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Programme M2 Wine Marketing and Management


Présentation Détail des cours Projets, Stages, Parcours Pro.

Objectives :

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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.


Bordeaux International Wine Institute
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
  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

 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
 
  • 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?
AGENDA
La presse en parle
Présentation
L'école
Campus à Bordeaux
Les Professeurs
Le Comité de Perfectionnement
Frais de scolarité
Le Groupe INSEEC
Bachelor Vins & Spiritueux
Bachelor en Commercialisation des Vins & Spiritueux
MBA Wine Marketing Management
Programme MBA 1ère année (Niveau M1 Bac+4)
Programme MBA 2ème année (Niveau M2 Bac+5)
Carrières & Entreprises
Stages et Expériences Professionnelles
Projets Professionnels
Thèses d'Etudiants
En direct du BIWI

Espace Candidats
Intranet Etudiants
Intranet Diplômés
Espace Entreprises

Documentation
Candidature en ligne
Intégrer le BIWI

Contacts
Contacts Bordeaux International Wine Institute
Groupe INSEEC
Bordeaux International Wine Institute - Programmes Bachelor & MBA spécialisés in Wine Marketing and Management - Groupe INSEEC.
Le Bordeaux International Wine Institute est un programme de l'ECE Bordeaux - Groupe INSEEC, établissement d'enseignement supérieur technique privé.


Découvrez les autres écoles et programmes du Groupe INSEEC : INSEEC Business School - INSEEC Masters of Science & MBA - ECE École de Commerce Européenne
Paris Business College, INSEEC Bachelor - Sup Career - Sup de Pub - ESMI Ecole Supérieure des Métiers de l'Image - Bordeaux International Wine Institute (BIWI)
Sup Santé - Sup Social - Prépa Atout SUP - Concours PASS - International University of Monaco - INSEEC Executive, formation continue

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