Publics concernés & prérequis

Diplômés français ou étrangers, de préférence dans le secteur concerné, provenant d’écoles de commerce, de l’université ou des écoles d’ingénieurs pouvant attester d’un :

  • Niveau bac+4 ou équivalent, soit 240 crédits ECTS

Pour la VAE : Diplômés d’un bac+3 ayant au minimum un an d’expérience professionnelle (hors stage et alternance) dans le secteur concerné.

Objectifs de la formation

The INSEEC MBA Spirits program targets at students who wish 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, Hermes… 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 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 program.

Les débouchés métiers

Ce programme de 3ème cycle forme aux métiers suivants : Spirits brand manager, propriétaire récoltant, area sales representative, responsable commercial export, chargé de trade marketing…

Je souhaite




INSEEC U. s'engage à ce que la collecte et le traitement de vos données effectués à partir de ce site, soient conformes au Règlement général sur la protection des données (RGPD) et à la loi Informatique et Libertés.
En savoir plus

Les objectifs en termes de compétences

A l’issue de la formation, l’apprenant doit maîtriser les compétences suivantes:

  • management et stratégie d’entreprise
  • marketing stratégique
  • marketing opérationnel
  • management et développement commercial
  • marketing international
  • marketing digital et e-business
  • environnement juridique lié au marketing et au commerce

Certification professionnelle délivrée et blocs de compétences associés

Ce programme délivre le Titre de « MANAGER DU MARKETING ET DE LA STRATEGIE COMMERCIALE » INSCRIT AU RNCP AU NIVEAU 7 SOUS LE CODE 34806.

Cette Certification est accessible par la VAE.

Vous pouvez retrouver les blocs de compétences associés à ce titre RNCP sur ce lien.

Cours spécialisés

  MANAGEMENT

MANAGEMENT IN THE SPIRIT 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 SPIRIT 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 IN THE SPIRITS FIELD

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; Specifics linked to purchasing in the wine business; and, the Role of spirits merchants.

INTERNATIONAL NEGOTIATION

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.

PRODUCTION – TECHNIQUES AND TASTINGS

PRODUCTION AND 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.

SPIRITS TASTINGS

Students will practice in Tastings of the main categories (white spirits, brown spirits, liqueurs and specialties);
Courses on the versatility of spirits (straight, mixed, food pairing); and, Visit whisky distilleries, cognac companies and vodka producing units.

COMMUNICATION

MEDIA PRESS RELATIONS AND COMMUNICATION

Defining the various roles played by the key players in sources of information and media press. How to communicate efficiently.

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.

   MARKETING

CONSUMER BEHAVIOR

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 SPIRIT 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.

CRM

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/horizontal); Marketing tools – advertising, communication, design and packaging, promotions, public relations; and Premiumization; eco-friendly attitude; regional vs. international brands; tailor-made products.

NEW 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.

SPIRITS DISTRIBUTION

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 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 RESEARCH

This course prepares students to understand different types of studies: surveys, qualitative studies, explanatory, predicative and causal studies, descriptive studies.

PACKAGING DESIGN

Topics include: Brand strategy; Visual identity; Design and packaging; Industrial design; Sales and marketing architecture.

Les modalités d’évaluation

Les méthodes d’enseignement

Les modalités d’évaluation sont réalisées en face-à-face, sous forme
de contrôle continu, et d’examens de fin d’études.

  • Étude de cas individuelle ou en groupe
  • Mise en situation professionnelle
  • Présentation orale individuelle et/ou en groupe
  • Dossier individuel et/ou en groupe
  • Enseignements et cours interactifs
  • Mises en situation à travers des études de cas collectives ou individuelles réalisées par les étudiants
  • Conférences, séminaires et visites à portée pédagogique
  • Si nécessaire, des cours en distanciels peuvent être assurés

Informations pratiques

Lieu de formation

Campus de Bordeaux

Volume horaire de la formation

459 heures

Rentrées et rythmes d’études

2 rentrées possibles

Rentrée classique (septembre/octobre)

  • Rythme des cours : 1 semaine / 3 semaines
  • Cours de septembre à septembre N+1

Rentrée inversée (mars)

  • Cours de mars à septembre N+1
  • Rythme des cours : 1 semaine/ 3 semaines

Frais de scolarité 

Les frais de formation peuvent être consultés ici

Contacts

Service des Admissions | admissions.mba.bordeaux@inseec.com
– 05 56 01 81 29
Les autres contacts sont disponibles sur cette page.

Candidature

Les modalités de candidature se trouvent sur cette page.

Poursuivre ses études en situation de handicap

Le groupe INSEEC U. porte une attention toute particulière à l’environnement sociétal dont relève la dimension handicap. En effet, les étudiants en situation de handicap ne devraient pas, à notre sens, rencontrer de problèmes pour poursuivre leurs études et entamer une carrière professionnelle. Nous les accompagnons pour leur faciliter l’accès aux locaux et leur offrir des conseils personnalisés et des aménagements adaptés tout au long de leur parcours scolaire.

Accessibilité : les locaux des MSc & MBA Bordeaux situés au Hangar 18 quai de Bacalan sont adaptés aux normes handicap.

CONTACT : Anne Sophie SCHENKELS , Chargée Alternance & Formation Continue et Référente Handicap INSEEC MSc & MBA Bordeaux.

Nos statistiques (campus de Bordeaux)

Les débouchés : trouvez votre métier à la sortie de votre formation en Luxury & Wine

Suivre votre formation Luxury & Wine en M2 à Bac+5 de l'INSEEC sur l'un de nos campus