WINE 7006 - Wine Retail, Cellar Door and Food Tourism (M)

North Terrace Campus - Trimester 1 - 2019

This course has two major objectives. Firstly, it explores the structure of the wine tourism industry as it relates to both wine and tourism. Secondly, this course addresses the principles of multichannel retailing as well as the issues of wine distribution. Given the worldwide renown of wine regions, the course will outline the attractiveness of different countries heritage to the wine tourism industry. Specific focus areas include wine tourism visitor behaviour, the role of the winery cellar door in wine marketing/distribution, the functions of wine roads, wine region brand building and wine festival event fundamentals and management. The course introduces themes relevant to the main trends of tourism industry. After a tourism overview, it exposes the policy and the organization of wine tourism in different countries. This course also focuses on the coordination of different stakeholders to promote destination, vineyards and leisure activities, through the development of a destination branding strategy. Then, this course addresses tourist behaviours in order to understand what are their motivations, their purchase behaviour process as well as the major market trends in wine tourism industry. Finally, it covers multichannel retail concern through a presentation of distribution channels and strategies and retail metrics to measure retail performance.

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Course Details

Course Code	WINE 7006
Course	Wine Retail, Cellar Door and Food Tourism (M)
Coordinating Unit	Adelaide Business School
Term	Trimester 1
Level	Postgraduate Coursework
Location/s	North Terrace Campus
Units	3
Contact	Up to 36 hours
Available for Study Abroad and Exchange	N

Course Staff

Course Coordinator: Ms Marni Cook

Location:Level 10, Nexus
Telephone: 0431 271 646
Email: marni.cook@adelaide.edu.au

Course Timetable

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

Day 1
AM: Introduction, pre-work and course overview

Day 2
AM: Australian wine context, overview of the structure industry and role of wine industry stakeholders
PM: Changing drivers of consumers, wine consumption and tourism and marketing strategy

Day 3
Industry workshop. Guest presenters from industry share their insights. Examine local, state and federal wine tourism objectives and activities

Day 4
Field trip to Cube

Day 5
AM: Wine retail, performance metrics and distribution
PM: Guest speaker from industry with a focus on wine distribution

Day 6
Group presentations – creating customer experiences to enhance brands of wine businesses and regions

Day 7
AM: Group workshop

Course Learning Outcomes

On successful completion of this course, students will be able to:

1	Outline tourism organizations, policies and planning
2	Define factors explaining the development of wine tourism in different countries as well as the prestigious appeal of a wine tourism destination and vineyard
3	Sketch marketing strategy to improve destination attractiveness
4	Identify behaviours and motivations of wine tourists according to their origin, culture and experience
5	Explain wine distribution issues and world wine distribution strategies
6	Analyse a multichannel retailing strategy in a cellar door context

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)	1,3,4,6
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	1,2,3,5,6
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	2,3,4,6
Career and leadership readiness technology savvy professional and, where relevant, fully accredited forward thinking and well informed tested and validated by work based experiences	1-6
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	2,3,4,5
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	2,6

Learning Resources

Required Resources

Readings as provided on Canvas

Recommended Resources

Berman B. and Evans J.R. (2012), Retail Management: A strategic approach, Pearson.
Carlsen J. and Charters S. (2006), Global wine tourism: research, management and marketing, Cabi Publishing.
Hall C.M., Sharples L., Cambourne B. and Macionis N. (2009), Wine tourism around the world, Routledge.
Morrison A. (2013), Marketing and managing tourism destinations, Routledge.
Thach L. and Charters S. (2016), Best Practices in Wine Tourism: Case Studies from Around the World.
Learning & Teaching Activities

Learning & Teaching Modes

• Lectures
• Group presentations
• Case studies
• Industry guest speakers
• Field trips

Workload

The information below is provided as a guide to assist students in engaging appropriately with the course requirements.

Day 1
AM: Introduction, pre-work and course overview

Day 2
AM: Australian wine context, overview of the structure industry and role of wine industry stakeholders
PM: Changing drivers of consumers, wine consumption and tourism and marketing strategy

Day 3
Industry workshop. Guest presenters from industry share their insights. Examine local, state and federal wine tourism objectives and activities

Day 4
Field trip to Cube

Day 5
AM: Wine retail, performance metrics and distribution
PM: Guest speaker from industry with a focus on wine distribution

Day 6
Group presentations – creating customer experiences to enhance brands of wine businesses and regions

Day 7
AM: Group workshop

Learning Activities Summary

I. Introduction pre-work and overview
a. Course overview
b. Learning and assessment activities
c. Pre-work and pre-reading
d. Field trip
e. Guest speakers
II. Australian wine context
a. Overview of industry structure
b. Major trends, key metrics and resources
c. Consumer behaviour in wine and wine tourism
d. Tourism and wine tourism organizations
e. Wine tourism and sustainable development
III. Industry workshop
a. Regional, State and federal objectives
b. Destination branding
c. Creating customer experiences
d. Selling and exporting wine tourism
IV. Field trip
a. Wine tourism experience
b. Relationships between culture, story, place, food and wine
V. Wine retail, performance metrics and distribution
a. Global retail trends and challenges
b. Multichannel retailing principles
c. Retail performance metrics and driving profit
d. World wine distribution strategies
e. Direct sale by producers
f. Emerging distribution models
VI. Group presentations

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

Group work presentations 30%
• PPT presentation
• Groups of 5 persons maximum
• Speech length: 10 to 15 minutes per group, per presentation
• Upload your PPT online after the session
• Deadline April 12 in class

Individual report 1 20%
• Individual report on wine tourism
• Maximum 5 pages
• Deadline: May 1

Individual report 2 50%
• Individual report on wine retail and distribution
• Maximum 10 pages
• Deadline: May 24

Assessment Detail

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

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