Une formation internationale pour maîtriser la filière du vin
100% Anglais

This Master of Business Administration in Wine Marketing & Management (marketing et management du vin) welcomes students from diverse backgrounds (university or management school graduates), but also professionals from the wine industry or world of viticulture.

This program has a strong international orientation, as France is the leading producer, consumer and exporter of wine.

The objective of this program is to equip the students with the business and technical skills in order to work as highly qualified executives in the wine sector.

Firmly based in the professional world, this program will enable the students to master the necessary methods and tools for the management of a 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.

Ce programme en marketing et management du vin délivre le titre de Manager Marketing et Commercial, certification de niveau I, enregistrée au RNCP -code NSF 312n- par arrêté du 6 mai 2015 publié au J.O. du 27 mai 2015
Cette certification est accessible par la VAE.
gerard-SPATAFORA

GERARD SPATAFORA
Directeur de programme

«  At the Internet age when consummers instantly exchange on social networks thanks to their mobiles, the MBA Wine Marketing & Management meets the changing needs of the wine trade numerous actors. An accelerated training in English to students from all around the world with a thoroughful selection of teachers, lecturers and professionnals providing education as close as possible to the realities of the business.

Join us, and enter the ever growing international network already counting more than 10 promotions, gathering former students deeply committed to the wine business.  » 

Daniel

DANIEL MENACHO
Directeur de programme

« The world of wine is becoming increasingly international with over 43% of all wine consumed in another country than where it is producted. It’s indeed no surprise that the wine industry provides more beverage career opportunities for wine professionals than ever before !

Our team of experienced teachers offers real life based education supported by comprehensive case studies in close collaboration with our large network of formers students, wholesalers, importers, distributors and retailers all around the world. Our aim is to educate, train and stimulate the future manager’s careers to become the key actors of tomorrow’s global wine industry. Their achievement is our goal. »

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INSEEC U. s'engage à ce que la collecte et le traitement de vos données effectués à partir de ce site, soient conformes au Règlement général sur la protection des données (RGPD) et à la loi Informatique et Libertés.
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Télécharger la brochure d’information


INSEEC U. s'engage à ce que la collecte et le traitement de vos données effectués à partir de ce site, soient conformes au Règlement général sur la protection des données (RGPD) et à la loi Informatique et Libertés.
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Être rappelé(e) gratuitement


INSEEC U. s'engage à ce que la collecte et le traitement de vos données effectués à partir de ce site, soient conformes au Règlement général sur la protection des données (RGPD) et à la loi Informatique et Libertés.
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Détails du programme MBA Marketing et Management des Vins

Ce programme est entièrement dispensé en anglais.

CORE COURSES

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

AN IN-DEPTH APPROACH TO CONSUMER BEHAVIOUR

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

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.

DISTRIBUTION POLICY

Learn the different trends, economic, cultural    or    legal,    affecting    distribution.
The major    players    of    distribution.
Chain-store brands, the new channels of distribution.

INTERNATIONAL ADVERTISING

This course will cover the following key aspects:

  • The sources of information.
  • The roles played by all the players in international advertising (advertisers, agencies, media, consumer lobbies).
  • Global trends affecting advertising today and tomorrow (political, economic, technological, socio-cultural, etc).
  • The various socio-cultural and management factors that have to be taken into consideration when researching, planning and implementing international advertising campaigns.

FINANCIAL MANAGEMENT

Choices regarding investment and financial mean.
Financial analysis and financial information: knowing the users and the sources of information, mastering the tools of financial analysis.
Business plan.

SPECIALIZED COURSES

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

INTERNATIONAL STRATEGY OF THE BRANDS IN THE WINE SECTOR

  • Consolidating and evaluating brand strategy

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

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)

INTERNATIONAL NEGOTIATION

To know and master the different negotiating techniques according to the cultural context. To negotiate with a winwin approach. To know the personality of the buyers. To know the behavior of the main players in negotiations.

OENOLOGY

The following aspects will be dealt within this course: the techniques linked to chemistry and biochemistry; vinification methods and the ageing of the wines; chemical and sensory analysis; quality and traceability in wine firms.

WINE TASTING

The different steps of the tasting process (visual, olfactory and gustative). Tasting certainly implies a methodology of the sensory analysis but also offers the pleasure of using words to describe this wonderful product.

BIG DATA IN THE WINE BUSINESS

Thanks to “smart data” we have more data at our finger tips to help us in whatever part of the wine industry.
Understanding Metrics, analysis, Data, visualization will make our business Data driven towards customer’s satisfaction.

E-COMMERCE, E-MARKETING, M-COMMERCE

Everywhere in the world direct to consumer wine shipping is booming! It is not a trend anymore but a customer need. You will learn how to drive future growth in online wine sales.

DIGITAL STRATEGY & WINE BUSINESS

Digital strategy & marketing insight; producer’s digital strategy; consumers data & mobile commerce.

Calendrier

RENTRÉE D'OCTOBRE

Cours en rythme alterné (6 mois)

Octobre à Mars
3 jours de cours / 2 jours en entreprise par semaine

Entreprise pendant 6 mois à temps plein

De mars à août

Soutenance du mémoire professionnel

En août

RENTRÉE INVERSÉE (MARS)

SEMINAIRES DE RENTREE

Mars / 3 jours de cours pas semaine

ENTREPRISE EN TEMPS PLEIN (5 MOIS)

D’avril à Octobre/ 5 jours par semaine

COURS EN RYTHME ALTERNE (6 MOIS)

Octobre à Mars

3 jours de cours / 2 jours en entreprise par semaine

Soutenance du mémoire professionnel

Mars

Les opportunités de carrière après le MBA Wine Marketing & Management

INSERTION PROFESSIONNELLE

Ce programme spécialisé prépare à des fonctions variées au sein des services commerciaux, export, marketing, achat, communication et exploitation…

Chef de produit

Chef de secteur

Directeur des ventes

Responsable oenotourisme

Responsable marketing

Acheteur

Responsable export