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Course Outlines

WINE 7006 - Wine Retailing

North Terrace Campus - Trimester 2 - 2025

This course has two major objectives. Firstly, it addresses the placement of wine product into retail channels. It examines the structure of global distribution systems, multichannel retailing, creating channel partnerships and understanding logistics from the perspective of a wine producer. Secondly, this course addresses depletion ? the process of helping consumers and customers to become attracted to a wine, the concept of consumption occasion and building consumer-driven supply chains. We look from the perspective of the present challenges in retailing and into the future of wine retailing. The course introduces students to the reality of selling wine into a highly competitive global beverage alcohol sector. Wine retailers are spoilt for choice, but there are a range of opportunities to focus on tightly targeted opportunities, to tell unique stories and to collaborate to succeed. It addresses a range of supply chains from the complex and sophisticated Chinese, Canadian and USA markets, the worlds 8 monopoly wine markets, South East Asia and European markets. 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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  • General Course Information
    Course Details
    Course Code WINE 7006
    Course Wine Retailing
    Coordinating Unit Marketing
    Term Trimester 2
    Level Postgraduate Coursework
    Location/s North Terrace Campus
    Units 3
    Contact Up to 36 hours
    Available for Study Abroad and Exchange N
    Assessment Assignments/tests/group work as prescribed at first Lecture
    Course Staff

    Course Coordinator: Dr Darren Oemcke

    Email: martin.hirche@adelaide.edu.au
    Course Timetable

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

  • Learning Outcomes
    Course Learning Outcomes

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

    1 Demonstrate an understanding of the placement of wine into retail channels including different retail channels, wine distribution systems and channels
    2 Be able to evaluate the depletion of wine in all retail channels including the role of consumption occasion and consumer engaged channels
    3 Interpret and be able to critically evaluate how consumers might purchase wine across different retail channels and be able to recommend the most appropriate channel mix for a wine company in a range of  markets and at various price points
    4

    Demonstrate an understanding of wine merchandising in both physical and online environments
    5 Demonstrate an understanding of how to use a range of tools to price wines for different markets, undertake competitor analysis, and use market data to make placement and positioning decisions
    6 Work effectively to propose a potentially successful retailing strategy for a wine company in the Australian domestic market and one international 
    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)

    Attribute 1: Deep discipline knowledge and intellectual breadth

    Graduates have comprehensive knowledge and understanding of their subject area, the ability to engage with different traditions of thought, and the ability to apply their knowledge in practice including in multi-disciplinary or multi-professional contexts.

    		 1,3,4,6

    Attribute 2: Creative and critical thinking, and problem solving

    Graduates are effective problems-solvers, able to apply critical, creative and evidence-based thinking to conceive innovative responses to future challenges.

    		 1,2,3,5,6

    Attribute 3: Teamwork and communication skills

    Graduates convey ideas and information effectively to a range of audiences for a variety of purposes and contribute in a positive and collaborative manner to achieving common goals.

    		 2,3,4,6

    Attribute 4: Professionalism and leadership readiness

    Graduates engage in professional behaviour and have the potential to be entrepreneurial and take leadership roles in their chosen occupations or careers and communities.

    		 1-6

    Attribute 5: Intercultural and ethical competency

    Graduates are responsible and effective global citizens whose personal values and practices are consistent with their roles as responsible members of society.

    		 2,3,4,5

    Attribute 6: Australian Aboriginal and Torres Strait Islander cultural competency

    Graduates have an understanding of, and respect for, Australian Aboriginal and Torres Strait Islander values, culture and knowledge.

    		 .

    Attribute 7: Digital capabilities

    Graduates are well prepared for living, learning and working in a digital society.

    		 .

    Attribute 8: Self-awareness and emotional intelligence

    Graduates are self-aware and reflective; they are flexible and resilient and have the capacity to accept and give constructive feedback; they act with integrity and take responsibility for their actions.

    		 2,6
  • Learning Resources
    Required Resources
    Readings as provided on Canvas
    Recommended Resources
    Contemporary resources are used in this class. A reading and listening list is revised annually. A range of market analysis tools are used including the USA Wine Market Tool, the Wine Australia Market Explorer, the Wine Australia Export Dashboard, the Wine Australia grape price indicators dashboard, UN import adn export data and a range market reports as necessary.
  • Learning & Teaching Activities
    Learning & Teaching Modes
    • Lectures
    • Guest lecturers
    • Case studies


    Workload

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

    Week 1 Introductory lecture + wine fraud and guest lecturer
    Week 2 Introductory lecture + champagne and guest lecturer
    Week 3 Pitches + guest lecturer
    Week 4 Distribution
    Week 5 Retailing in export markets+ guest lecturer
    Week 6 Analysing markets and Australian retail
    Week 7 Monopoly markets
    Week 8 UK + luxury
    Week 9 USA
    Week 10 Asia
    Week 11 Potential make-up week
    Week 12 Exam
    Learning Activities Summary
    i.Tourism overview
    a. Major trends and key figures
    b. Definitions
    c. Tourism and wine tourism organizations
    d. Focus on wine tourism and sustainable development

    ii. Tourism marketing strategy
    a. Destination branding
    b. Tourism market segmentation

    iii. Tourist behaviour
    a. Market trends
    b. Motivations to travel
    c. The purchase behaviour process
    d. Consumption experience

    iv. Wine distribution
    a. World wine distribution strategies – Focus on the French wine distribution channels
    b. “Off trade” versus “On trade”
    c. Direct sale by producers

    v. Principles of multichannel retailing
    a. Trends and issues
    b. Retailing strategies
    c. E-commerce – omnichannel and multichannel strategies
    d. Retail metrics to measure retail performance


    Specific Course Requirements
    Basic knowledge in marketing and strategy.

  • Assessment

    The University's policy on Assessment for Coursework Programs is based on the following four principles:

    1. Assessment must encourage and reinforce learning.
    2. Assessment must enable robust and fair judgements about student performance.
    3. Assessment practices must be fair and equitable to students and give them the opportunity to demonstrate what they have learned.
    4. Assessment must maintain academic standards.

    Assessment Summary
    Assessment Task Task Type Weighting Word count/time Due Learning Outcome
    Distributor pitch Individual 10% 90 second presentation
    1,000 word equivalent    		 Week 3 1
    Australian sales plan Individual 20% 2,500 word equivalent Week 6 2,3,4,5,6
    International sales plan Individual 20% 2,500 word equivalent Week 10 2,3,4,5,6
    Exam Individual open book 50% 4-hour exam Week 12 1,2,3,4,5
    Total 100%
    Assessment Detail
    Group work presentations:
    • PPT presentation
    • Groups of 4-5 persons max.
    • Speech length (10 to 15 minutes per group)
    • Upload your PPT online after the session

    Individual report:
    • Maximum 10 Pages
    • Upload to MyUni as well as email to charlotte.massa@em-strasbourg.eu
    • Due date: 11 June 2017

     

    Submission
    Group work presentation
    You must provide a PowerPoint Presentation. Each slide aims at answering one question.
    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.
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