Wine Market Course

Wine career benefits

Do you know that in the past 30 years, global wine consumption has fallen 20%, while the number of competing wine brands on the market has increased ten-fold? And yet, in this time, the number of wine consumers has almost doubled. In recent years, wine has welcomed a generation of new Chinese consumers. How can the Chinese markets be developed so that consu-mers continue on from wine novices to enthu-siasts?

Groupe ESC Dijon Bourgogne/Burgundy School of Business in France is collaborating with School of Business, Hong Kong Baptist Univer-sity to offer a Wine Market Course designed for those wanting to comprehend the challenges facing managers in the wine sector. The course is also suitable for potential managers who want to catch the wave of opportunity in the Hong Kong wine business. The module is timed to coincide with VinExpo, the wine Expo, which will be held in Hong Kong in May and participants of the course will be assigned tasks and guided to benefit from attendance at VinExpo.

Participants taking this course will be able to:

Recognize the different needs and wants of the three states of the world’s wine markets

Observe and assess wine market inte-ractions during VinExpo

Evaluate the different distribution options for businesses in the wine market.

Apply theoretical knowledge to the inte-ractions within the wine market

Deal with the complexity and unpredic-tability of the conduct of market research

Apply theoretical understanding to crea-tive and original problem solving

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LEAD INSTRUCTORDr. Damien WILSON is the Head of the MSc Wine Business programme at the School of Wine and Spirits Business. He has a professional background in the wine sector, having worked in sales, service, distribution and production for 20 consecutive years in Australia before taking up his role in Burgundy.

INVITED EXPERTMr. Robert JOSEPH is a world-renowned Wine Writer and Critic. He has published over 30 books on the subject of wine, and has been the editor for one of the world's best-known wine magazines, Meiningers International. He is a frequent visitor to China and his interactive Wine Marketing Toolkit

will be published this year.

Dr. Damien WILSON is the Head of the MSc Wine Business programme at the School of Wine and Spirits Business. He has a professional background in the wine sector, having worked in sales, service, distribution and production for 20 consecutive years in Australia before taking up his role in Burgundy.

Dr. Damien WILSON is the Head of the MSc Wine Business programme at the School of Wine and Spirits Business. He has a professional background in the wine sector, having worked in sales, service, distribution and production for 20 consecutive years in Australia before taking up his role in Burgundy. the wine sector, having worked in sales, service, distribution and production the wine sector, having worked in sales, service, distribution and production the wine sector, having worked in sales, service, distribution and production School of Wine and Spirits Business. He has a professional background in the wine sector, having worked in sales, service, distribution and production

Dr. Damien WILSON is the Head of the MSc Wine Business programme at the School of Wine and Spirits Business. He has a professional background in the wine sector, having worked in sales, service, distribution and production for 20 consecutive years in Australia before taking up his role in Burgundy.

Dr. Damien WILSON is the Head of the MSc Wine Business programme at the School of Wine and Spirits Business. He has a professional background in the wine sector, having worked in sales, service, distribution and production for 20 consecutive years in Australia before taking up his role in Burgundy. the wine sector, having worked in sales, service, distribution and production for 20 consecutive years in Australia before taking up his role in Burgundy.

INVITED EXPERTMr. Robert JOSEPH is a world-renowned Wine Writer and Critic. He has

School of Wine and Spirits Business. He has a professional background in the wine sector, having worked in sales, service, distribution and production for 20 consecutive years in Australia before taking up his role in Burgundy. the wine sector, having worked in sales, service, distribution and production the wine sector, having worked in sales, service, distribution and production the wine sector, having worked in sales, service, distribution and production the wine sector, having worked in sales, service, distribution and production School of Wine and Spirits Business. He has a professional background in the wine sector, having worked in sales, service, distribution and production School of Wine and Spirits Business. He has a professional background in the wine sector, having worked in sales, service, distribution and production the wine sector, having worked in sales, service, distribution and production for 20 consecutive years in Australia before taking up his role in Burgundy.

INVITED EXPERTMr. Robert JOSEPH is a world-renowned Wine Writer and Critic. He has published over 30 books on the subject of wine, and has been the editor for one of the world's best-known wine magazines, Meiningers International. He is a frequent visitor to China and his interactive Wine Marketing Toolkit

will be published this year.

Mr. Robert JOSEPH is a world-renowned Wine Writer and Critic. He has Mr. Robert JOSEPH is a world-renowned Wine Writer and Critic. He has Mr. Robert JOSEPH is a world-renowned Wine Writer and Critic. He has

Dr. Damien WILSON is the Head of the MSc Wine Business programme at the School of Wine and Spirits Business. He has a professional background in the wine sector, having worked in sales, service, distribution and production for 20 consecutive years in Australia before taking up his role in Burgundy.

published over 30 books on the subject of wine, and has been the editor for one of the world's best-known wine magazines, Meiningers International. He is a frequent visitor to China and his interactive Wine Marketing Toolkit

will be published this year.

Mr. Robert JOSEPH is a world-renowned Wine Writer and Critic. He has published over 30 books on the subject of wine, and has been the editor for one of the world's best-known wine magazines, Meiningers International. He is a frequent visitor to China and his interactive Wine Marketing Toolkit

will be published this year.

published over 30 books on the subject of wine, and has been the editor for one of the world's best-known wine magazines, Meiningers International. He is a frequent visitor to China and his interactive Wine Marketing Toolkit

will be published this year.

The School of Wine & Spirits Business, is part of the centennial Groupe ESC Dijon Bourgogne / Bur-gundy School of Business, itself a member of the elite group of French tertiary business institutes collectively known as Conférence des Grandes Ecoles. The School of Wine and Spirits Business is a structure dedicated to education and research in the wine and spirits industries. Its programmes prepare graduates to become capable specialists who trade in wines and spirits, market their products innova-tively and play managerial roles in all divisions of these demanding industries.

Guest speakers

DATE26-30 May 2014 (Mon – Fri)

CLASS VENUE (6:30pm - 9:30pm)The Wing Lung Bank Building for Business Studies, Hong Kong Baptist University (Shaw Campus), 34 Renfrew Road, Kowloon Tong, Kowloon

VINEXPO VENUE (1:30pm - 4:30pm)Hong Kong Convention and Exhibition Centre1 Expo Drive, Wanchai, Hong Kong

LANGUAGEEnglish

ENQUIRIESCindy LEUNGTel: 3411-7585 Email: ied@hkbu.edu.hkWebsite: http://ied.hkbu.edu.hk/

COURSE FEEHK$15,000

REGISTRATION DEADLINE30 April 2014

Date VinExpo Lecture

26 May 2014 (Monday)

27 May 2014 (Tuesday)

28 May 2014 (Wednesday)

29 May 2014 (Thursday)

30 May 2014 (Friday)

PROGRAMME CONTENT

1. Introduction to the Wine MarketThis unit gives an overall view of the market history and key trends in modern wine commerce, through to the factors that have led to the market challenges in global commerce. The current trends in major markets will set the scene for the remainder of the week.

2. Strategic Wine MarketsThis unit delves into the outlook for the wine sector in the world's major wine markets. While recogni-sing the world's wine markets is important, the long-term outlook, along with the key strengths of the major markets of Hong Kong and China, according to Debra MEIBURG MW; and the other BRICS countries are an excellent insight into wine market growth. By then comparing these with the market stable, New World countries, and the dying, European markets, the key strategies for wine market development are brought into stark contrast for promising MBA students.

3. Wine Sales and PurchasingThe world's wine markets rely on sales. Wine business managers need to know how wine must be positioned and placed, based on the consumer's use of purchasing cues during the sales exchange. Promotional plans, and the relationship with purchasing are explained, and the individual assess-ment task for VinExpo Asia Pacific is distributed.

4. Wine and Distribution (w)After the excitement of VinExpo, we catch up with Robert JOSEPH, one of the UK's most prominent wine critics. Robert will outline the distribution challenge facing wine producers through a webinar. As having published more than 30 books on wine, and remaining an active wine writer, wine distribu-tor and winery owner, Robert's decades of experience are invaluable for an understanding of how challenging the distribution of a sensitive, fragile and low-value product is for a global audience that is progressively moving to digital commerce.

5. Wine Market Regulations and RegulatorsThe course concludes with the students' evaluating the wine offer from a series of different countries. The lecture outlines how regulations can affect demand and supply of wine, and specifically how the producer needs to be familiar with the regulations and regulators in order to enable the whole process of demand evaluation, distribution and sales to profligate in coming years. The module concludes with a summary and key points to consider for those considering a career in wine business.

ASSESSMENT

This will be 100% course-work based and will include an individual assignment using a template designed by the programme coordinator.

3. Wine Sales and PurchasingThe world's wine markets rely on sales. Wine business managers need to know how wine must be positioned and placed, based on the consumer's use of purchasing cues during the sales exchange. Promotional plans, and the relationship with purchasing are explained, and the individual assessment task for VinExpo Asia Pacific is distributed.

4. Wine and Distribution (w)After the excitement of VinExpo, we catch up with Robert JOSEPH, one of the UK's most prominent wine critics. Robert will outline the distribution challenge facing wine producers through a webinar. As having published more than 30 books on wine, and remaining an active wine writer, wine distributor and winery owner, Robert's decades of experience are invaluable for an understanding of how challenging the distribution of a sensitive, fragile and low-value product is for a global audience that is progressively moving to digital commerce.

5. Wine Market Regulations and RegulatorsThe course concludes with the students' evaluating the wine offer from a series of different countries. The lecture outlines how regulations can affect demand and supply of wine, and specifically how the producer needs to be familiar with the regulations and regulators in order to enable the whole process of demand evaluation, distribution and sales to profligate in coming years. The module concludes with a summary and key points to consider for those considering a career in wine business.

This will be 100% course-work based and will include an individual assignment using a template designed by the programme coordinator.

After the excitement of VinExpo, we catch up with Robert JOSEPH, one of the UK's most prominent wine critics. Robert will outline the distribution challenge facing wine producers through a webinar. As having published more than 30 books on wine, and remaining an active wine writer, wine distributor and winery owner, Robert's decades of experience are invaluable for an understanding of how challenging the distribution of a sensitive, fragile and low-value product is for a global audience that

The course concludes with the students' evaluating the wine offer from a series of different countries. The lecture outlines how regulations can affect demand and supply of wine, and specifically how the producer needs to be familiar with the regulations and regulators in order to enable the whole process of demand evaluation, distribution and sales to profligate in coming years. The module concludes with a summary and key points to consider for those considering a career in wine business.

This will be 100% course-work based and will include an individual assignment using a template designed by the programme coordinator.

wine critics. Robert will outline the distribution challenge facing wine producers through a webinar. wine critics. Robert will outline the distribution challenge facing wine producers through a webinar. wine critics. Robert will outline the distribution challenge facing wine producers through a webinar.

sing the world's wine markets is important, the long-term outlook, along with the key strengths of the major markets of Hong Kong and China, according to Debra MEIBURG MW; and the other BRICS countries are an excellent insight into wine market growth. By then comparing these with the market stable, New World countries, and the dying, European markets, the key strategies for wine market development are brought into stark contrast for promising MBA students.

The world's wine markets rely on sales. Wine business managers need to know how wine must be positioned and placed, based on the consumer's use of purchasing cues during the sales exchange. Promotional plans, and the relationship with purchasing are explained, and the individual assessment task for VinExpo Asia Pacific is distributed.

After the excitement of VinExpo, we catch up with Robert JOSEPH, one of the UK's most prominent wine critics. Robert will outline the distribution challenge facing wine producers through a webinar. As having published more than 30 books on wine, and remaining an active wine writer, wine distributor and winery owner, Robert's decades of experience are invaluable for an understanding of how challenging the distribution of a sensitive, fragile and low-value product is for a global audience that is progressively moving to digital commerce.

5. Wine Market Regulations and RegulatorsThe course concludes with the students' evaluating the wine offer from a series of different countries. The lecture outlines how regulations can affect demand and supply of wine, and specifically how the producer needs to be familiar with the regulations and regulators in order to enable the whole process of demand evaluation, distribution and sales to profligate in coming years. The module concludes

wine critics. Robert will outline the distribution challenge facing wine producers through a webinar. As having published more than 30 books on wine, and remaining an active wine writer, wine distributor and winery owner, Robert's decades of experience are invaluable for an understanding of how challenging the distribution of a sensitive, fragile and low-value product is for a global audience that is progressively moving to digital commerce.

5. Wine Market Regulations and RegulatorsThe course concludes with the students' evaluating the wine offer from a series of different countries. The lecture outlines how regulations can affect demand and supply of wine, and specifically how the producer needs to be familiar with the regulations and regulators in order to enable the whole process of demand evaluation, distribution and sales to profligate in coming years. The module concludes with a summary and key points to consider for those considering a career in wine business.

wine critics. Robert will outline the distribution challenge facing wine producers through a webinar. wine critics. Robert will outline the distribution challenge facing wine producers through a webinar. As having published more than 30 books on wine, and remaining an active wine writer, wine distributor and winery owner, Robert's decades of experience are invaluable for an understanding of how challenging the distribution of a sensitive, fragile and low-value product is for a global audience that is progressively moving to digital commerce.

5. Wine Market Regulations and RegulatorsThe course concludes with the students' evaluating the wine offer from a series of different countries. The lecture outlines how regulations can affect demand and supply of wine, and specifically how the

wine critics. Robert will outline the distribution challenge facing wine producers through a webinar.

A Burgundy vineyard. Burgundy is one of the fastest growing wine categories throughout China,

and is famous for producing some of the world's most expensive, and exclusive wines.

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Personal Information (Please complete in BLOCK LETTERS)

Title Prof. Dr. Mr. Mrs. Ms.

Family Name Given Name(s)

Telephone Email Address

Mailing Address

Company Name

Years of experience in Wine Business

Course Fee: HK$15,000

Please send the application form together with a cheque payable to "Hong Kong Baptist University" by post to:

Institute for Enterprise DevelopmentWLB 703, The Wing Lung Bank Building for Business StudiesHong Kong Baptist University (Shaw Campus)34 Renfrew Road, Kowloon Tong, Hong Kong

___________________________________ _________________________Signature of Applicant Date

Enquiries: 3411 7585 (Miss Cindy Leung) Email: ied@hkbu.edu.hk

Registration Deadline: 30 April 2014

APPLICATION FORM