WINE 7003 - Australian Wine in the Asian Century
North Terrace Campus - Trimester 2 - 2016
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General Course Information
Course Details
Course Code WINE 7003 Course Australian Wine in the Asian Century Coordinating Unit Adelaide Business School Term Trimester 2 Level Postgraduate Coursework Location/s North Terrace Campus Units 3 Available for Study Abroad and Exchange Y Prerequisites MARKETNG 7005 OR MARKETNG 7104 Course Staff
Course Coordinator: Mr Paul van der Lee
Lecturer: Paul van der Lee
Location: 10 Pulteney Street, Nexus Building (Room 1019)
Email: paul.vanderlee@adelaide.edu.au
Course website: www.myuni.adelaide.edu.au
Paul van der Lee has more than 20 years experience in the Australian wine industry, spanning commercial and industry organisation roles, including hands on sales and business development responsibilities for 20 export markets.
Paul has worked in the wine sector as chief executive for a medium-scale winery; as an independent wine business strategy consultant; as a senior economics and policy analyst for the Winemakers’ Federation of Australia; as an export business development manager for the South Australian Wine Industry Association; and as a Board member of the Australian Grape and Wine Authority (formerly Wine Australia Corporation).
In these roles he has:
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Coordinated distribution and marketing of Australian wine brands in export markets
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Researched factors impacting the wine value chain and commissioned market research into issues such as regional branding and the China market
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Led the development of three major wine sector strategic initiatives – Strategy 2025 (1996), The Marketing Decade (2000) and the Wine Restructuring Action Agenda (2010)
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Developed the programs for the national Wine Marketing Conference (1999-2005) and Wine Industry Outlook Conference (2010 and 2012)
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Developed and presented WineSkills workshops that enhanced the business capability of small wine businesses
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Undertaken consultancy as a wine marketing expert witness and for due diligence of wine business acquisitions
His qualifications include degrees in economics BEc (Hons), in politics (BA) and in marketing (BBus), and in 2012 he graduated from the Australian Company Directors Course (order of merit). He is currently a member of the Advisory Board for the 成人大片 Wine Future research network.
Course Timetable
The full timetable of all activities for this course can be accessed from .
Week Date Weekly Topic
VENUE all sessions
Room 9.01, Level 9 of NEXUS 10 building1 24 May 2016 Course introduction
1. Rise of Asian economies
2. Wine in Asia
Data sources, case study methodology2 31 May 2016 3. Future wine potential in Asian markets
4. High income Asian markets
5. Frontier Asian markets5 20 June 2016 Assignment due 5 21 June 2016 6. Largest Asian wine market - China
7. China wine market future development scenarios6 28 June 2016 Workshopping topics 4,5,6,7 7 5 July 8. Australian current performance
9. Future opportunity for Australian wine (markets)
10. Future opportunity for Australian wine (route to market)8 12 July 11. Future opportunity (capability requirements)
12. Strategies and business models
13. Exam briefing11 2 August Exam 9am 2.8.16 -
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Learning Outcomes
Course Learning Outcomes
On successful completion students will be able to:
1. Evaluate Asian wine markets to determine their differential wine demand growth potential and high value import sales opportunities.
2. Understand the influence of cross cultural issues and how these influence the success of business to business relationship strategies for Australian wine businesses and partners in Asian wine markets.
3. Identify and analyse the economic, market structure, consumer, competitor and Government policy factors that will shape the future of the China wine market.
4. Determine the Asian wine markets that best match the sustainable profitability objective for the Australian wine industry, and that match the differing capabilities of individual Australian wine businesses.
5. Plan and specify market entry and business development strategies that uniquely address the specific trade, consumer and structural parameters of each Asian wine market.
University Graduate Attributes
This course will provide students with an opportunity to develop the Graduate Attribute(s) specified below:
University Graduate Attribute Course Learning Outcome(s) Deep discipline knowledge
- informed and infused by cutting edge research, scaffolded throughout their program of studies
- acquired from personal interaction with research active educators, from year 1
- accredited or validated against national or international standards (for relevant programs)
1, 4 Critical thinking and problem solving
- steeped in research methods and rigor
- based on empirical evidence and the scientific approach to knowledge development
- demonstrated through appropriate and relevant assessment
1, 3, 4, 5 Teamwork and communication skills
- developed from, with, and via the SGDE
- honed through assessment and practice throughout the program of studies
- encouraged and valued in all aspects of learning
1 Career and leadership readiness
- technology savvy
- professional and, where relevant, fully accredited
- forward thinking and well informed
- tested and validated by work based experiences
4 Intercultural and ethical competency
- adept at operating in other cultures
- comfortable with different nationalities and social contexts
- able to determine and contribute to desirable social outcomes
- demonstrated by study abroad or with an understanding of indigenous knowledges
2 Self-awareness and emotional intelligence
- a capacity for self-reflection and a willingness to engage in self-appraisal
- open to objective and constructive feedback from supervisors and peers
- able to negotiate difficult social situations, defuse conflict and engage positively in purposeful debate
1, 2, 3, 4, 5 -
Learning Resources
Required Resources
This course has no text book, required readings for each topic will be provided to students through the Course Content section for this course in MyUni.
Lecture presentations and case study results will be recorded and made available through Myuni.Recommended Resources
The Business School Communication Skills Guide provides important information on assignment and referencing expectations.
Australian Government, 2012, Australia in The Asian Century
Winefacts Database (2014), Australian Grape and Wine Authority (formerly Wine Australia Corporation), (accessible through the University’s library website).
Anderson & Nelgen, 2011, Global Wine Markets, 1961 to 2009: A Statistical Compendium, 成人大片 Press, Adelaide, Australia.
Kym Anderson & Glyn Wittwer, April 2015, Asia's Evolving Role in Global Wine Markets, Working Paper No.0114, Wine Economics Research Centre, 成人大片,
Winemakers’ Federation of Australia, 2000, The Marketing Decade: Setting the Australian Wine Marketing Agenda 2000 – 2010, Adelaide
Australian Wine and Brandy Corporation (AWBC) and Winemakers Federation of Australia (WFA), 2007, Wine Australia: Directions to 2025: An Industry Strategy for Sustainable Success, Adelaide.
Winemakers’ Federation of Australia, 2013, WINE INDUSTRY REPORT, Expert Report on the Profitability & Dynamics of the Australian Wine Industry, Adelaide.
Goodman Steve, 2012, Principles of Wine Marketing, Winetitles, AdelaideOnline Learning
Lectures, case study exercises and case study results can be accessed online through Myuni as an alternative to on campus attendance.
However participation in a full day workshop, scheduled for Tuesday 26th June, is essential small group learning and is assessable.
All students are strongly encouraged to attend the workshop on campus.
For those externally enrolled students unable to attend on campus, participation in the full day workshop sessions is required via online steaming arrangements to be advised.
Assignments are submitted via the MyUni website and the exam is available online.
Any additional course materials will be provided through Myuni.
Students are expected to read all course-related announcements posted on the course website and to utilise the discussion boards where appropriate.
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Learning & Teaching Activities
Learning & Teaching Modes
This course is taught through 6 intensive full day sessions, comprising a mix of lecture presentations, small group tasks, and case study exercises.
Students are also expected to complete the required readings. See section 1.3 for lecture topic details.
The reading list and discussion questions for each topic will be provided via Myuni at the commencement of the course.Workload
The information below is provided as a guide to assist students in engaging appropriately with the course requirements.
The University expects full-time students (i.e. those taking 12 units per semester) to devote a total of 48 hours per week to their studies.
This means that, for this course, you are expected to commit approximately 9 hours to private study, that is, study outside of your
regular classes.
Students in this course are expected to either attend or access online all lectures, case study presentations and
exercises delivered over the 6 full days scheduled through the semester; attend the all day small group learning workshop scheduled for 28th June; and complete the assignments and exam.Learning Activities Summary
Topic 1 Rise of Asian economies as a driver of demand growth for premium wine
Discussion Question: What are the drivers of increasing wine demand in Asian markets? How is Asian demand changing the global wine market?
Topic 2 Wine in Asia – cultural relevance, consumption, production, trade. Consumer wine preferences – prestige versus taste.
Discussion Question: How different are consumer preferences and consumption behaviours in Asian markets? Is the perceived luxury status of wine the primary determinant of consumer behaviour?
Topic 3. Future wine potential in Asian markets.
Discussion Question: How much growth in wine demand is likely and how will this vary between markets? What proportion of this growth will be for high value wines?
Topic 4. High income Asian wine markets – Singapore, Japan, South Korea.
Discussion Question: Compare the wine demand growth prospects across the three markets from both a volume and a value perspective.
Topic 5. Frontier Asian markets – Thailand, Vietnam, Indonesia and India
Discussion Question: Compare the wine demand growth prospects across the four markets from both a volume and a value perspective. Discuss the risk profile of each market and how that might impact on its attractiveness as an export market for a small wine business.
Topic 6 Largest Asian wine market - China
Discussion Question: What are the growth drivers for the China wine market and are any of these drivers unique to this market? What are the implications for importers of the China wine market distribution structure and sales channel configuration?
Topic 7 China wine market – future development scenarios
Discussion Question: What strategies might local wine producers adopt to challenge the dominance of imports in the market for higher value wines? What role might provincial and central Chinese Governments play in the future development of the China wine market?
Topic 8 Australian current performance as a wine supplier to Asian markets
Discussion Question: How well has Australia performed relative to other origin country competitors in Asian wine markets?
Topic 9 Future opportunity for Australian wine – Asian market access and route to market
Discussion Question: To what extent do market access restrictions detract from the market growth potential for each market? Which route to market options are best suited to Asian markets, or is the choice specific to each market?
Topic 10 Future opportunity for Australian wine – Asian market selection
Discussion Question: Which Asian markets offer the best sustainable profit opportunity for Australian wine in the short term (3 years)? To what extent would a 10 year time horizon change the market selections?
Topic 11 Future opportunity for Australian wine – capability requirements for Asian market, especially business culture issues
Discussion Question: What are the Australian wine business capabilities/competencies that are necessary for success in capitalising on Asian wine market opportunities?
Topic 12 Strategies and business models for Australian wine success in Asian wine markets
Discussion Question: What business models and strategies for Australian wine businesses are most conducive to success in Asian wine markets?
Topic 13 Revision and exam briefingSmall Group Discovery Experience
The full day workshop on 28th June is designed specifically as a small group learning format for discussion and problem solving of case studies addressing topics 4,5,6, and 7.
Small group format will also be utilised for research and analysis exercises during class sessions. -
Assessment
The University's policy on Assessment for Coursework Programs is based on the following four principles:
- Assessment must encourage and reinforce learning.
- Assessment must enable robust and fair judgements about student performance.
- Assessment practices must be fair and equitable to students and give them the opportunity to demonstrate what they have learned.
- Assessment must maintain academic standards.
Assessment Summary
Assessment Weighting Due Date Learning Outcomes Intensive sessions active participation 10% 1,2,3,4,5 Workshop sessions group tasks 10% 28.6.16 1,2,3 Assignment Essay 30% 10 am
Monday 20.6.161 Examination 50% 9 am
2 August 20161,2,3,4,5 Assessment Related Requirements
Workshop
Participation in the full day workshop is an essential component of the course and is assessible for each student's contribution to group tasks.
Externally enrolled students who are unable to attend on campus for the workshop will be required to participate through an online presence, arrangements to be advised.
EXAM
To gain a pass for this course a mark of 50% must be obtained on the final examination as well as a total of 50% overall.
Open book exam, available online.Assessment Detail
TUTORIAL (Workshop) PARTICIPATION
Marks will be awarded for workshop active participation and for contribution to workshop group tasks. Students are expected to prepare for workshop classes by completing any assigned reading prior to the class and preparing for the discussion topic and or questions provided on Myuni for the workshop.
ASSIGNMENT
Individual Assignment Weight: 30%
Due Date: 10 am Monday 20th of June
Word Limit: 2500 words approximately excluding reference listing.
Method of Submission: you are required to submit this assignment along with a business school cover sheet via MyUni for this course no later than the due date and time.
Wine company case study to be analysed, question to be posted on MyUni.
EXAMINATION
The course will conclude with a 2.5 hour examination held approximately 2 weeks after the final scheduled session, date to be advised.
The exam will be available online for external students.
This exam will be open book and will cover every topic in the course - content from all lecture materials and course readings is examinable.
To gain a pass for this course a mark of 50% must be obtained on the final examination as well as a total of 50% overall.Submission
All assignments should be submitted via Myuni and accompanied by a Business School cover sheet.
Students should retain a copy of all assignments submitted.
REFERENCING
Correct referencing is important for identifying the ideas and arguments you present along with any direct quotes you use. It helps to avoid plagiarism and demonstrates that you have thoroughly researched your assignment. The Harvard Referencing System is usually used in the Business School. Guidelines for this system and examples of correct referencing can be found in the Business School Study Skills Guide listed under recommended resources in this guide.
LATE ASSIGNMENTS
Studentsare expected to submit assignments by the due date in order to maintainequity. Extensions can only be given for medical or other serious reasons and must be requested before the due date. These requests must be accompanied by appropriatedocumentation such as a medical certificate and will be granted on a case by case basis. Late
assignments without prior arrangement will be penalised by a 5% reduction for each day that it is late.Course Grading
Grades for your performance in this course will be awarded in accordance with the following scheme:
M10 (Coursework Mark Scheme) Grade Mark Description FNS Fail No Submission F 1-49 Fail P 50-64 Pass C 65-74 Credit D 75-84 Distinction HD 85-100 High Distinction CN Continuing NFE No Formal Examination RP Result Pending Further details of the grades/results can be obtained from Examinations.
Grade Descriptors are available which provide a general guide to the standard of work that is expected at each grade level. More information at Assessment for Coursework Programs.
Final results for this course will be made available through .
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Student Feedback
The University places a high priority on approaches to learning and teaching that enhance the student experience. Feedback is sought from students in a variety of ways including on-going engagement with staff, the use of online discussion boards and the use of Student Experience of Learning and Teaching (SELT) surveys as well as GOS surveys and Program reviews.
SELTs are an important source of information to inform individual teaching practice, decisions about teaching duties, and course and program curriculum design. They enable the University to assess how effectively its learning environments and teaching practices facilitate student engagement and learning outcomes. Under the current SELT Policy (http://www.adelaide.edu.au/policies/101/) course SELTs are mandated and must be conducted at the conclusion of each term/semester/trimester for every course offering. Feedback on issues raised through course SELT surveys is made available to enrolled students through various resources (e.g. MyUni). In addition aggregated course SELT data is available.
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Student Support
- Academic Integrity for Students
- Academic Support with Maths
- Academic Support with writing and study skills
- Careers Services
- Library Services for Students
- LinkedIn Learning
- Student Life Counselling Support - Personal counselling for issues affecting study
- Students with a Disability - Alternative academic arrangements
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Policies & Guidelines
This section contains links to relevant assessment-related policies and guidelines - all university policies.
- Academic Credit Arrangements Policy
- Academic Integrity Policy
- Academic Progress by Coursework Students Policy
- Assessment for Coursework Programs Policy
- Copyright Compliance Policy
- Coursework Academic Programs Policy
- Intellectual Property Policy
- IT Acceptable Use and Security Policy
- Modified Arrangements for Coursework Assessment Policy
- Reasonable Adjustments to Learning, Teaching & Assessment for Students with a Disability Policy
- Student Experience of Learning and Teaching Policy
- Student Grievance Resolution Process
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Fraud Awareness
Students are reminded that in order to maintain the academic integrity of all programs and courses, the university has a zero-tolerance approach to students offering money or significant value goods or services to any staff member who is involved in their teaching or assessment. Students offering lecturers or tutors or professional staff anything more than a small token of appreciation is totally unacceptable, in any circumstances. Staff members are obliged to report all such incidents to their supervisor/manager, who will refer them for action under the university's student鈥檚 disciplinary procedures.
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