WINE 7003EX - Australian Wine in the Asian Century

External - Trimester 3 - 2014

As the world economic centre of gravity shifts towards Asia, the accompanying rapid urbanisation and the growth of the Asian countries middle classes is driving demand growth for premium and luxury products and services. Wine consumption and sales in Asian markets have been stimulated by this trend and the Australian wine industry has benefitted as Asian markets have increased their destination share of Australian wine exports - particularly for higher value segments - with prospects for further growth. However there are formidable challenges for Australian wine businesses in securing a greater share of this increasing demand against global wine competitors and even local producers in some markets. As well there are substantial differences between the wine demand growth potential and of the market structure and business culture of individual Asian markets. Whilst wine export prospects will be dominated by wine consumption in China, other emerging wine markets such as Thailand, Vietnam, Indonesia and India will join more established wine markets such as Singapore, Japan and South Korea as Asian target markets offering export growth potential. This course focuses on the potential of these markets and provides an understanding of market opportunities as well as barriers to success. This includes analysis of economic drivers and wine market structures and wine consumption behaviours. Market entry strategy options and understanding of differing distribution and retail systems are explored. The course also provides insights to cross cultural issues and business to business relationship strategies in an Asian context. There is an emphasis throughout on the objective of Asian wine business relationships and outcomes that will contribute to the sustainable profitability of the Australian wine industry and individual wine businesses, distinguishing this from opportunistic trading for short term wine export sales results.

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Course Details

Course Code	WINE 7003EX
Course	Australian Wine in the Asian Century
Coordinating Unit	Adelaide Business School
Term	Trimester 3
Level	Postgraduate Coursework
Location/s	External
Units	3
Available for Study Abroad and Exchange	N
Restrictions	Available only to Cert, Grad and Masters of Wine Bus. Others with approval from Program Director.

Course Staff

Course Coordinator: Mr Paul van der Lee

Course Timetable

The full timetable of all activities for this course can be accessed from .

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 for an individual Australian wine business.

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)
Knowledge and understanding of the content and techniques of a chosen discipline at advanced levels that are internationally recognised.	1, 3, 4, 5
The ability to locate, analyse, evaluate and synthesise information from a wide variety of sources in a planned and timely manner.	1,3, 4
An ability to apply effective, creative and innovative solutions, both independently and cooperatively, to current and future problems.	5
A commitment to continuous learning and the capacity to maintain intellectual curiosity throughout life.	3
A commitment to the highest standards of professional endeavour and the ability to take a leadership role in the community.	2, 4
An awareness of ethical, social and cultural issues within a global context and their importance in the exercise of professional skills and responsibilities.	2

Learning & Teaching Activities

Learning & Teaching Modes

No information currently available.

Workload

No information currently available.

Learning Activities Summary

No information currently available.

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

No information currently available.

Assessment Detail

No information currently available.

Submission

No information currently available.

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 .

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.
Student Support
Policies & Guidelines
This section contains links to relevant assessment-related policies and guidelines - all university policies.
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.

The 成人大片 is committed to regular reviews of the courses and programs it offers to students. The 成人大片 therefore reserves the right to discontinue or vary programs and courses without notice. Please read the important information contained in the disclaimer.

Authorised by:	Deputy Vice-Chancellor and Vice-President (Academic)
Maintained by:	Course Outlines Administrator

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