INSEEC MSc & MBA
FR
INSEEC MSc & MBA
INSEEC MSc & MBA
FR
MBA Wine Marketing & Management (Full English)

MBA Wine Marketing & Management (Full English)

BORDEAUXAnglais

Obtenez un titre certifié de niveau I en anglais, dédié au marketing du vin

Cette formation en management et marketing du vin accueille aussi bien des étudiants issus d’universités ou d’écoles de gestion, que des professionnels de l’industrie du vin. Bien ancré dans le monde professionnel, ce programme est également fortement orienté vers l’international puisque la France est le premier producteur, consommateur et exportateur de vin au monde.

Des intervenants hautement qualifiés dans le secteur de vins et de spiritueux

Ce programme permet aux étudiants de développer des compétences commerciales et techniques, et d’acquérir les méthodes managériales indispensables pour devenir des cadres hautement qualifiés dans le secteur du vin.

A l’issue de cette formation, les diplômés exerceront en tant que responsables d’export régional, responsables de produits, responsables des achats, responsables marketing, responsables de la communication, gérants de société vinicole, etc.

Ce programme délivre le titre de Manager Marketing et Commercial, certification de niveau I, enregistrée au RNCP -code NSF 312n- par arrêté du 6 mai 2015 publié au J.O. du 27 mai 2015
Cette certification est accessible par la VAE.

Découvrez les autres programmes du pôle vin & spiritueux :


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ACTUALITES
Jean-François LEY

Jean-François LEY

Directeur de programme

"Les méthodes nécessaires à la gestion commerciale et marketing du vin"

Nous avons pour objectif de former des cadres opérationnels qui seront dotés d'une double compétence sectorielle approfondie, à la fois dans le domaine commercial, marketing mais aussi technique.

Le Master of Science Wine Marketing & Management, très ancré dans le monde professionnel, est dispensé en anglais, avec pour finalité de maîtriser les méthodes et les outils nécessaires à la gestion commerciale ainsi que la gestion des marques du secteur du vin. Il destine nos étudiants à des postes divers au sein des services commerciaux, export, marketing, achat, communication et exploitation…

La promotion accueille chaque année des profils très variés, provenant d'une quinzaine de pays différents (Américains, Chinois, Italiens, Indiens, Canadiens…), qui souhaitent valider leurs acquis théoriques par une expérience professionnelle. Le programme Wine Marketing & Management associe des périodes d'enseignement, où la majorité des intervenants sont des professionnels issus de la filière, et des périodes de stage en entreprise, ce qui permet à nos étudiants de professionnaliser leur cursus.

Notre valeur et notre succès passent par la réussite et l'insertion professionnelle de nos étudiants aussi bien en France qu'à l'étranger.

Specialized Courses

  • The International Wine Economy

    This course examines the international and French wine sectors, the business of wine (knowing the market, the demand statistics, the control of the marketing activity), as well as the characteristics of supply.

  • 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 equity.
    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).

  • Logistics and Purchasing

    The following aspects will be treated: logistics and e-business; setting up and partnership strategy; distribution and logistics strategy; customs systems; storage and wine transport; specificities linked to purchasing in the wine business; the role of wine merchants; the purchasing of related materials.

  • International Negotiation

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

  • Oenology

    The following aspects will be dealt within this course: the techniques linked to chemistry and biochemistry; vinification methods and the ageing of the wines; chemical and sensory analysis; quality and traceability in wine firms.

  • Wine Tasting

    The different steps of the tasting process (visual, olfactory and gustative).
    Tasting certainly implies a methodology of the sensory analysis but also offers the pleasure of using words to describe this wonderful product.

Workshops

  • Personal Development Workshops and Seminars

    Practical seminars aimed at facilitating the integration of the student into professional life:
    Company visits; information technology and the multimedia » (Excel, Power-Point applications); performance building and individual coaching (practical exercises): preparing a professional « résumé ».
    Recruitment methods; public speaking; negotiation techniques; conferences on current topics and issues.

  • Professional Workshops

    These workshops will be carried out in collaboration with our partners (wine merchants, growers, wine associations, appellation associations).

Core Courses

  • 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.

  • Marketing Studies and Research

    To understand the typology of studies: surveys, qualitative studies, explanatory, predicative and causal studies, descriptive studies.

  • Launching and Managing New Products

    How Product Directors manage and launch new products.

  • Merchandising

    Types of merchandising.
    Consumer behavior as the keystone of merchandising.
    Quantitative analysis of a line: optimization, value, reasons to set up, product range.

  • Distribution Policy

    Learn the different trends, economic, cultural or legal, affecting distribution.
    The major players of distribution.
    Chain-store brands, the new channels of distribution (Internet).

  • 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 means...
    Financial analysis and financial information: knowing the users and the sources of information, mastering the tools of financial analysis.

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 Institute. 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 ) .

InWine

Projets, Stages et Parcours Professionnels

STAGES ET 1ère EXPÉRIENCE PROFESSIONNELLE DES ÉTUDIANTS DU PROGRAMME

  • Maria AIZPUN
    Assistante commerciale
    THE ROLLAND COLLECTION
    Per Even ALLAIRE
    Brand ambassador & Sales manager
    THOMAS HINE & CO (Cognac)
    Aurélie ANNEY
    Assistante marketing
    H CUVELIER ET FILS
    Thierry ARNOLD
    Business manager
    CAMUS La Grande Marque
  • Adrien BACQUEY
    Assistant manager
    ANNANDALE CELLARS Sydney
    Fanny BASSOLEIL
    Rayon liquide
    E.LECLERC
    Melina BERTOCCHI
    Développement communication
    ASIANA EXPORT
    Magali BLADIER
    Chargée de développement vins & spiritueux
    UBIFRANCE Chine
  • Frédéric BOURGOIN
    Brand ambassador
    BACARDI MARTINI
    Maëlys BOURGOIN
    Assistante communication amont
    HENNESSY
    Guillaume CHAPALAIN
    Chargé de communication pour les DOMAINES JEAN-MICHEL CAZES et chargé de l'organisation des évènements autour de Thierry Marx
    Johanna DABRIGEON
    Assistante Communication
    SYNDICAT DU CONSEIL DES VINS DE ST EMILION
  • Bertrand DEMONTOUX
    Responsable commercial export
    GROUPE JAILLANCE, N.Y.
    Etats-Unis
    Gersende DE MURARD
    Responsable commercial
    CORDIER MESTREZAT GRANDS CRUS
    Camilla DE VERE GREEN
    Export
    CVBG DOURTHE KRESSMANN
    Sophie DULON
    Responsable export
    VIGNOBLES DULON
  • Antrim DUNCAN
    Assistant export
    CHÂTEAU PAPE CLÉMENT (BERNARD MAGREZ GRANDS VIGNOBLES PROPRIETAIRE)
    Elodie DUSSOULIER
    Assistante commerciale
    CHÂTEAU DE ROUILLAC
    Clémence FABRE
    Chef de projet
    SOPEXA Shanghai
    Tiphanie GROUT
    Chargée de marketing et communication
    COGNAC FERRAND
  • Julien HAIE
    Sommelier
    THE LANDMARK LONDON (Royaume-Uni)
    Thomas JOREZ
    Assistant Marketing et communication
    CHÂTEAU PALMER
    Romain KASZKOWIAK
    Direction commerciale GMS
    BRASSERIES KRONENBOURG
    Nelly LAPIERRE
    Assistant manager
    CONSEIL DES GRANS CRUS CLASSÉS EN 1855
  • Valentine LAURENT
    Chef de Produit
    BARON PHILIPPE DE ROTHSCHILD
    Camille LHOMMEAU
    Responsable Export Europe
    GABRIEL MEFFRE
    Yanting LIU
    Export en Chine
    EARL DES VIGNOBLES BARRERE
    Mathieu LUNEAU
    Développement commercial
    SARL ROLLAND COLLECTION
  • Istvan MARTIN
    Commercial
    CHEVAL QUANCARD
    Gauthier MAZET
    Responsable export zone Amérique du Nord
    BONNET GAPENNE
    Lecuona MIGUEL
    Owner
    CITY WINE JOURNAL
    Gaël MORAND
    Chef de produit marketing châteaux
    BARON PHILIPPE DE ROTHSCHILD S.A.
  • Marie NOCERA
    Wine Merchant
    LA CAVE DE DÉCOUVERTES (BERNARD MAGREZ GRANDS VIGNOBLES PROPRIÉTAIRE)
    Thibault ODENT
    Brand ambassador
    CORDIER MESTREZAT GRANDS CRUS Asie
    Loïc PAROLA
    Sales and Marketing Manager
    TURANGA CREEK WINES Nouvelle-Zélande
    Marie POTEL
    Sales and Marketing Manager
    OBSIDIAN VINEYARD Nouvelle-Zélande
  • Victor RABOT
    Fine Wine Consultant
    JEBSEN FINE WINES Hong-Kong
    Charles ROUILLON
    Commercial
    PATRIMOINE GRANDS CRUS
    Elodie SANIKA
    Sales Development
    CORDIER MESTREZAT GRANDS CRUS
    Tiffany SARRAZIN
    Chargée de mission commerciale Africa, Middle East & Indian Ocean
    BARON PHILIPPE DE ROTHSCHILD SA
  • Christine SCHARRER
    Embauchée pendant son stage en tant que Responsable zone export Allemagne, Autriche, Suisse, Danemark
    MAHLER-BESSE
    Gérard SPATAFORA
    Internet marketing manager
    MILLESIMA
    Gauthier VECTEN
    Chargé de Développement Export
    CHAMPAGNE HENRI GIRAUD
    Clément VIGUIE
    Assistant sales manager retail & corporate market
    WINE STORY LIMITED London
  • Daniel VU
    Export Manager
    DOMAINE CHANDON & NEWTON VINEYARD Californie (Groupe LVMH)
    Yuan WANG
    Brand ambassador junior
    LES VINS SKALLI
    Fen ZHU
    Assistant export
    BEST WINE CO
    Marina Shimura Eduardo Yu
    Whisky shop advisor
    SCOTCH WHISKY EXPERIENCE


EXAMPLES OF RESEARCH PAPERS PERFORMED BY STUDENTS

  • What do French and Australian wines need to do to consolidate their positions of leaders on the chinese market?
  • Strategy of Château Haut Grelot to be a success in United Kingdom
  • How to seduce Millenium Generation in France?
  • The future of French wines on the chinese market
  • Voir plus
    • American baby boomers and their wine habits
    • The Indian wine revolution- Is it for real?
    • French wine-making industry
    • The future of the wine promotion in France
    • Chinese wine Marketing Strategy
    • The InterSud creation and the « Sud de France » umbrella brand launching as vector of development for Languedoc Roussilon Wines
    • Organic Wine in France
    • How to convert a visitor into a buyer?
    • The future of Borderaux Wines in United States
    • Bordeaux versus New World Wines in Asia: are their strategies adapted?
    • The strategic launch of a caution brand
    • Business Plan of a wine bar concept: The Frenchy
    • Biodynamic and organic wine on the US market: the new trend?
    • The Rosé: a new Eldorado for French wine?
    • The current popularity of rosé globally and the opportunities for the New Zealand rosé in domestic and export market
  • How can Australian wines succed in the higher end on-trade in Europe?
  • Quel est l'avenir des vins bio en France ?
  • Comment déterminer le prix d'un vin et comprendre pourquoi certains vins sont des objets de spéculations ?
  • What is the future of French wine on the Chinese market? How can we explain the Chinese's sudden fascination for French wines?
  • Voir plus
    • Why does the French vineyard benefit from such a special reputation on the international wine market? Why is France considered as the number one producer of quality wines in the world?
    • Le cidre peut-il entrer dans le business du Luxe ?
    • Development of export markets for Argentine wines: traditional strategy and trend to premiumization.
    • The wine tourism in Bordeaux: reality and issues for the family estates
    • The wine distribution on the Asian market.
    • Wine and web 2.0 communication
    • Ecological practices and green communication in Spanish wineries.
    • Consciousness and behavior of wine consumption and Sales on Taiwan Market.
    • Strategic analysis of Château Pichon Longueville Comtesse de Lalande's brand image.
    • The emergence of wine cooperatives in a globalized market.
    • Analysis of the UK Market: is there an opportunity for Australian wines trough packaging innovation linked with carbon footprint to target the young British?
    • The feasibility analysis of establishing wine magazine in China.
    • Which analysis and strategy to use to establish an innovating concept on a traditional market?
    • The impact of Internet on fine wine distribution.
L'INSEEC Masters of Science et MBA est membre du Groupe INSEEC.

Le Groupe INSEEC, leader de l'enseignement supérieur privé en France, propose une large gamme de programmes de Bac à Bac+8 en formation initiale et continue... Campus à Paris, Lyon, Bordeaux, Chambéry, Genève, Monaco, Londres, Shanghai et San Francisco.

Groupe INSEEC
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