An international program to manage the wine industry

This program, with a strong international orientation, welcomes students from diverse academic backgrounds (business schools, universities, engineering school, etc.) as well as professionals from the wine industry.

This MBA aims to equip our students with business and technical skills in order to work as highly qualified executives in the wine sector. Firmly based in professional world, it will enable the students to master the necessary management methods and tools.

EACH YEAR, THE MBA WINE MARKETING & MANAGEMENT GREETS STUDENTS FROM FIVE CONTINENTS.
gerard-spatafora

GERARD SPATAFORA
Program Director

MENACHO

DANIEL MENACHO
Program Director

The aim is to train operational executives who will have in-depth skills in the sector, both in the marking and technical fields.

The students who enrol in the program each year have very different profiles, and come from a dozen different countries (Americans, Chinese, Italians, Indians, Canadians etc.), but all wish to consolidate their theoretical knowledge through practical experience.

Today, more than ever, we can provide the appropriate solution for all these students, that is close to real company situations. The program combines periods of studies, where most of the teachers are professionals from the wine sector, and work placements.

Courses offered in the MBA Wine Marketing & Management

This program is entirely taught in English.

THE INTERNATIONAL WINE ECONOMY

This course examines the international and French wine sectors, the business of wine (knowing the market, the demand statistics, the control of the marketing activity), as well as the characteristics of supply.

INTERNATIONAL MARKETING

The objective of this course is to understand the principles which govern marketing activities in a global environment. The course covers international market entry, product launches, marketing strategies and promotion.
Students are expected to make presentations, analyze cases and develop international marketing business plan.

MANAGEMENT AND COMPANY STRATEGY

This course will cover the following:

  • Integrating the strategic approach in order to understand and prepare the long-term development of the firm

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

  • Analyzing and understanding structural problems linked to the setting up of a strategic plan

  • Pinpointing the identity of an organization and analyzing the components of the company culture

MARKETING STUDIES AND RESEARCH

To understand the typology of studies: surveys, qualitative studies, explanatory, predicative and causal studies, descriptive studies.

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

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

The following aspects will be treated:

  • Logistics and e-business

  • Setting up and partnership strategy

  • Distribution and logistics strategy

  • Customs systems

  • Storage and wine transport

  • Specificities linked to purchasing in the wine business

  • The role of wine merchants

  • The purchasing of related materials

INTERNATIONAL NEGOTIATION

  • To know and master the different negotiating techniques according to the cultural context

  • To negotiate with a win-win approach

  • To know the personality of the buyers

  • To know the behavior of the main players in negotiations

PROFESSIONAL WORKSHOPS

  • Wine growing

  • Oenology

  • Wine tasting

  • Wine tours

LAUNCHING & MANAGING NEW PRODUCTS

How Product Directors manage and launch new products.

INTERNATIONAL STRATEGY OF THE BRANDS IN THE WINE SECTOR

  • Consolidating and evaluating brand strategy

  • Guiding the relationship between brands and consumers, brand building strategy

AN IN-DEPTH APPROACH TO CONSUMER BEHAVIOR

The objective of this course is to understand consumer trends in order to better define marketing targets.

DISTRIBUTION POLICY

  • The different trends, economic, cultural or legal, affecting distribution

  • The major players of distribution

  • Chain-store brands, the new channels of distribution (internet)

MEDIA PRESS RELATIONS AND COMMUNICATION

  • Defining the various roles played 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 DESIGN

  • Brand strategy

  • Visual identity

  • Design and packaging

  • Industrial design

  • Sales and marketing architecture

DEVELOPMENT OF FOREIGN MARKETS

To familiarize students with all aspects of the international markets. By the end of the program, students will have a firm grasp of the potential of each national and regional market, of the major language, cultural, social and behavioral differences.
Three principal geographical zones will be examined:

  • the Asian markets

  • the European markets

  • the New World markets (North and South America, Australia, New Zealand, South Africa)

A COMPARATIVE APPROACH TO LEGISLATION AFFECTING THE WINE INDUSTRY

This course covers such areas as:

  • Legislation inside and outside Europe

  • Regulations pertaining specifically to the market (planting, reorientation of the production, market operations)

  • Rules governing the sale and presentation of products, the naming of wines, the brand or its labelling and the promotion of the product

  • Consumption and legislation regarding fraud

  • Agricultural, wine, business, consumer, international and European Union laws

  • Concrete cases which put the world of wine within its legal environment

  • Administrative constraints

Calendar

FALL INTAKE

Alternate rythm (6 months)

September to february
3 class days / 2 company days

Full-time internship: 6 months

March to july

Thesis

August

SPRING INTAKE

Alternate rythm (5 months)

February to June
3 class days / 2 company days

Full-time internship : 3 months

July to september

Thesis

September

Career opportunities after the MBA Wine Marketing & Management

PROFESSIONAL INTEGRATION

This MBA trains students to work in multiple functions within sales, export, marketing, purchasing or communication departments… It offers the opportunity to:

Product Manager

Sector Manager

Wine Sales Representative

Wine Tourism Manager

Marketing Director

Wine Merchant or Wine Purchaser

Export Manager