Wine Branding & Sales

Advanced Wine Marketing

Our new Master Class covering wine branding and growth will equip brand owners and managers with the fundamental knowledge necessary to develop strategies for success. The course covers critical laws of marketing along with practical applications relevant to the wine sector.

Key areas of coverage include patterns of consumer behaviour when purchasing wines, what drives brand reputation, pros and cons associated with different routes to market, building an online presence and negotiating with channel partners.

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Our top wine marketing specialists will be teaching this 4 day course. You will find them both engaging and highly experienced. They include Professor Larry Lockshin, Professor Johan Bruwer, Dr Armando Corsi, and Dr Justin Cohen. There will also be a selection of industry speakers.

Optional components of the course include wine tasting and a dinner, as well as a one day tour of wineries.

This course has been designed for Brand Managers, Marketing Managers, Business Owners, Producers and General Managers from wineries large and small, as well as industry suppliers, distributors and service providers. The course will also have MBA students who are working in the wine industry, or who wish to enter the wine industry.  

Dates to be advised.

 


Room

Morning (9 am - 12 noon)

Afternoon (2 pm - 5 pm)

 

Y4-09

Introduction to Wine Marketing
Dr Armando Corsi

How Wine Brands Grow
Dr Herve Remaud

 

Y4-09

Packaging and Labelling
Professor Larry Lockshin

Pricing & Promotion
Associate Professor John Dawes

 

Y4-09

Direct-to-Consumer and Cellar Door  
 Professor Johan Bruwer

Retailing and Distribution
Dr Bill Page and Dr Justin Cohen

 

Y4-09

Principles of Negotiation
Dr Ruchi Sinha

Social Media
Dr Steve Goodman

At the end of the course, participants will get a sound understanding of:

  • The main patterns consumers follow when purchasing wines;
  • What to do to increase brand size and reputation;
  • The structure, advantages and disadvantages of different routes to market, including on-premise, off-premise, direct sales, and e-commerce;
  • How to build an on-line presence for your wine brand;
  • The fundamentals of negotiation with channel partners.

In addition to the in-class activities, participants can join a one-day tour in the Adelaide Hills (South Australia) during which they will critically review the challenges small, medium, and large wine brands face in order to grow sales and reputation.

  • Understand the fundamental marketing knowledge necessary to increase profitability in the wine sector;
  • Make a positive input to company performance and convert strategies into action;
  • Develop a competitive advantage over other companies, which follow old-style, traditional marketing principles;
  • Ensure your organisation is better equipped to deal with the growing complexity, conflicting priorities and need to achieve more with less in a resource constrained environment.

All content covered will be linked back to application. For those who wish to do further study, there is an optional assessment providing a pathway to UniSA’s 5 Star MBA program. 

Be educated by one of Australia’s top 10 Business Schools and the nation’s leading wine marketing research provider.

Early Bird pricing of $2,950 if your registration is received before cob Friday dates to be advised otherwise the fee is $3,200.  This course is GST exempt.

 The cost of the one-day tour is part of the overall fee.
 The cost of the wine tasting and dinner is $100 GST inclusive.

Inclusions

  • Study notes and materials.
  • Tea & coffee, lunch voucher, free wi-fi internet access.
  • Certificate of Completion.
  • Participants who successfully complete the optional assessment will be granted credit for one course in our 5 star MBA program when they meet entry requirements.
  • Each day equates to seven and a half hours of lecturer contact time.

Exclusions

Accommodation and travel expenses are not included. Assistance with bookings is available on request.

Cancellation Policy

The University of South Australia reserves the right to cancel this program at any time and issue refunds.  In the event that an attendee cannot attend, a substitute may attend in their place.  No refunds will be issued unless 14 days notice is given in writing prior to the date of the planned program. 

 

Larry Lockshin


Professor Larry Lockshin

Dr. Larry Lockshin is Professor of Wine Marketing and Head of the School of Marketing at the University of South Australia.  He has a PhD from Ohio State University in Marketing and an MSc from Cornell University in Viticulture.

He has published over 120 academic articles; over 250 trade articles and has a book on wine marketing, This Little Pinot Went to Market.

His research interests are consumer choice behaviour for wine including how extrinsic and intrinsic factors interact.  He also works on packaging and shopping behaviour for consumer goods. His research extends to measurement issues in understanding consumer behaviour. He is currently working on several consumer wine-related projects in China and in-store behaviour in Australia.

 

Armando Corsi


 Dr Armando Maria Corsi

Dr Armando Maria Corsi is a Senior Lecturer at the University of South Australia Business School, and a Senior Research Associate at the Ehrenberg-Bass Institute for Marketing Science. His key area of research is the analysis of consumer behaviour particularly towards wine and other premium foods and beverages.

Between 2012 and 2016 Dr Corsi has been chief investigator of some major projects funded by Wine Australia, the single Australian Government statutory service body for the Australian grape and wine community, 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. New projects have started in late 2016 looking at the perceptions of Australian wines and its key competitors by trade, key influencers and suppliers in the US and the UK, and the premium and luxury wine market in China.

 

Hervé Remaud

Professor Hervé Remaud

Hervé  Remaud is a Senior Professor of Marketing at Kedge Business School. He used to be the Academic Head of the Wine and Spirits MBA that was offered by KEDGE Business School before switching to the Major in Wine and Spirits Management of KEDGE Global MBA. He has been working with wine (and seafood) industry entrepreneurs and senior executives for over 10 years, both in France and Australia. 

He is an Adjunct Senior Researcher of  the Ehrenberg-Bass Institute for Marketing Science - University of South Australia, where he worked for 5 years (2005 to 2009), before being recruited by KEDGE Business School. He won an 'Outstanding Contributions to Student Learning' award in 2008, for its contribution to University of South Australia teaching and learning.

 

Bill Page


Dr Bill Page

Bill Page is a Postdoctoral Research Fellow at the Ehrenberg-Bass Institute for Marketing Science. Bill works for a broad range of our corporate supporters, in industries such as packaged goods, retailers, quick service restaurants, not-for-profit, and various levels of government. He has experience in measuring Distinctive Assets, copy testing, brand equity measurement, measuring brand performance, setting advertising budgets, improving in-store communications, and programming tools to be used across a marketing organization.

His primary area of expertise is shopper behaviour leading to purchase in the grocery environment. He has research interests in in-store navigation patterns, child understanding and response to advertising, and consumer behaviour. His work is published in the Journal of Retailing and Consumer Services, the International Journal of Market Research, and the Journal of Social Marketing.

 

Johan Bruwer


Professor Johan Bruwer

Professor Johan Bruwer is Professor of Marketing and Wine Business in the School of Marketing at the University of South Australia. He has authored more than 100 refereed research journals articles plus 200 trade articles and other research outputs making him the second most highly cited wine marketing academic in the world. He is currently Editor-in-Chief of the International Journal of Wine Business Research. His research interests include direct-to-consumer marketing, market segmentation, place-based marketing, consumer behaviour, and wine tourism. He is a successful chief and principal investigator of Wine Australia/GWRDC projects and a large number of commercial wine industry projects. 

 

John Dawes

 

Associate Professor John Dawes

John has over 20 years of marketing research experience.  His areas of  expertise are: the effects of  price promotions, market structure analysis and repeat-buying loyalty.

John's research has been published in many top marketing journals including the Journal of Advertising Research, Journal of Business Research and Journal of Retailing.  John's findings have also been published in the Wall Street Journal.

 

Justin Cohen


Dr Justin Cohen

Justin Cohen is a Senior Research Associate at the Ehrenberg-Bass Institute for Marketing Science at the University of South Australia.  Justin is a China expert with a focus on route-to-market decision making, retailing, advertising, and wine and food marketing.  He has international experience both as a practitioner and researcher.

 

Dr Richi Sinha


Dr Ruchi Sinha 

Dr. Ruchi Sinha is a Senior Lecturer in the School of Management at the University of South Australia, Adelaide. Prior to this she was a faculty member in the Organizational Behaviour department at the Indian School of Business, where she taught post-graduate level courses in Leadership Development and Negotiation Skills. Ruchi is an Organizational Psychologist by training with a Master’s degree and a Ph.D. in Organizational Psychology from Michigan State University, USA.

Prior to her PhD, Ruchi worked as an Human Resource Management consultant, where she designed and delivered training programs on topics such as- psychometric testing, team-building, communication and negotiation skills, leadership and coaching skills.

Her research agenda centres on the emergence of power and status hierarchies at work and how these hierarchies influence voice, participation and conflicts among members. Her second stream of research focusses on how conflicts are negotiated in both interpersonal and group settings and how it impacts emotions, trust and cooperation. Her work is published in international academic journals and has been presented at several top conferences in the field. Ruchi is an active member of the Academy of Management and the Society for Industrial and Organizational Psychology. 

 

Dr Steve Goodman

 
Dr Steve Goodman

Dr Steve Goodman is a Senior Lecturer in Marketing at the University of Adelaide Business School. He is an active researcher in the area of wine marketing - specifically consumer choice and business decision making in the wine supply chain context.  He has published in academic journals, presented papers at leading academic conferences and published extensively in editor reviewed industry journals.

Steve has given keynote presentations on Wine Marketing at conferences in Europe and Australia and Wine Tourism in Chile and has extensive consulting experience as a Partner with Souter & Goodman Wine Marketing where he worked with SME Wineries in South Australia, Victoria and Western Australia to design and implement strategies for direct marketing, b2b marketing and cellar door activity. In 2000, he co-founded WINEPAGES (now Daily Wine News) a Daily email newsletter and online Suppliers Directory that reached over 70% of Australian Wineries.

 

Our facilitators utilise contemporary teaching methods involving participants. There will be interactive discussions around real examples to develop understanding of core concepts and business principles around brand growth.

Participants will be required to actively contribute to these highly interactive seminars, present their ideas, listen to other participants’ experiences and observations on topics, ask questions and seek clarification when they don’t understand a concept.  

Our staff have both industry and academic backgrounds. This mix of experience assists us in understanding industry issues so that we can develop relevant programs to meet the strategic goals of your organisation now and in future. 

The facilitators emphasise:

  • Applied learning projects relevant to the organisation and participants, using real examples as an impetus for change within organisations.
  • The non-threatening academic environment assisting participants to undertake study, which benefits the organisation in regards to employee outcomes and the participants in relation to future career goals.
  • The selection of professional educators, who will deliver contemporary brand growth theory, integrated with practical application relevant to the industry context.

To find out more about our Wine Branding and Sales course, fill out our online inquiry form or alternatively, please contact Sandra Walker on (08) 8302 0801.

Areas of study and research

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