Course overview
This module will see students analyse the wine business from two different perspectives: that of the buyer and that of the seller. Students will learn about buyer behaviour and the value chain, and how this may affect marketing activities. Students will also investigate digital marketing and the various methods available for conducting market research, culminating in the construction of their own business marketing plan.
This module will include:
Market analysis tools.
The marketing mix.
Analysis of segmentation bases.
Market research methods.
Buyer behaviour, the value chain.
Digital marketing.
Ethical marketing.
Constructing a marketing plan.
The outcomes of this module:
Analyse a wine product or service’s internal, external, macro and microenvironment.
Identify, explain and apply the key features of the marketing mix to a given wine product or service.
Identify and evaluate the criteria for market segmentation, assessing how wine buyer behaviour affects marketing activities.
Evaluate the ethical considerations relevant to the marketing of a given wine product or service.
Location
