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Roberta has researched consumer behaviour, and more specifically the drivers of premium purchase decisions respective to wine, extensively both nationally and internationally in established and developing markets. Her particular areas of interest include country of origin effects, the power of non-intrinsic product cues to influence perceptions of product and service quality and the development of online strategies and social media to build brand attachment through virtual communities and live streaming events. She is internationally published in the areas of wine marketing and wine consumer behaviour and she is also a regular speaker at wine industry events both in Australia and internationally. She is also an active industry consultant, working in industry for corporate and government clients including Wine Australia.

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

1. Elucidate the unique attributes and challenges of direct wine selling;
2. Translate core brand values to brand website (social media) environment;
3. Develop an online direct wine sales promotional strategy;
4. Identify and assess other forms of alternative forms of direct wine sales channels;
5. Communicate, clarify, and present to peer audiences in a professional setting.
6. Understand the implications of different cultural contexts and aspects of wine market maturity.

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.
Suggested reference Text: Kotler, P., and Keller, K. L. (2012), ‘A framework for marketing management’, 5th Edn, Prentice Hall, New Jersey (specifically Chapters 5 and 7)

Readings:
1. Cotlier, M. (2001), “The Sobering realities of selling wine online”, Catalog Age, 18, 3, 14.
2. Gallant, L. M., Boone, G. M. and Heap, A. (2007). “Five heuristics for designing and evaluating Web-based communities”, First Monday, 12(3).
3. Gordon, R. (2011), ‘An Audit of alcohol brand websites’, Drug and Alcohol Review, Nov, 30, 638-644.
4. Gruner, R. L., Homburg, C. and Lukas, B.A. (2014), “Firm-hosted online brand communities and new product success”, Journal of the Academy of Marketing Scienc, 42, 29-48.
5. Habel, C., Veale, R. and Lu, V.N. (2010), “I heard it through the Grapevine! Exploring drivers of participation in virtual communities”, 5th International Academy of Wine Business Research Conference, (Feb, Auckland, NZ).
6. Martin, I.M. and Eroglu, S. (1993) “Measuring a Multi-Dimensional Construct: Country Image”, 28, p: 191 – 210
7. Orth, U. and Crouch (2014) “Is Beauty in the Aisles of the Retailer? Package Processing in Visually Complex Contexts”, Journal of Retailing
8. Orth, U. and Green, M.T. (2009) “Consumer Loyalty to family versus non-family business: The role of store image, trust and satisfaction”, Journal of Retailing and Consumer Services, 16, p: 248 – 259
9. Orth, U., Stockl, A., Veale, R. et al. (2012) “Using attribution theory to explain tourists’ attachments to place-based brands”, Journal of Business Research, 65, p: 1321 – 1327
10. 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.
11. Rezvani, S., Shenyar, G., Dehkordi, G. J. et al. (2012) “Country of Origin: A Study over Perspective of Intrinsic and Extrinsic Cues on Consumers’ Purchase Decision”, Business Management Dynamics, 1, 11, p: 68 - 75
12. Rosenbloom, B. (2007), “The wholesaler’s role in the marketing channel: Disintermediation vs. reintermediation”, International Review of Retail, Distribution and Consumer Research, 17, 4, 327-339
13. Stanford, P.M. and Zdravkovic, W.S. (2011) “What? I thought Samsung was Japanese”: accurate or not, perceived country of origin matters”, International Marketing Review, 28, p: 454 – 472
14. 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.
15. Veale, R. (2012) “Is it… country of origin? Closure type? Label style? Just what does it take to convey quality to wine buyers?”, Winegrower and Winemakers
16. Veale, R. (2012) “Live-streaming events can turn your brand website into a virtual cellar door”, 586, Grapegrower and Winemakers, p:105 – 107
17. Veale, R. and Quester, P. (2009) “Do consumer expectations match experience? Predicting the influence of price and country of origin on perceptions of product quality”, International Business Review, 18, 134-144.
18. Zeithaml, V. (1988) “Consumer Perceptions of Price, Quality and Value: A means-End Model and Synthesis of Evidence”, Journal of Marketing, 52, (July), 2-22

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.

Academic journals and conferences

Journal of International Business (JIBS)
Journal of Consumer Behaviour
European Journal of Marketing
Journal of Wine Business Research
Journal of Wine Marketing
International Journal of Wine Business Research
American Association of Wine Economics
Academy of Wine Business research
 
Below are also some electronic references that you may find useful

• http://www.vitisphere.com/news-wine-english.html
• http://www.winebusinessnews.fr/
• http://www.winebusiness.com/news/
• http://www.wine-business-international.com/129---en-top_navi-home.html
• http://www.winebiz.com.au/dwn/
• http://wbmonline.com.au/news/
• http://www.northbaybusinessjournal.com/category/wine-industry/
• http://www.decanter.com/news/wine-news
• http://www.thedrinksbusiness.com/tag/wine/
• http://www.wine-searcher.com/dept/wine+news

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.

The table below illustrates the class times and activities.

Date	Topics
Seminar 1 June 7, 2017	Course Introduction What we’ll be doing What are your assessments What is ‘direct selling’ vs the use of intermediaries. The continuing growth in online wine sales. The rise of 3rd party operators Wine 1, 2 and 3
Seminar 2 June 14, 2017	What it is that customers buy? Today’s empowered consumer The concept of co-creation Brand communities Engagement and attachment The power of an experience….
Seminar 3 June 21, 2017	Building your brand online. Wine Brand Building The brand ‘story’ Brand pillars Competitive advantage Standing out in a crowded space Building distinctive brand assets In Class Case Study Assessment
Seminar 4 July 17, 2017	Gathering and Managing Customer Information Community membership forms Gathering other types of information and allow targeted appeals Manageing data effectively and efficiently
Seminar 5 July 19, 2017	“Let’s think strategy!” How can we engage consumers? Building attachment Cellar doors Web site competency Use of 3rd party operators Social Media – what can it really do for your brand Live Streaming Using an integrated approach Group Presentations - Strategy Plan

Assessment Task	Task Type	Weighting	Learning Outcome
Website Critique	Individual	30%	2,3,5
Case Study exam	Individual	35%	1,4,5
Direct Wine Sales and Promotion Strategy	Collaborative	35%	1-6
Total		100%

Each assessment must be attempted, and an overall grade of at least 50% must be achieved to pass the course overall. Additionally, a poor peer review rating by fellow team members (lower than 5 out of 10 for all team related performance elements assessed) will result in a 5% reduction in a student’s overall grade (see Appendix 1).

REQUIREMENTS


 

Presentation of Assignments
· 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.
· 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.

Lecturers can refuse to accept assignments, whichdo 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 that it is late.

Return of Assignments
Lecturers aim to marked and return assignments for collection from Ngee Ann reception within 14 days of the due date with written feedback.