UE Code : IM2-METVIN-FIR Academic year : 2016-2017

Information on the course unit

Program / Education :

Bachelor and Master of Science in Engineering / Bachelor and Master of Science in Engineering

Level :

Second year of Master of Science in Engineering

Language(s) :


Studies organization

Credits :


Semester :


Total Hours :

170.00 (Hours of teaching + individual study)


Objectives :

• To understand what a marketing approach consists of
• To understand the specific characteristics of wine marketing
. To understand the market and the consumers
• To identify Marketing Strategies for branded products (brands) and local “terroir” goods
• To understand a business strategy and come up with a marketing plan
• To gain an understanding of international wine marketing

Contents :

1- Market Intelligence – Knowing the Market
-Changes in wine consumption both in the world and in France
- Consumer expectations
- Segmentation and consumer typology
- Perspectives and implications for producers.

2- Wine Marketing
- Specific aspects of wine marketing
- Marketing for mass consumption
-Marketing mix

3- Marketing strategy and planning
-Marketing local “terroir” products and branded products (brands)
- Marketing plan: Marketing campaigns to access a market
-Examples of Corporate Marketing and Co-operative Marketing
-Commercial export strategy

Prerequisites :

Understand the basics of marketing

Teaching methods :

Seminars, workshops. Interventions by French partners who are professionals in the field, experts of the wine sector and professors invited as guest speakers to add to what the professors of ESA bring to the program.
Case studies led by the students.
Educational case study in marketing

Assessment :

Individual Written Exam: Comprehensive exam on wine marketing conducted in English
Merchandising Study: Written and/or Oral Report

Bibliography :

2nd year of Master of Science in Engineering

Students will choose only one of these topics according to their major initially chosen.
The end thesis internship is compulsory only for degree-seeker students (including students attending a bi-degree).