Wine Course in Bordeaux, France

Bordeaux International Wine Institute:
Bordeaux International Wine Institute (BIWI), located in Bordeaux, France, is a school dedicated to the sale and marketing of wines and spirits offering the Master in Wine Marketing and Management Degree Program. The objective of this masters degree program is to equip the students with the business and technical skills in order to work as highly qualified executives in the wine sector. BIWI is a member of the INSEEC Group. All the courses are taught in English. Bordeaux is situated 300 miles south west of Paris.

Master in Wine Marketing and Management Degree Program:

Courses:

An in-depth approach to consumers' behaviour:
- Consumer trends
- Marketing targets

International Marketing:
- Fundamental principles of marketing activities in a global environment
- Oral presentations, case studies, international marketing business plan

The international wine economy:
- International and French wine sectors
- Wine Business (knowledge from the market, demand statistics, control of the marketing activity)

The international strategy of the brands in the wine and spirits sector:
- Consolidation and evaluation of brand equity
- Relationship between brands and consumers
- Brand strategy on the markets

Management and company strategy:
- Strategic approach (to understand and to launch the long-term development of the firm)
- Global diagnostic of the firm and its environment
- Capacity to adapt to changes on international markets

Marketing studies and research:
- Surveys
- Qualitative studies
- Explanatory
- Predicative and causal studies
- Descriptive studies

Packaging design:
- Brand strategy
- Visual identity
- Design and packaging
- Sales and marketing architecture

Development of foreign markets:
- International markets
- National and regional markets
- Major language, cultural, social and behavioural differences

Launching and managing new products:
Merchandising
- Consumer behaviour (as the keystone of merchandising)
- Quantitative analysis of a line (optimisation, value, reasons to set up, product range…)

Direct marketing and sales promotion:
Distribution policy
International advertising
- Roles played by the competitors in international advertising (advertisers, agencies, media, consumer lobbies)
- Global trends affecting advertising (political, economic, technological, socio-cultural…)
- Socio-cultural and management factors / planning and implementing international advertising campaigns

Financial Management:
- Financial analysis and financial information
- Sources of information
- Tools of financial analysis

A comparative approach to the legislation affecting the wine and spirits industry:
- Legislation inside and outside of Europe
- Rules governing the sale and presentation of products
- Naming of wines
- Brands & Labels
- Promotion of the product
- Administrative constraints
Logistics and purchasing

Professional Workshops: wine growing, oenology, wine tasting:
Wine tours

International negotiation:
- Negotiating techniques (according to cultural contexts) - Win-win approach
- Knowledge of the buyers
- Behaviour of the main players in negotiations

Internship:
Before graduation, students go on a 5 month field internships.

Internships include:
- Communication Assistant at Syndicat des Grands Crus Saint Emilion
- Sales and Marketing at Globus Wine Company in Shangaï
- Assistant Product Manager at Champagne Moët et Chandon
- Store Manager at Glengarry Wines in New-Zeland

Research paper:
Example subjects :
- The future of French wines in the chinese market
- The Indian wine revolution
- How to convert a visitor into a buyer ?
- Difficulties, keys of success and future prospects in an emerging market
- Is Russia a long-term and stable market for Cognac ?