Code: 1570
Management, Marketing and Trading in the Vine and
Degree: 2nd cycle – Viticulture and Oenology
Curricular Year: 1st
Semester Course: 2nd
Credits: 6 ECTS
Compulsory
Language: Portuguese/English
Responsible: Maria Filomena Ramos Duarte
Other lecturer(s): Francisco Ramos Lopes Gomes da Silva and Rui Monteiro (UP)
Web Site: http://www.isa.utl.pt/home/node/3908
Wine Sector
1. Contact hours:
Lecture/Practicals 70 Others 14 Total 84
2. Objectives:
Module 1 – Management: dealing with the basic concepts on organizational management, specially focused on cost management; to identify the main
economical and financial results, and specific methodologies to determine them; provide students with thwe ability to understand the main indicators of
investment profitability and feasibility.
Module 2 –Vine and wine economics and policies: to show the significance of the EU wine sector and the main trends of wine market; to introduce
the main aspects of the new wine regime: namely, national support programmes, management of wine growing potential, rules of Designation of Origin
and Geographical Indication; to use the concepts of demand and supply to analyse wine market behaviour;
Module 3 – Wine marketing: to provide students with a global knowledge of the main issues concerning marketing and how they may influence
corporate management; an understanding of the viticulture specific aspects that determine, at different levels, the marketing policy of the sector; practical
experiences in the area of marketing of a diversified group of organisations of the wine industry
3. Programme:
Module 1 – Management
1.1.Cost classification and management
1.2.Costs and resource management: work, capital and entrepreneur
1.3.Economic and financial results: budgeting, analysis and decision
1.4.Introduction to investment analysis
Module 2 – Vine and wine economics and policies
2.1Significance of the EU wine sector and main trends of the wine market
2.2 Introduction the Wine Common Market Organisation (CMO): the reform process
2.3 The new CMO: national support programmes, management of wine growing potential, rules of Designation of Origin and Geographical Indication
2.4 The wine market: demand, supply and price determination
Módulo 3 – Wine marketing
3.1 – Introduction to marketing
3.2 – The specificity of wine marketing
3.3 – Marketing management of wine products
3.4 – Strategy and planning on wine’s marketing
3.5 – Market studies
3.6 – Case studies
4. Bibliography:
Main Bibliography
Module 1 – Management
Teacher’s notes for in class presentation
Baranger,p. et alli, 1990, “Gestão”,Edições Sílabo
Silva, F.G et alli, 2006, “Manuais do Plano Global de Formação em Gestão Agrícola – Nível Tecnicos”, PO-Agro
Module 2 – Vine and wine economics and policies
Teacher’s notes for in class presentation and:
Dubos, J., 2004, “Economic Analysis European and world wine consumption outlook”, EuroWine, nº18, June/July 2004;
European Commission (DGADR), 2006, “Wine Economy of the sector”, Working Paper;
ONIVINS, 2002, « Enquête ONIVINS INRA sur la consommation du vin en France en 2000 »,Onivins, Infos – nº91, Março de 2002 ;
Rhodes, V., 1993, “The agricultural market system”, Gorsuch Scarisbrick Publishers, Scottsdale, Arizona, pg 186-193;
Tracy, M., 1993, “Food and Agriculture in a market economy, an introduction to theory, practice and policy”, APS – Agricultural Policies Studies, La
Hutte, Bélgica
Other Bibliography
Boulet, J., Laporte, J. , 1997, “Les comportement de consommation de vin en France, in Recherche en Economie et Sociologie Rurales, INRA, Paris
Comissão de Coordenação da Região Norte,2003, “Estudo do Consumidor Português de Vinho”, pg. 22-50;
Laporte, J. e D’Hauteville, F.2004, L’argument santé et la consommation de vin en France , Fiche de dossier de presse, 27/01/2004
(http://www.inra.fr/presse/l_argument_sante_et_la_consommation_de_vin_en_france
INRA, 2004, « L’argument santé et la consommation de vin en France », Inra, fiche de dossier de presse, 27/01/2004
(http://www.inra.fr/layout/set/print/presse);
ONIVINS, 2001, “Enquête ONIVINS INRA 2000. Les occasions de consummation de vin, la segmentation et l’evolution du marché intérieur des vins
tranquilles”, Onivins, Infos, nº 84 ;
ONIVINS, 2001, “Diversité des comportements individuels de consommation de vin en France et scénarios d’évolution du marche”, Onivins, Infos, nº 93;
ONIVINS/GRECO, 2005, “ La consommation du vin en France en 2005”, Résultat.
provisoires – conférences de presse SITEVI,
(http://www.onivins.fr/pdfs/947.pdf) ONIVINS/INRA, sd, La consommation du vin en France étude ONIVINS – INRA (http://www.vinsbourgogne.fr/gallery_files/site_2/2235/enquete_onivins-inra-consommation.pdf)
Module 3 – Wine marketing
FIGUEIREDO, I.; YON, B.; RAMOS, P.; HOGG, T.; AFONSO, O.; SANTOS, S. (2003) – Estudo do consumidor português de vinhos. ESB/UCP, Porto.
FIGUEIREDO, I.; YON, B.; RAMOS, P.; HOGG, T.; AFONSO, O.; SANTOS, S. (2003) – Estudo do consumidor português de vinhos. ESB/UCP, Porto.
FREIRE, A. (1997) - Estratégia: Sucesso em Portugal, Verbo.
JOHNSON, J; SCHOLES, G. (1993) - Exploring Corporate Strategy, 3rd Edition, Prentice Hall International UK.
KOTLER, P. (2000) - Marketing Management, Prentice Hall.
KOTLER P. & ARMSTRONG G. (1995) - Princípios de Marketing, Prentice Hall do Brasil.
Mc DONALD, M. (1995) - Marketing Plans: How to Prepare Them, How to Use Them. Butterworth-Heinemanm ltd, Oxford.
Mc DONALD, M. (1995) - Marketing Plans, BH.
PORTER, M. (1994) - Construir as Vantagens Competitivas de Portugal, Forum Para a Competitividade, Lisboa.
RAMOS P., THOMPSON K. (1996) - The UK Market for Portuguese Table Wines: a Structural Analysis, in International Journal of Wine Marketing, Vol.
8, nº 2.
RAMOS, P. (1996) - The UK Market for Portuguese Wines, Guidelines for Future Strategies, MSc Thesis, Cranfield University
ROUZET E.; SEGUIN G. (2003) Le Marketing du Vin, Dunod.
ROBINSON, J. (1999) - The Oxford Wine Companion to Wine, Oxford University Press.
SCHAFFNER, SCHRODER, EARLE (1998) - Food Marketing, MacGraw Hill.
SEITZ, W.; NELSON, G.; HALCROWN, H. (1994) – Economics of resources, agriculture, and food, MacGraw Hill.
SPAWTON, T. (1989) - Marketing Planning and Communications for Small Winemakers, in International Journal of Wine Marketing, Nº 1, Vol 1 MCB
Press, pp 5-13.
SPAWTON, T. (1991) - Marketing Planning for Wine MCB Press.
VARIAN, H. (2002) – Intermediate microeconomics. A modern approach, W.W: Norton & Company.
5. Assessment:
Module 1 – Management: written assessment at the end of the module
Module 2 - Vine and wine economics and policies: written assessment at the end of the module
Module 3 – Wine marketing: The final classification (FC) of this module results from the weight sum of the score obtained in the Group Work final
report (GOFR), the Group Work final presentation (GOFP) and the individual practical assignment (PAC), obtained through the following expression: FC
= 0,5 x GOFR + 0,3 x GOFP + 0,2 x PAC. The classification of each individual assessment component can not be less than 10 values.
6. Estimated Workload:
168
Hours
18/04/2010
7. Last Update: