Une formation d’excellence, certifiée niveau 1, dédiée au Management et au Marketing des Spiritueux
Le MBA Spirits Marketing and Management accueille aussi bien des étudiants issus d’universités ou d’écoles de gestion, que des professionnels du secteur des spiritueux. Ce programme est fortement orienté vers l’international. Il permet d’acquérir une véritable expertise managériale dans le domaine des spiritueux grâce à des cours en stratégie, fusions-acquisitions, développement de marchés internationaux, comportements de consommateurs, médias et RP… afin de répondre aux besoins des entreprises du secteur.
Les cours sont assurés par des professionnels renommés, qui travaillent pour les plus grands groupes internationaux de spiritueux, partagent leurs expériences avec les étudiants et leurs enseignent les meilleures pratiques.
Des cours variés et des projets individuels et collectifs permettront également aux étudiants d’améliorer leurs compétences en 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.
Découvrez les autres programmes du pôle Luxury & Wine :
- MBA2 Wine Marketing & Management
- Bachelor Commercialisation des Vins et Spiritueux
- MBA1 Wine & Spirits
- MBA2 Luxury Brand Management, Food and Wine
Directeur de programme
The INSEEC MBA Spirits Marketing & Management program is targeted at students wishing to develop their theoretical and practical skills in the spirits sector.
France is the most recognized country in the world for high quality “eaux-de-vie”/brandy production. Bordeaux has always been an important place in the world for wine & spirit commercialization. Bordeaux is situated between two key areas for spirits in France – firstly, Gascony, one of the oldest spirit regions in France with more than 700 years experience producing Armagnac and, secondly, Cognac globally reputed for its spirit of the same name without forgetting its dynamic premium spirit production of vodkas, gins or even vermouth. This latter region is now called Spirit Valley.
Further, France is the world leader in the luxury sector with groups such as LVMH, Kering, Chanel, Hermès… for this reason France is a global leader in creative and innovative design agencies and suppliers.
On top of all the above assets INSEEC itself has access to the top professionals and professors in this industry. INSEEC created the MBA Spirits program four years ago to give the opportunity to students desiring to enter this dynamic sector and, in doing so, the practical and multi-cultural aspects are reflected in its programme.
Production – Techniques and Tastings
PRODUCTION & TECHNIQUES
This course prepares students to history of distillation and alcoholic beverages; A brief history of the main categories: whisky, brandy, vodka, rum, soju; Raw materials: water, corn, grapes, wheat, rice, potatoes; Origins, usage versatility; Distillation: column vs. pot stills, distillation basics; and, filtration, blending, ageing, bottling, and shipping.
Students will practice in Tastings of the main categories (white spirits, brown spirits, liqueurs and specialities); Courses on the versatility of spirits (straight, mixed, food pairing); and, Visit whisky distilleries, cognac companies and vodka producing units.
MEDIA PRESS RELATIONS & COMMUNICATION
Topics include: Defining the various roles played by the key players in international advertising (advertisers, agencies, media, consumer lobbies); and Developing awareness of the global trends affecting the advertising of today and tomorrow.
INTERNATIONAL ADVERTISING AND EVENT MANAGEMENT
Topics include: Sources of information and key players in international advertising (advertisers, agencies, media, consumer lobbies); Global trends affecting advertising today and tomorrow (political, economic, technological, socio-cultural, etc.); and, Socio-cultural and management factors that have to be taken into consideration when researching, planning and implementing international advertising campaigns.
MANAGEMENT IN THE SPIRITS INDUSTRY
Topics include: Integrating a strategic approach to long term development, formulating a global company diagnostic and assessing capacity for change in a fast moving environment; Making a global diagnosis of a firm and its environment while taking into consideration its capacity to adapt to changes; Analyzing and understanding structural problems linked to establishing a strategic plan; and, Pinpointing the identity of an organization and analyzing the components of the company culture.
FINANCE AND ECONOMY IN THE SPIRITS INDUSTRY
Choices regarding investment and financial means; Financial analysis and financial information – to know the users, the sources of information; Mastering the tools of financial analysis; Financing the assets, the production tools and the marketing development; and, COGS, overheads and marketing – aiming at optimizing the gross and the net margins.
LAW, REGULATIONS AND POLICIES
This course introduces legislation inside and outside of Europe, rules governing the sale and presentation of products; The naming of wines; The brand, its labelling and its promotion; Administrative constraints; Product licensing, contracts and control of brand image; Protection of intellectual property; Combating counterfeit and parallel imports; International regulatory and tax environment; and, Communication compliance.
SUPPLY CHAIN MANAGEMENT
From independent agents to fully owned stores, how to control distribution and maximize distribution margins.
Topics include: Logistics and e-business; Distribution and logistics strategy; Customs and wine transport; Specifities linked to purchasing in the wine business; and, the Role of spirits merchants.
The purpose of this course is to master different negotiating techniques according to the cultural context, and learn to negotiate with a win-win approach.
The course introduces students to the different negotiation techniques with an eye to the cultural context (Europe, USA, North Africa, Asia and Latin America). Participants learn how to use a win/win approach and appreciate the importance of gaining a sound knowledge of the proﬁle of buyers. The course also stresses the importance of learning and analyzing the key points needed to succeed in negotiation.
This course investigates the dynamics of human behavior and how it relates to decision-making. It helps gain understanding of consumer trends in order to better define target markets.
It will explore attitudes: from sipping alone to social drinking, from medical benefits to adverse effects, from taste enjoyment to purposeful drinking. The bright and the dark sides of the spirits industry will also be explored.
Other topics: Social status and consumption of spirits; The versatility of spirits (straight, mixed, pairing with food); Offering; by leading brands in each category and the renewal of the offering.
INTERNATIONAL MARKETING AND BRAND MANAGEMENT IN THE SPIRITS INDUSTRY
Topics include: Managing creativity and innovation; Insights into existing and emerging markets; International brand positioning and competitive analysis; Market entry strategies, brand development and international pricing strategies; Consolidating and evaluating brand strategy; Guiding the relationship between brands and consumers; Brand building strategy; and, Mergers and acquisitions in the spirits industry.
This course looks at how to conquer the local store and bar (street marketing), as well as how to conquer national retailers – offerings and negotiations. Using technology to organize, automate and synchronize business processes.
BRAND MARKETING AND STRATEGY
Topics include: Managing a brand; Brand image; Brand attributes; Brand personality – values, benefits and identity; Brand development and brand creation; Brand extension (vertical/horiztontal); Marketing tools – advertising, communication, design and packaging, promotions, public relations; and Premiumization; eco-friendly attitude; regional vs. international brands; tailor-made products.
NEZ PRODUCTS LAUNCHES
Assessing the feasibility of a new product. It analyses new product development and the launch process; Identification of the opportunities; Sequencing and planning launches; Financial and P&L aspects; and, Production and launches.
This course studies the different trends (economic, cultural or legal) affecting distribution; Chainstore brands, and the new channels of distribution (internet).
It analyses: Strategies for distribution – from independent agents to fully owned stores (how to control distribution, how to capture the distributions margins); How to work in free trade or controlled distribution. It also reviews the current situation in the leading markets and consequences on distribution.
MARKETING STUDIES AND RESEARCHS
This course prepares students to understand different types of studies: surveys, qualitative studies, explanatory, predicative and causal studies, descriptive studies.
Topics include: Brand strategy; Visual identity; Design and packaging; Industrial design; Sales and marketing architecture.
Projets, Stages et Parcours Professionnels
International Marketing Assistant
CHAMPAGNE LA ROGERIE
Chargée de trade marketing
Chargé de mission oenotourisme
CHÂTEAU LA ROSE PERRIERE
Assistante commerciale Asie Pacifique
DISTILLERIE DE LA TOUR SA
Coordinatrice Digital communication
Responsible Commercial Export
Spirits Brand manager
LA MAISON DU WHISKY
Laure DE GINESTET DE PUIVERT
REMY COINTREAU USA
Packaging Development Manager
MOËT HENNESSY DIAGEO
BUREAU NATIONAL INTERP¨ROFESSIONNEL ARMAGNAC
Marketing & sales executive
YOUR SOMMELIER LTD
Charlotte DAL MOLIN
LES GRANDS CHAIS DE France
LA MAISON DU WHISKY
US Brand Manager
Co-founder & associate
Brand heritage manager
Marie DE LA IGLESIA
Champagne CHARLES LEGEND
THE RUM EMBASSY
COMPAGNIE DES INDES RUM
Chargée de mission
Add Content Here
GROUPE BERNARD BORDEAUX
Junior brand manager
Responsable de projets
TONNELLERIE SEGUIN MOREAU
Export business developer
LA MAISON DU WHISKY
LA DISTILLERIE DE PARIS
DISTRIBUTEUR DE BIERES INTERDRINKS
Wine & Spirits specialist
Brand ambassador of Chinese market
Découvrez aussi toutes les formations Luxury & Wine en M2 à Bac+5 de l'INSEEC
- Cosmetics Industry Management (100% français ou 100% anglais)
- Fashion Marketing, Design & Brand Strategies (100% anglais)
- Luxury Management, Fine Food & Tourism (50% anglais / 50% français)
- MBA Marketing & Management du Vin (50% anglais / 50% français)
- MBA Luxury Brand Management, Food & Wine (100% anglais)
- MBA Luxury Brand Management, Jewelry & Cosmectics (100% anglais)
- MBA Wine Marketing & Management (100% anglais)