Les cours peuvent différer selon les campus. Pour plus d'information, veuillez contacter le campus qui vous intéresse Bordeaux.

50% Anglais – 50% Français

This MBA welcomes students from diverse backgrounds (university or management school graduates), but also professionals from the wine industry or world of viticulture. This program has a strong international orientation, as France is the leading producer, consumer and exporter of wine. The objective of this program is to equip the students with the business and technical skills in order to work as highly qualified executives in the wine sector. Firmly based in the professional world, this program will enable the students to master the necessary methods and tools for the management of a sector. The following are the types of positions that our graduates will be trained for: regional export manager, product manager, purchasing manager, marketing manager, communication manager and manager of a wine firm. Les enseignements sont réalisés en français et anglais.

Ce programme délivre le titre MANAGER MARKETING ET COMMERCIAL INSCRIT AU RNCP AU NIVEAU 1 SOUS LE CODE NSF 312N, ARRÊTÉ DU 6 MAI 2015 PUBLIÉ AU JOURNAL OFFICIEL LE 27 MAI 2015. Cette certification est accessible par la VAE.

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Gérard SPATAFORA

PROGRAM CO-DIRECTOR

 

«  At the Internet age when consummers instantly exchange on social networks thanks to their mobiles, the MBA Wine Marketing & Management meets the changing needs of the wine trade numerous actors. An accelerated training in English to students from all around the world with a thoroughful selection of teachers, lecturers and professionnals providing education as close as possible to the realities of the business.

Join us, and enter the ever growing international network already counting more than 10 promotions, gathering former students deeply committed to the wine business.  » 

Daniel MENACHO

PROGRAM CO-DIRECTOR

« The world of wine is becoming increasingly international with over 43% of all wine consumed in another country than where it is producted. It’s indeed no surprise that the wine industry provides more beverage career opportunities for wine professionals than ever before !

Our team of experienced teachers offers real life based education supported by comprehensive case studies in close collaboration with our large network of formers students, wholesalers, importers, distributors and retailers all around the world. Our aim is to educate, train and stimulate the future manager’s careers to become the key actors of tomorrow’s global wine industry. Their achievement is our goal. »

Cours Fondamentaux

INTERNATIONAL MARKETING

The objective of this course is to understand the principles which govern marketing activities in a global environment.

The course covers international market entry, product launches, marketing strategies and promotion.

Students are expected to make presentations, analyze cases and develop international marketing business plan.

MANAGEMENT AND COMPANY STRATEGY

This course will cover the following: integrating the strategic approach in order to understand and prepare the long-term development of the firm, making a global diagnosis of the firm and its environment while taking into consideration its capacity to adapt to changes, analyzing and understanding structural problems linked to the setting up of a strategic plan; pinpointing the identity of an organization and analyzing the components of the company culture.

AN IN-DEPTH APPROACH TO CONSUMER BEHAVIOUR

The objective of this course is to understand consumer trends in order to better define marketing targets.

 

LAUNCHING AND MANAGING NEW PRODUCTS

How Product Directors manage and launch new products.

MERCHANDISING

Evaluer les différents types de merchandising. Le comportement du consommateur au cœur du merchandising. Analyse quantitative : optimisation, chaîne de valeur, gamme.

POLITIQUE DE DISTRIBUTION

Analyse des différents facteurs économiques, culturels ou juridiques qui impactent les modes de distribution. Les acteurs principaux. Les nouveaux canaux de distribution : internet, foire aux vins grande distribution, box, magasins spécialisés…
The major    players    of    distribution.
Chain-store brands, the new channels of distribution.

INTERNATIONAL ADVERTISING

This course will cover the following key aspects:

  • The sources of information.
  • The roles played by all the players in international advertising (advertisers, agencies, media, consumer lobbies).
  • Global trends affecting advertising today and tomorrow (political, economic, technological, socio-cultural, etc).
  • The various socio-cultural and management factors that have to be taken into consideration when researching, planning and implementing international advertising campaigns.

FINANCIAL MANAGEMENT

Choices regarding investment and financial mean.
Financial analysis and financial information: knowing the users and the sources of information, mastering the tools of financial analysis.
Business plan.

Méthodes et pratiques professionnelles

MANAGEMENT PERSONNEL

Rédaction de CV, e-recrutement et réseaux sociaux, management de projet professionnel, management d’équipe et conduite de réunion. Bilan de compétences, coaching, techniques de recherche d’emploi, techniques de recherche d’emploi dans le monde anglo-saxon, préparation à la soutenance du projet professionnel.

LOGICIELS

Power point, Excel, Access, PAO.

ATELIERS TECHNIQUES PROFESSIONNELS

Techniques de négociation, analyse transactionnelle, prise de parole en public, gestion du stress, techniques de management et leadership.

CONFERENCES METIERS

Présentation des métiers du secteur par des professionnels : viticulteurs, oenologues, cavistes, négociants…

Cours de spécialisations

A COMPARATIVE APPROACH TO THE LEGISLATION AFFECTING THE WINE INDUSTRY

This course covers such areas as: legislation inside and outside Europe; regulations pertaining specifically to the market (planting, reorientation of the production, market operations); rules governing the sale and presentation of products, the naming of wines, the brand or its labelling and the promotion of the product; consumption and legislation regarding fraud; agricultural, wine, business, consumer, international and European Union laws; concrete cases which put the world of wine within its legal environment; administrative constraints.

INTERNATIONAL STRATEGY OF THE BRANDS IN THE WINE SECTOR

Consolidation and evaluation of brand strategy; guiding the relationship between brands and consumers, brand building and the strategic approach.

PACKAGING-DESIGN

Brand strategy, visual identity, design and packaging, industrial design, sales and marketing architecture.

DEVELOPMENT OF FOREIGN MARKETS

To familiarize students with all aspects of the international markets. By the end of the program, students will have a firm grasp of the potential of each national and regional market, of the major language, cultural, social and behavioral differences. Three principal geographical zones will be examined: the Asian markets, the European markets, the New World markets (North and South America, Australia, New Zealand, South Africa).

INTERNATIONAL NEGOTIATION

To know and master the different negotiating techniques according to the cultural context. To negotiate with a winwin approach. To know the personality of the buyers. To know the behavior of the main players in negotiations.

OENOLOGIE

Chimie et biochimie du vin. Les méthodes de vinification et de vieillissement du vin. Analyse chimique et composition du vin. Analyse organoleptique. Qualité et traçabilité du vin.

DEGUSTATION DU VIN

Les différentes étapes de la dégustation : visuelle, olfactive, gustative. Méthodologie de l’analyse sensorielle. Décrire et analyser le vin : mettre des mots sur une dégustation.

BIG DATA IN THE WINE BUSINESS

Thanks to “smart data” we have more data at our finger tips to help us in whatever part of the wine industry.
Understanding Metrics, analysis, Data, visualization will make our business Data driven towards customer’s satisfaction.

E-COMMERCE, E-MARKETING, M-COMMERCE

Les nouvelles tendances de la vente du vin. Vente en ligne, box, expédition directe au consommateur… Analyser les besoins et comportements du consommateur pour mieux les anticiper et y répondre. Optimisation des ventes.

DIGITAL STRATEGY & WINE BUSINESS

Digital strategy & marketing insight; producer’s digital strategy; consumers data & mobile commerce.

Ce programme contient 4 jours de formation à la connaissance et à la dégustation des vins dispensés par les intervenants internationaux de l’INSEEC Wine and Spirits . Ces 4 jours se concluent par un examen de contrôle (QCM + dégustation à l’aveugle) vous permettant d’obtenir le certificat INWINE (niveau B Intermédiaire).

This program includes 4 days of training on wine knowledge and tasting taught by the international lecturers of the INSEEC Wine and Spirits Institute .This session is concluded by an exam ( MCQ + blind tasting ) allowing you to obtain the INWINE certificate ( Level B Intermediate ) .

Projets, Stages et Parcours Professionnels