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TOUR214 Introduction to Wine Business

Description

This course is an introduction to the business of wine. It explores the complex value chain that delivers wine from vineyard to consumer. As such it provides an introduction to everything from viticulture and winemaking, to the role of intermediaries, wine retail (off-licence) and the hospitality sector (on-licence). Students are also introduced to the role of wine (and wine tourism) in regional development.
The wine industry and wine tourism are becoming increasingly significant aspects of the New Zealand economy. This course provides students with an overview of the broad and diverse nature of wine business with an emphasis on how wine and tourism intersect. It utilises examples from New Zealand and around the world to give students an appreciation of some of the key academic and business concepts behind the wine industry.
A core component of the course is the gaining of skills and knowledge in wine appreciation. Workshops are dedicated to the acquisition of wine-tasting skills and to gaining knowledge of a wide range of wines and aspects of wine marketing from around the world.
A non-compulsory field trip to a neighbouring wine region also gives students direct exposure to winemaking operations and cellar door management. This paper is ideal for those wishing to enter the wine industry, those looking to develop their wine knowledge to use in the business environment, those wishing to learn more about the marketing and sales of symbolic consumer goods or those with an interest in wine. It is suited to current students and those who wish to return to study.

Prerequisite

Any 108 points

Restrictions

None

Enrolments for this paper are limited and require Departmental permission.

Note: Due to the need to plan wine tasting sessions in advance and high student interest, students who are accepted for this paper but subsequently need to withdraw should advise the Department of Tourism in writing at least 10 days before the commencement of Summer School.

Time commitment

Lectures Mon, Tue: 2 hours each day (mornings)
Workshops Mon, Tue: 2 hours each day (afternoons)

Lecturer and Course Coordinator

Dr Trudie Walters

Recommended textbook

(Purchase is not compulsory)

  • Hall C. M., and Mitchell, R.D (2008) Wine Marketing: A Practical Guide. Butterworth Heinemann, Oxford.  (Available as an eBook in the Library)
  • Charters, S. (2006) Wine and Society: The Social and Cultural Context of a Drink.  Elsevier, Amsterdam/Boston.  (Held on 3 day loan in the Library)
  • Howland, P.J. (2014) (ed) Social, Cultural and Economic Impacts of Wine in New Zealand.  Routledge, London.  (Available as an eBook in the Library)

Assessment

Project proposal (group work)15%
Project report (group work)25%
Wine knowledge test (in class)30%
Final examination30%

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Details

An introduction to the business of wine. The culture of wine, wine regions, sensory evaluation, structure of the industry, the market for wine, wine tourism, distribution and sales.

The wine industry and wine tourism are becoming increasingly significant aspects of the New Zealand economy. This paper provides students with an overview of the broad and diverse nature of wine business, with an emphasis on how wine and tourism intersect. It will utilise examples from New Zealand and around the world to give you an appreciation of some of the key academic and business concepts behind the wine industry. The paper will include investigations into the contexts of wine business, wine tourism, the wine consumer, marketing, sales and advertising dimensions, as well as knowledge and history of the New Zealand wine industry.

Paper title Introduction to Wine Business
Paper code TOUR214
Subject Tourism
EFTS 0.1500
Points 18 points
Teaching period Summer School
Domestic Tuition Fees (NZD) $846.30
International Tuition Fees (NZD) $4,073.10

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Prerequisite
108 points
Schedule C
Commerce
Eligibility
This paper is for anyone who wishes to increase their knowledge about wine and wine business. As a 200-level paper, a certain level of academic achievement is expected. Students in this paper come from all subjects areas, and we welcome those interested in taking this paper for interest only.

Enrolments for this paper are limited and require departmental permission. View more information about limitations of enrolment.
Contact
tourism@otago.ac.nz
Teaching staff
Dr Trudie Walters
Paper Structure
This paper covers three key areas:
  • An understanding of the global wine industry, including wine tourism
  • An understanding of the wine consumer
  • A practical understanding of wine tasting
Teaching Arrangements
Summer School: Two 2-hour lectures and two 2-hour workshops per week
Textbooks

Recommended texts (purchase is not compulsory):

Hall C. M. and Mitchell, R.D. (2008) Wine Marketing: A Practical Guide. Butterworth Heinemann, Oxford. (Available as an eBook in the Library)

Charters, S. (2006) Wine and Society: The Social and Cultural Context of a Drink. Elsevier, Amsterdam/Boston. (Held on 3 day loan in the Library)

Howland, P.J. (2014) (ed) Social, Cultural and Economic Impacts of Wine in New Zealand. Routledge, London. (Available as an eBook in the Library)

Graduate Attributes Emphasised
Global perspective, Interdisciplinary perspective, Lifelong learning, Cultural understanding, Ethics, Environmental literacy, Self-motivation, Teamwork.
View more information about Otago's graduate attributes.
Learning Outcomes
Upon successfully completing this paper students will
  • Have an understanding of the core concepts of the wine industry
  • Be able to comprehend the complexities and changing nature of the wine consumer
  • Have an understanding of the wider social, cultural and economic contexts of wine, wine business and wine tourism
  • Have some practical knowledge about the principles of wine tasting and wine selling
Course outline

The course book will be available on Blackboard at the start of the course.

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Timetable

Summer School

Location
Dunedin
Teaching method
This paper is taught On Campus
Learning management system
Blackboard

Lecture

Stream Days Times Weeks
Attend
L1 Monday 09:00-10:50 2-7
Tuesday 09:00-10:50 2-7

Workshop

Stream Days Times Weeks
Attend
A1 Monday 15:00-16:50 2-7
Tuesday 15:00-16:50 2-7