Bordeaux International Wine Institute

Programs in Wine Marketing and Management

WORKSPACES

Applicants Students Alumni Companies

• Presentation
  • The School
  • Bordeaux
  • The INSEEC Group
  • INSEEC MBA Programs
• MBA Program
  • MBA Program
  • Teachers
  • Academic Council
• Executive Short Program
  • Executive Short Program
• Careers and Internships
  • Internships
  • Professional projects
  • Thesis
• BIWI Live

Bordeaux Wine Institute - MBA Program

This program, with a strong international orientation (all the courses taught in English) welcomes students from diverse academic backgrounds (commerce, universities, engineering, etc.) as well as professionals from the world of viticulture.

Each year, the MBA Wine Marketing & Management greets students from five continents.

Courses

The Internationnal Wine Economy

Examining the international and French wine sectors, the business of wine.

International Marketing

Understanding the fundamental principles which govern marketing activities in a global environment.

Management and Company Strategy

Integrating a strategic approach to long term development, formulatingaglobalcompanydiagnosticandassessing capacity for change in a fast moving environment.

Marketing Studies and Research

Understanding different types of studies: surveys, qualitative studies, explanatory, predicative and causal studies, descriptive studies.

Launching and Managing New Products

How product directors manage and launch new products.

Merchandising

Evaluating different types of merchandising; consumer behavior as the keystone of merchandising; quantitative analysis of a line: optimization, value, reasons to set up, product range.

Direct Marketing and Sales Promotion

Formulating a direct communication strategy, understanding different types of media, stimulating product demand and improving product availability.

Financial Management

Choices regarding investment and financial means. Financial analysis and financial information: to know the users, the sources of information. Mastering the tools of financial analysis.

Logistics and Purchasing

Logistics and e-business, distribution and logistics strategy, customs and wine transport, specifities linked to purchasing in the wine business, the role of wine merchants.

International Negociation

Mastering different negotiating techniques according to the cultural context. Negociating with a win-win approach.

Professional Workshops: Wine Growing, Oenologie, Wine Tasting

Wine Tour

Specializations (wine in Bordeaux / spirits in London)

Lauching and Managing New Products

Assessing the feasibility of a new product. New product development and the launch process.

International Brand Strategy

Consolidating and evaluating brand strategy; guiding the relationship between brands and consumers, brand building strategy.

An In-deth Approach to Consumer Behaviors

Understanding consumer trends in order to better define target markets.

Distribution Policy

Evaluating different trends, economic or cultural or legal, affecting distribution; chainstore brands, the new channels of distribution (internet).

Media Press Relations and Communication

Defining the various roles by the key players in international advertising (advertisers, agencies, media, consumer lobbies). Developing awareness of the global trends affecting the advertising of today and tomorrow.

Packaging Desing

Brand strategy, visual identity, design and packaging, industrial design, sales and marketing architecture.

Development of Foreign Markets

To familiarize students with all aspects of international markets.

A Comparative Approach to Legislation Affecting the Wine or Spirits Industry

Legislation inside and outside of Europe, rules governing the sale and presentation of products, the naming of wines, the brand or its labelling and the promotion of the product, administrative constraints.

The Champagne Market: Brand and Strategy (Bordeaux only)

Mergers and Acquisitions in the Spirit Industry (London only)

Internship

Before graduate, students are going on 5 months field internships.

Some internships

- Communication Assistant at Syndicat des Grands Crus Saint Emilion
- Sales and Marketing at Globus Wine Company in Shangaï
- Assistant Product Manager at Champagne Moët et Chandon
- Store Manager at Glengarry Wines in New-Zeland

Thesis

Some subjects :

- Difficulties, keys of success and future prospects in an emerging market
- Is Russia a long-term and stable market for Cognac?
- The future of French wines in the chinese market
- The Indian wine revolution
- How to convert a visitor into a buyer?

---

• Tuition Fees

---