成人大片

Dr. Armando Maria Corsi is an Associate Professor in Wine Business at the 成人大片. His key area of research is the analysis of consumer behaviour, particularly towards wine and other premium foods and beverages. Dr. Corsi has been chief investigator of some major projects funded by Wine Australia examining the effects of non-price promotions in store, tracking the ever-changing Chinese wine market, improving the techniques to describe wines to Asian consumers, and exploring the most effective ways to teach them about wine. More recently, Dr. Corsi completed another two projects about the perceptions of Australian wines and its key competitors by trade, key influencers and suppliers in the US and the UK. Member of the Editorial Board of Food Quality & Preference, the International Journal of Market Research, and Wine and Viticulture Journal. Armando is author of more than 90 refereed papers, book chapters and trade articles on food and wine marketing.

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

1. Elucidate the unique attributes and challenges of direct wine selling;
2. Evaluate online wine consumer experiences;
3. Analyse a multichannel retailing strategy in a cellar door context;
4. Develop a direct wine marketing and cellar door management strategy;
5. Communicate, clarify, and present to peer audiences in a professional setting.

Students have access to library and electronic databases and use of these and other sources of legitimate information, such as industry journals and other publications are recommended when appropriate.

Readings:

• Culley, B., Graham, J., Kay, G., Norberry, J., & Wilson, S. (2017). Digital Marketing Plan: Naked Wines Australia. Newcastle Business School Student Journal, 1(1), 68-89.
• Gurau, C., & Duquesnois, F. (2008). Direct marketing channels in the French wine industry. International Journal of Wine Business Research, 20(1), 38-52.
• Kotler, P., and Keller, K. L. (2016), A framework for Marketing Management – 6th Ed, Pearson: Harlow, Chapter 17.
• Peterson, R. A. and Wotruba, T. R., (1996), “What Is Direct Sell? Definition, Perspectives, and Research Agenda”, Journal of Personal Selling & Sales Management, XVI, 4(Fall), 1-16.
• Sellitto, C. (2004). Internet adoption by Australian wineries: Perceived benefits and direct marketing practices. International Journal of Wine Marketing, 16(3), 58-72.
• Stone, B, and Jacobs R. (2008), Successful Direct Marketing Methods – 8th Ed, McGraw-Hill: New York, Chapter 2 and 3
• Thach, L. (2009), “Wine 2.0-the Next Phase of Wine Marketing? Exploring US Winery Adoption of Wine 2.0 Components”, Journal of Wine Research, 20(2),143-157.
• Thach, L. (2019). Wine Marketing and Sales, 3rd Edition. Wine Appreciation Guild.
• Rayport, J, & Jaworski, B., Introduction to e-commerce, 2nd Edition, NY: McGraw-Hill.
• Schenck, L. (2020), “Search Engine Optimisation: what is it and how do you do it for free?”, Australian and New Zealand Grapegrower and Winemaker, No. 680 September, pp. 110-111.
• Berman, R., & Katona, Z. (2013). The role of search engine optimization in search marketing. Marketing Science, 32(4), 644-651.
• Jones, K. B. (2008). Search Engine Optimization: Your visual blueprint for effective Internet marketing (Vol. 22). John Wiley & Sons.
• Burcher, N. (2012). Paid, owned, earned: Maximising marketing returns in a socially connected world. Kogan Page Publishers.
• McGechan, B. (2013). Wine marketing online: How to use the newest tools of marketing to boost profits and build brands. Board and Bench Publishing: San Francisco, Chapter 3.
• Sharp, B. (2010), How brands grow, Oxford University Press: Melbourne.
• Corsi, A. M., and Remaud, H (2020), ‘How wine is really purchased? A systematic multi-country, multi-panel analysis’, Current Opinion in Food Science, Vol. 33, pp. 78-84.
• Kotler, P., and Keller, K. L. (2016), A framework for Marketing Management – 6th Ed, Pearson: Harlow, Chapter 6.
• Jarvis, W., & Goodman, S. (2005). Effective marketing of small brands: niche positions, attribute loyalty and direct marketing. Journal of Product & Brand Management, pp. 292-299.
• Jarvis, W., Rungie, C., & Lockshin, L. (2007). Revealed preference analysis of red wine attributes using polarisation. International Journal of Wine Business Research, pp. 127-138.
• Bruwer, J., Lockshin, L., Saliba, A., and Hirche, M. (2014), “The cellar door: Cornerstone of the direct-to-consumer marketing channel, Grapegrower & Winemaker, Vol. 608, pp. 22-26 + https://www.marketingscience.info/wine/research-projects/the-cellar-door/
• Chen, X., Goodman, S., Bruwer, J., & Cohen, J. (2016). Beyond better wine: the impact of experiential and monetary value on wine tourists’ loyalty intentions. Asia Pacific Journal of Tourism Research, Vol. 21 No. 2, pp. 172-192.
• Altschwager, T., Habel, C., & Goodman, S. P. (2011). The servicescape response: do brand committed consumers respond differently to the cellar door experience, Paper presented at the 6th International Conference of the Academy of Wine Business Research, Bordeaux, France, 9th-11th June.
• Orth, U. R., Lockshin, L., Spielmann, N., & Holm, M. (2019). Design antecedents of telepresence in virtual service environments. Journal of Service Research, Vol. 22 No. 2, pp. 202-218.
• White, C. J., & Thompson, M. (2009). Self determination theory and the wine club attribute formation process. Annals of Tourism Research, Vol. 36 No. 4, pp. 561-586.
• Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of business research, 66(1), 105-114;
• Sznolnoki, G., Thach, L., & Kolb, D. (2016). Successful social media and ecommerce strategies in the wine industry. Springer.
• Thomson, J. (2020), Six strategies for successful online events, available at: https://www.youtube.com/watch?v=5Y6EJXoIJ6c&feature=emb_logo
• Wine Communicators of Australia (2020), Part 1 – Virtual tasting –
• Wine Communicators of Australia (2020), Part 2 – Virtual tasting –
• Wine Communicators of Australia (2020), Part 2 – Virtual tasting –

These are some wine-based journals and a few notable marketing and business journals – You should not confine your investigation to only wine-based publications; wine is a context only, and much of the best and most useful academic publications are found in highly regarded marketing and business journals.

International Journal of Wine Business Research
Wine Economics & Policy
Journal of Wine Research
Journal of Consumer Behaviour
European Journal of Marketing
Journal of Marketing Management
Academy of Wine Business Research
American Association of Wine Economics


Below are also some electronic references that you may find useful


 
 
 
 
 
 

 
 

The course will incorporate readings, lecture seminars, tutorial exercises and real life case studies and all students are encouraged to actively participate in all activities and assessments. There will also be ample opportunity for self-directed learning.

It is expected that all students will attend all seminars and tutorials and engage in self-directed study and inquiry. This will include collaborating with group for the group project and class presentations. The University expects full-time students to commit approximately 9 hours for a three-unit course or 13 hours for a four-unit course, of private study outside of your regular classes.

Week	Topic
Week 1	Course Introduction and Definition of Direct Wine Marketing
Week 2	Planning a Direct Wine Marketing Campaign
Week 3	Digital Marketing and Social Media
Week 4	Customer Engagement Online
Week 5	Virtual Wine Events
Week 6	Wine Australia presentation on annual DTC Report + Work on Group Poster
Week 7	Online Consumer Behaviour
Week 8	Cellar Door Management
Week 9	Wine Club Management
Week 10	Poster Showcase
Week 11	Industry Panel
Week 12	Course Summary and Recap

Assessment Task	Collaborate/Individual	Weighting %	Due Date	Course Learning Outcome(s)
Website and Online Strategic Critique	Individual	25	05/03/2023	1, 2
Direct Wine Sales and Promotion Strategy	Collaborative	30	02/04/2023	2, 3, 4, 5
Peer Review of Collaborative Assessment	Individual	10	09/04/2023	5
Problem-Solving Exercise	Individual	35	30/04/2023	1, 2, 3, 4, 5

REQUIREMENTS
Each assessment must be attempted, and an overall grade of at least 50% must be achieved to pass the course overall.

ASSESSMENT DETAILS
Please check MyUni and in-class handouts for specific assessment instructions. 

1. Website and Online Strategic Critique – Individual – 25%

Each student will choose a wine brand website (from anywhere in the world – but you must be able to buy wine via that site) and, using the application of theory and research, critique the overall quality and communication of brand values, attractiveness and likely effectiveness of the site as a mechanism for the sale of wine online via that site. Criteria for the assessment will include, but are not restricted to:

1. Context;
2. Content;
3. Ease of navigation;
4. Overall attractiveness/brand clarity;
5. Attributes respective to consumer engagement and opportunities for 2-way interaction/co-creation;
6. Level of customisation;
7. Ease of transaction (including security) specific to a wine sale.

The website and online strategic critique must be submitted via the MyUni website before Sunday, 5th March 11:59pm (ACST).

The critique must be submitted in one of the following formats: .pdf, .doc, .docx
Students must retain a copy of all assignments submitted.
Please attach an ‘Assignment Cover Sheet’, which is signed and dated by you before submission via Turnitin.
The course coordinator can refuse to accept assignments, which do not have a signed acknowledgement of the University’s policy on plagiarism.

Late Assignment Submission
Students must submit their work by the due date to maintain a fair and equitable system. Extensions will generally only be given for medical or other serious reasons. All requests for extensions must be emailed to the course coordinator before the due date. Each request will be assessed on its merits. A late assignment (without prior arrangement) will be penalised by a 5% mark reduction for each day it is late.

Return of Assessment
The critique will be marked and returned to students will appropriate feedback before Saturday, 18th March 11:59pm (ACST).


2. Direct Wine Sales and Promotion Strategy – Collaborative – 30%

In groups of 3 or 4, each group must develop a strategic direct wine sales plan. This includes using media and other forms of communication to ‘drive’ wine consumers to the wine brand website. This strategy may rely on the existing brand changing some aspects of its existing website (e.g. to make buying easier or more engaging). It isn’t enough to ‘tinker’ around the edges of a current brand strategy. Students must demonstrate their abilities to use the theory and concepts discussed in class and the findings of their own literature research to critically assess existing strategies and provide some recommendations to achieve wine sales online and encourage repeat sales.
Students can choose the following brands: Alkina Wine Estates, Claymore Wines, Grant Burge, Hither & Yon, Kimbolton, Lambert Estate Wines, Murdoch Hill, Pike & Joyce, Pikes Wines, and Primo Estate.
Students will be rewarded for succinct, logical arguments reflecting engagement with relevant readings, text and other relevant materials, correct referencing, appropriateness of references and overall presentation (clarity, spelling, grammar and punctuation).
The word limit for the final submitted version of this component is 1,800 words presented on two landscape-orientated pages. The report MUST be presented in poster format according to the guidelines provided on the My Uni website. Students are expected to use between 10 and 20 references in their report. References do not count towards the word/page limit.
All posters will be presented by the respective groups in Week 10. Failure to display the poster will result in a 0 (zero) mark for this component.
Support to the students for the development of the group poster will be provided throughout the course. If students would like to receive such support, they need to contact the course coordinator to book a suitable time.
Students are encouraged to attempt the group poster individually. They will be allowed only under exceptional circumstances (i.e. commitments that would prevent group work), which must be discussed AS SOON AS POSSIBLE with the course coordinator. Individual assignments submitted without the course coordinator's approval will receive a mark of 0 (zero).
The posters must be submitted via the MyUni website before Sunday, 2nd April 11:59pm (ACST).
Posters must be submitted in one of the following formats: .pdf, .doc, .docx, .ppt, .pptx
Students must retain a copy of all assignments submitted.
All group assignments must be attached to a ‘Group Assignment Cover Sheet’, which must be signed and dated by all group members before submission. All team members are expected to contribute approximately equally to a group assignment.
The lecturer can refuse to accept assignments, which do not have a signed acknowledgement of the University’s policy on plagiarism.


Late Assignment Submission
Students are expected to submit their work by the due date to maintain a fair and equitable system. Extensions will generally only be given for medical or other serious reasons. All requests for extensions must be emailed to the lecturer in charge of the course before the due date. Each request will be assessed on its merits. A late assignment (without prior arrangement) will be penalised by a 5% mark reduction for each day it is late.


Return of Assessment
The poster will be marked and returned to students will appropriate feedback before Saturday, 15th April 11:59pm (ACST).


3. Peer Review of Collaborative Assessment – Individual – 10%

Before the Week 10 class starts, each student will be randomly assigned to evaluate one poster they didn't work on. Each student will have approximately 12 minutes (i.e. the time necessary for the group to present the poster) to look at the poster they are assigned to and ask questions to the groups who created it.
With this information, each student will be required to write a peer review of the poster they have been assigned to.
Each peer review should take into account the following aspects of the poster:
1. Content (250-350 words)
2. Style & Presentation (100-150 words)
3. Referencing (max 50 words)
Failure to conduct the peer review on the brand the student is assigned to will result in a grade of 0 (zero) for this assessment.
The Peer Review must be submitted via the MyUni website before Sunday, 9th April 11:59pm (ACST).
The Peer Review must be submitted in one of the following formats: .pdf, .doc, .docx
Students must retain a copy of all assignments submitted.
Please attach an ‘Assignment Cover Sheet’, which is signed and dated by you before submission via Turnitin.
The course coordinator can refuse to accept assignments, which do not have a signed acknowledgement of the University’s policy on plagiarism.

Late Assignment Submission
Students are expected to submit their work by the due date to maintain a fair and equitable system. Extensions will generally only be given for medical or other serious reasons. All requests for extensions must be emailed to the course coordinator before the due date. Each request will be assessed on its merits. A late assignment (without prior arrangement) will be penalised by a 5% mark reduction for each day it is late.

Return of Assessment
The critique will be marked and returned to students will appropriate feedback before Saturday, 22nd April 11:59pm (ACST).


4. Problem-Solving Exercise – Individual – 35%

Each student will be randomly assigned to one scenario in Week 10 of the course. This scenario will impact the brand the students worked on for their group poster. Different scenarios will be prepared, and students will be randomly assigned to one of them.
Failure to discuss the scenario the student is assigned to will result in a grade of 0 (zero) for this assessment.
Each student has to create a video of them explaining how the assigned scenario will impact their brand and the marketing strategies/actions they would adopt to keep their brand successfully in business. As the students explain, justify, and defend their arguments, they must cite the literature discussed throughout the course. Still, they can extend their discussion using other academic and industry references, books, etc.
The video must be at most 10 minutes (2,000 words equivalent). Videos longer than 10 minutes will receive a 15% mark deduction per minute for every minute exceeding the 10-minute limit.
The videos must be submitted via the MyUni website before Sunday, 30th April 11:59pm (ACST).
Students have to make it clear who they are by showing their student ID card at the beginning of the video. Failure to show their student ID card will make it impossible to verify student identity, thus resulting in a grade of 0 (zero) being awarded for the problem-solving exercise.
Before submitting the videos, students must ensure that they have created a backup copy of their video.

Late Assignment Submission
Students are expected to submit their work by the due date to maintain a fair and equitable system. Extensions will generally only be given for medical or other serious reasons. All requests for extensions must be emailed to the course coordinator before the due date. Each request will be assessed on its merits. A late assignment (without prior arrangement) will be penalised by a 5% mark reduction for each day it is late.

Return of Assessment
The critique will be marked and returned to students will appropriate feedback before Saturday, 13th May 11:59pm (ACST).