L'objectif de ce programme est de former des cadres opérationnels qui seront dotés d'une compétence sectorielle approfondie à la fois dans le domaine commercial mais aussi technique. vin Ce cursus de 12 ou 18 mois (suivant le niveau académique d'entrée), à forte connotation internationale, accueille des étudiants d'univers variés (formation commerciale, universitaire, ingénieur…) mais également des professionnels issus de la filière viti-vinicole.
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). Also, the characteristics of the supply. MERGERS AND ACQUISITIONS IN THE WINE INDUSTRY The financial and tax regulations related to the acquisition, sale or the transfer of wine firms. The organization and negotiation of a merger and acquisition operation. The direct players and their motivation, the phases of a merger and acquisition, case studies. A COMPARATIVE APPROACH TO THE LEGISLATION AFFECTING THE WINE AND SPIRITS INDUSTRY this courses covers such areas as : legislation inside and outside of 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 THE INTERNATIONAL STRATEGY OF THE BRANDS IN THE WINE AND SPIRITS 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 familiarise students with all aspects of the international markets. By the end of the programme, students will have a firm grasp of the potential of each national and regional market, of the major language, cultural, social and behavioural differences. Three principal geographical zones will be examined. 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 behaviour of the main players in negotiations. BORDEAUX WINE ECONOMIE The objective of this course is to have an overall view of the techniques linked to wine growing (the soil, vintage, type of vine, vegetative cycles, cultural ways, harvests, materials, diseases and protection, environment and quality. INTERNATIONAL MARKETING The objective of this course is to understand the fundamental 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, analyse cases and be able to develop a basic international marketing business plan. They are not required to purchase textbooks. MANAGEMENT AND COMPANY STRATEGY This course will cover the following essential points : integrate the strategic approach in order to understand and prepare the long-term development of the firm make a global diagnostic of the firm and its environment while taking into consideration its capacity to adapt to changes analyse and understand structural problems linked to the setting up of a strategic plan pinpoint the identity of an organisation and analyse 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 the marketing targets. MARKETING STUDIES AND RESEARCH To understand the typology of studies: surveys, qualitative studies, explanatory, predicative and causal studies, descriptive studies. MERCHANDISING Types of merchandising; consumer behaviour as the keystone of merchandising; quantitative analysis of a line: optimisation, value, reasons to set up, product range. DISTRIBUTION POLICY Learn the different trends, economic or 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 : to be familiar with the sources of information to appreciate the roles played by all the players in international advertising (advertisers, agencies, media, consumer lobbies) to gain awareness of the many global trends affecting advertising today and tomorrow (political, economic, technological, socio-cultural, etc). to appreciate 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: to know the users, the sources of information. Mastering the tools of financial analysis. LUXURY AND BRAND MANAGEMENT WINE TASTING
Informations complémentaires :
Programme sur 12 mois : L'ensemble des enseignements du M2 se déroule en anglais dans une logique d'internationalisation du programme, qui traduit la volonté d'accueillir des étudiants des 5 continents.
Voir toutes les formations BIWI Bordeaux International Wine Institute