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.
Ce programme est délivré à Bordeaux d’octobre et janvier, puis sur le campus de Londres de février à mars.
La ville de Londres a été choisie pour accueillir ce programme car elle dispose d’une profonde connaissance et d’un savoir-faire inégalable en ce qui concerne l’industrie des spiritueux. C’est aussi là qu’intervient un groupe unique d’enseignants-experts. Ces 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 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.
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.
This course looks at how the web is transforming the spirit customer experience, from online shopping to the latest developments in social networking. It will give a review of spirit e-strategies.
This course evaluates evolving marketing techniques and promotional technologies, and ﬁnds ways to integrate them into an effective communication strategy at the product launch stage for an established brand. It also looks at the emergence of the online store.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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 ) .