WINEMKTG 7049WT - Global Wine Market

This course involves teaching sessions that may be attended by both Undergraduate and Postgraduate students.

This course provides students with insights into the structure, mechanisms, regulatory agencies, and complexities of the world wine marketing. It uses a typology of open, government-regulated and emerging wine markets as the frame work within which to present this. In addition, it examines key drivers in the world wine marketing and their impact on wine marketing dynamics and characteristics. Throughout there is an emphasis on wine consumer behavioural aspects and successful marketing strategies employed in the major wine consuming markets.