MSc Spirits Marketing & Business Development

The objective is to acquire key skills in terms of budget management and reporting. The emphasis will be placed in particular on budget architecture, with the implementation of summary documents, project management control and its link with budget management, the execution and management of dashboards

• Perfect comprehension and communication techniques in the English language in a professional context and applied to the sector. Learners may be required to take the TOEIC, depending on their host campus.

This seminar is focused on a negotiation in an international context. It will be necessary to take into account the cultural dimension and define its impact in an international negotiation. The negotiation is focused on the sales process through a role-playing game.

This module aims to deepen the skills of learners in IT to meet the demand of companies in terms of budget or commercial monitoring, project management, personnel management and communication with notably Excel, Word, Powerpoint and team work tools. It aims to be efficient with office tools, quickly identify and correct errors, customize existing tools or create your own tools.

This module allows learners to improve their CV and their posture, notably through simulations (business game, professional simulation, speaking, etc.); practical and professionalizing workshops (CV, professional social networks, coaching, etc.) as well as professional and master class conferences.

This module allows initially to integrate the approach of the business strategy: from the analysis of customer needs, the structure of markets to the dynamics of competitors to identify opportunities and threats in the environment. It also aims to learn how to create a Business Plan or business plan: from the design of a costed project for business creation or development.

This certification allows wine managers to demonstrate their knowledge and skills from a technical point of view. 

Distribution and retail distribution (retailing) now complement digital marketing and ecommerce, it is nevertheless an essential facet in order to continue attracting consumers at physical points of sale.

This module allows learners to dive into real or fictitious business cases and to practice marketing strategy, operational marketing, communication plan as well as peer exchanges in order to progress.

• Apply SQL skills to analyze real-world datasets, using complex queries, joins and subqueries.
• Analyze customer data and campaign results to improve marketing strategies, using CRM tools and marketing automation for segmentation, targeting and personalization

The fundamentals of marketing apply to the wine and spirits sectors, so this seminar is an opportunity to put theories into perspective in relation to the practices of companies in the sector. Numerous implementations are proposed in order to progress in the launch of a range or a new product, in the proposal of a collaboration or even in the elements of an optimal phygital distribution.

These masterclasses are an opportunity to bring in experts on emerging or cutting-edge topics in the wine and spirits sector.

• Apply skills to create, format and manipulate data in Google Sheets, using more complex functions and formulas.
• Learn the principles of prompt engineering and its impact on AI responses.
• Learn the principles of message engineering and their impact on AI responses.

If digital marketing and e-commerce are now widely adopted by wine and spirits companies, it is nevertheless necessary to know how to maintain a high level of requirement and a “memorable” experience like the physical experience in a point of sale. How to (re)create this online experience? Which integrated performance indicators? Which tools and techniques adopted on the CRM? What about social commerce? These questions will be addressed throughout this seminar.

Mastering the strategy and actions of both marketing and communication related to events is imperative. This module therefore allows learners to become real event project managers and in a sustainable perspective.

Consumer behaviour applied to the wine and spirits sector allows a market to be better studied, to better define its target and therefore to propose the most relevant strategy. The social, cultural and maturity characteristics of consumers are studied as well as the study of consumer behavior at a point of sale or in a specific consumption context.

Logistics and supply chain are now a central service in order to gain efficiency and develop a company’s sales. Applied to the wine & spirits sector, logistics and supply chain can no longer be ignored, this module allows understanding the added value of this department.

WRITTEN EXAMS
DEFENSE

This course will allow learners to understand the specificities of wine and spirits consumer behavior and master the keys to a successful customer experience. They will thus be able to analyze customer needs, create memorable experiences and improve the performance of brands.

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.

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

• Allow learners to know the expectations of the applied research thesis.
• Formulate an issue, build a review of the literature, choose the methodology of the study, issue recommendations.

• The new communication levers: Internet (web 2.0 and 3.0, social networks, e-mailing, podcasting).
• E-reputation and brand protection on the Internet.
• This module allows learners to develop an effective e-commerce strategy for wine and spirits brands.

This module will allow students to master the workings of distribution and develop an optimal strategy for routing products to customers. Learners will be able to choose the relevant distribution channels, manage relationships with intermediaries and define an effective retail policy.

• Understand the issues by analyzing the fundamentals of marketing, communication and press relations in the wine and spirits sector.
• Mastering tools by implementing digital techniques, press relations and storytelling to build effective communication.
• Develop a global strategy by creating a strong image, managing reputation and forging lasting links with the media and influencers.

This module allows learners to understand the specific issues and challenges of the purchasing and supply chain function in the wine and spirits sector.

Develop a data-driven CRM & Marketing approach to increase customer satisfaction and generate tangible results.

This module will allow learners to acquire a thorough understanding of the legal issues of brand management in the wine and spirits sector.

From performance analysis to strategic vision, this module allows you to drive the company’s profitability, build a long-term strategy and make the right decisions to ensure its sustainable growth in the wine and spirits sector.

Through a common thread project, learners will be able to implement the skills acquired over the year. These are therefore practical workshops applied to the wine and spirits sector.

Seasonality, diversity of professions, transmission of traditions, attractiveness and retention of talent in a competitive sector are the major challenges today.

Learners will be able to conduct complex and sensitive negotiations in the international context of wine and spirits, preserving interests and brand image.

Inspiring meetings with professionals, a thorough exploration of luxury themes and an environment conducive to networking and personal development

Learners develop sensory expertise and precise vocabulary to describe complex wines, and explore the advanced aspects of winemaking, ageing, and food & wine pairings.

Detailed exploration of Californian wine regions, grape varieties and styles.

This module allows learners to acquire the necessary skills to develop an effective marketing strategy in the historical export market. They explore the characteristics of this market, analyze the competition and customer needs and build a tailored marketing action plan.

• Analysis of markets such as China or India and understanding of the specific challenges related to them.
• Local particularities, environmental issues and monopoly requirements are all factors to be taken into consideration.

Written exams
Thesis defense