and causal studies, descriptive studies.

Topics include: brand strategy; visual identity; design and packaging; industrial design; sales and marketing architecture.