Objectives :
This M2 welcomes students from diverse backgrounds (university or management school graduates), but also professionals from the wine industry. This program is offered in Bordeaux, the wine capital of the world, and has a strong international orientation. France is the leading producer, consumer and exporter of wine.
Firmly based in the professionnal world, this M2 program aims to equip student with the business and technical skills in order to work as highly qualified executives in the wine sector.
The following are the types of positions that our graduates will be trained for: regional export manager, product manager, purchasing manager, marketing manager, communication manager and manager of a wine firm.
 
JEAN-FRANCOIS LEY
Directeur du programme |
L’objectif est de former des cadres opérationnels qui seront dotés d’une double compétence sectorielle approfondie, à la fois dans le domaine commercial mais aussi technique.
Le M2 Wine Marketing & Management est dispensé en anglais, avec pour finalité de maîtriser les méthodes et les outils nécessaires à la gestion de la filière viti-vinicole. Il destine nos étudiants à des postes divers au sein des services commerciaux, export, marketing, achat, communication et exploitation...
La promotion accueille chaque année des profils très variés, provenant d’une douzaine de pays différents (Américains, Chinois, Italiens, Indiens, Canadiens...), qui souhaitent valider leurs acquis théoriques par une expérience professionnelle.
Aujourd’hui, plus que jamais, nous savons apporter à tous ces acteurs une réponse adaptée, proche des réalités de l’entreprise.
Le programme associe des périodes d’enseignement, où la majorité des intervenants sont des professionnels issus de la filière, et des périodes de stage en entreprise. |
CORE 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)
Projets, Stages et Parcours Professionnels
 STAGES ET 1re EXPÉRIENCE PROFESSIONNELLE DES ÉTUDIANTS DU PROGRAMME |
Mathieu LUNEAU
Développement commercial - SARL ROLLAND COLLECTION
Bertrand DEMONTOUX
Responsable commercial export - GROUPE JAILLANCE, N.Y. - États-Unis
Johanna DABRIGEON
Assistante de communication - SYNDICAT DU CONSEIL DES VINS DE ST EMILION
Camille LHOMMEAU
Responsable export Europe - GABRIEL MEFFRE
Thomas JOREZ
Assistant marketing et communication - CHÂTEAU PALMER
Gersendre DE MURARD
Assistante commerciale - CORDIER MESTREZAT GRANDS CRUS
Christine SCHARRER
Embauchée pendant son stage en tant que Responsable zone export Allemagne, Autriche, Suisse, Danemark - MAHLER-BESSE
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Guillaume CHAPALAIN
Chargé de communication pour les domaines Jean Michel Cazes et chargé de l’organisation des évènements autour de Thierry Marx
Gérard SPATAFORA
Internet Marketing Manager- MILLESIMA
Daniel VU
Export Manager, Domaine Chandon & Newton Vineyard en Californie - GROUPE LVMH
Melina BERTOCCHI
Développement communication - ASIANA EXPORT
Clémence FABRE
Assistante de communication - CIVB
Yuan WANG
Brand Ambassador Junior - LES VINS SKALLI
Gersende DE MURARD
Suivi de l’activité des commerciaux - CORDIER MESTREZAT GRANDS CRUS |
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| EXEMPLES DE TRAVAUX DE RECHERCHE RÉALISÉS PAR LES ÉTUDIANTS |
- What do French and Australian wines need to do to consolidate their positions of leaders on the chinese market?
- Strategy of Château Haut Grelot to be a success in United Kingdom
- How to seduce Millenium Generation in France?
- The future of French wines on the chinese market
- American baby boomers and their wine habits
- The Indian wine revolution-Is it for real?
- French wine-making industry
- The future of the wine promotion in France
- Chinese wine Marketing Strategy
- The InterSud creation and the « Sud de France » umbrella brand launching as vector of development for Languedoc Roussilon Wines
- Organic Wine in France
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- How to convert a visitor into a buyer?
- The future of Borderaux Wines in United States
- Bordeaux versus New World Wines in Asia: are their strategies adapted?
- The strategic launch of a caution brand
- Business Plan of a wine bar concept: The Frenchy
- Biodynamic and organic wine on the US market: the new trend?
- The Rosé: a new Eldorado for French wine?
- The current popularity of rosé globally and the opportunities for the New Zealand rosé in domestic and export market
- How can Australian wines succeed in the higher end on-trade in Europe?
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