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.
GERARD SPATAFORA
Program Director
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.
This program is entirely taught in English.
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.
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.
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
To understand the typology of studies: surveys, qualitative studies, explanatory, predicative and causal studies, descriptive studies.
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
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
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
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
Wine growing
Oenology
Wine tasting
Wine tours
How Product Directors manage and launch new products.
Consolidating and evaluating brand strategy
Guiding the relationship between brands and consumers, brand building strategy
The objective of this course is to understand consumer trends in order to better define marketing targets.
The different trends, economic, cultural or legal, affecting distribution
The major players of distribution
Chain-store brands, the new channels of distribution (internet)
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
Brand strategy
Visual identity
Design and packaging
Industrial design
Sales and marketing architecture
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)
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
This MBA trains students to work in multiple functions within sales, export, marketing, purchasing or communication departments… It offers the opportunity to:
