Global MBA students learn wine marketing
with UniSA

A lesson in wine marketing: Field trip to Yangarra winery. BUSINESS
A lesson in wine marketing: Field trip to Yangarra winery.

Business students from France recently visited South Australia’s wine regions to explore marketing options that they can take back home with them.

Students from Shanghai University among those learning about wine marketing through the Ehrenberg-Bass Institute, at Yangarra winery.Students from Shanghai University among those learning about wine marketing through the Ehrenberg-Bass Institute, at Yangarra winery.

The group of international business students from KEDGE Business School were among 15 students who travelled to South Australia last month to learn about wine marketing at the Ehrenberg-Bass Institute for Marketing Science.

This visit was part of the Wine & Spirits Management major of the Kedge Global MBA.

The world-class expertise in wine marketing research at the Ehrenberg-Bass Institute has seen it lead the marketing component of the major, which the Institute organises together with KEDGE Business School (based in Bordeaux and Marseille in France).

Program Director of the Master of Marketing at UniSA Business School, and a Senior Research Associate at the Ehrenberg-Bass Institute, Dr Armando Corsi, spoke to the students about research in the analysis of consumer behaviour towards wine.

Dr Corsi accompanied the group on a field trip to the McLaren Vale wine region, where students learnt about the power of the cellar door experience in attracting consumer interest and driving sales of wine.

“This is not the first time we have run this course, but for the first time this year we opened it up to our postgraduate students, who could undertake the course as an elective offered in an intensive mode,” Dr Corsi says.

“We had a total of 29 students which included 15 from the Global MBA and 14 from UniSA.

“I would like to mention that Professor Larry Lockshin and Professor Johan Bruwer, who coordinated the course before me have made my job much easier.”

One of the international students, David Ludovic is General manager of Chateau Marquis De Terme, a winery in the Margaux appellation of Bordeaux. He says the marketing component was interesting in learning about Australian wine marketing in British and American markets.

“Being in the wine industry in France, it has been very interesting to compare the business models of what I can do in France and what it is possible to do here,” Ludovic says.

“It is interesting to share the vision of the wine business, brand and marketing and to take some ideas.

“The products though are different; the story of wine in Australia and wine in Europe is completely different. So that’s why it is interesting to learn about marketing here to see what it is possible to do in Europe to increase our market share.

“Australia is a very young country for wine, in terms of business, market penetration and market share, so it’s interesting to see what methods the wine industry uses to penetrate the British and US markets.

“Marketing here (in Australia) is more based on the product and modern labelling. In France it’s more about the blend and complexity of wine, but here it’s simpler in terms of fruit and being able to easily identify grape varieties.”

Dr Hervé Remaud who coordinates the Wine and Spirits Management major of the Global MBA program at KEDGE Business School and is an Adjunct Senior Research Fellow at UniSA’s Ehrenberg-Bass Institute, says the concepts and principles that are taught during the course are applicable to different modes of business.

“It’s an intense week-long seminar, talking about key principles of the work conducted by the Ehrenberg-Bass Institute and most of the students here have not been exposed to that kind of work before,” Dr Remaud says.

“For many years the Australian wine industry wanted to find its place in the wine world and it did, reaching more than its expected target, selling wine internationally. I believe that marketing has been key to that success.

“Today the Australia wine industry is facing a few issues to establish itself more as a premium wine producer instead of a basic kind of wine producer and so marketing is key again.

“It’s very important for the industry to understand how consumers behave and what they are interested in when they buy wine.”

Find more information about the Ehrenberg-Bass Institute here.