Content

9 disciplines to apply management fundamentals to the wine and spirits industry

Wine and spirits markets: A comprehensive

overview of major wine and spirits producing and consuming markets

The Wine & Spirits MBA dissertation: A research-based project analyzing a business issue

Pedagogy The program is divided into 630 taught hours and 1,000 hours of personal work during the «inter sessions».

Teaching comprises a combination of formal taught sessions, workshops, case studies and industry visits,

with both academics and wine and spirits industry practitioners.

All courses and most materials used in class or online are related to management practices within the wine and spirits industry.

Contact hours are spread into four face-to-face sessions, which take place successively in Bordeaux (France), Adelaide (Australia), Sonoma (USA), and Hong Kong (China). These contact hours are based on face-to-facesessions with professors and guest speakers, where information is exchanged with and between program participants. Contact hours are meant to be experiential, problem-solving based, and interactive with wine and spirits professionals. They include group and individual presentations. During each session, visits to industry locations and businesses are organized and focus on specifi c wine and spirits business issues.

Distance learning is provided all along the program.

Inter sessions help participants actively prepare for thetaught sessions (readings, literature review, assignedprojects); they are also meant to provide the participantswith continuous distance learning and assessment.

In a changing and even more competitive environment, wine and spirits businesses have to focus on delivering greater value to wine and spirits consumers. Facing these strategic marketing challenges, wine and spirits fi rms should understand and disseminate the best management practices. The Wine & Spirits MBA offers its in-depth knowledge of both traditional and new markets and

proposes training tools adapted to new management methods. Our mission is to provide current and future wine and spirits industry practitioners with the leadership skills, market insight and management acumen necessary to confront the wine and spirits industry’s complex business environment.

Wine & SpiritsMBA

MANAGEMENT EDUCATION FOR THE WINE AND SPIRITS INDUSTRY

CURRICULUM

Bordeaux France / Adelaide Australia / Sonoma USA / Hong Kong China

TOEFLGMAT

Parttime23

months

Bacherlor’s degree

+3 yearswork

experience

• Marketing

• Corporate Finance

• Strategic Management

• Entrepreneurship

• International Business and Environmental Forces

• Managing People

• Supply Chain and Operations Management

• Information System Management

• Economics

The only one.

Kathleen has character and ambition.Now she is a leader in the wine and spirits industry.

• An executive MBA program focused on wine and spirits management

• A part-time format with minimum time out of the offi ce (63 days)

• AMBA accredited

• A strong alumni network

• A unique way to reach your career objectivesin the international wine and spirits businessA unique way to reach your career objectives

CALENDAR 2012 / 2013

PROGRAM DETAILS

2012 2013

January Feb. - Sept. Sept. Oct. January Feb. Feb. - May June Dec.

13 to 28 14 to 29 2 to 16 1 to 15

Hong Kong (China)

Sonoma (USA)Bordeaux (France)

Adelaide (Australia) Defense of dissertations in Bordeaux

Online sessions

Session 116 days

Session 216 days

Session 315 days

Session 416 days

SUPPLY CHAIN & OPERATIONS MANAGEMENT 55 HOURSBORDEAUX, SONOMA, HONG KONG, ONLINE

• Introduction to SCM • Old world vs new world • Retail management • Purchasing • Inventory management • Logistics and transportation

management

INFORMATION SYSTEM MANAGEMENT19 HOURSONLINE

• E-Commerce value and use in the wine industry

• Enterprise applications • Decision support systems • Knowledge management • Collaborative tools

ECONOMICS19 HOURSONLINE

• Introduction • Economic analysis • Markets, information, and wine quality • Wine and spirits prices, wine and investment • Wine and spirits MBA experiment

MARKETING79 HOURSADELAIDE, HONG KONG, ONLINE

• Introduction to wine and spirits marketing • Consumer behavior • Branding and pricing, brand development

for wine and spirits • Communication, distribution, tourism • Packaging design • Marketing planning • Sales policy and category management • International marketing in the wine and

spirits industry • Marketing strategy

(the «French Paradox» simulation game)

MANAGING PEOPLE84 HOURSBORDEAUX, ADELAIDE, HONK KONG, ONLINEPersonal and Career Developement• Self presentation, individual skills• Interpersonal communication,

group working skills• Cross cultural management skills• Developing a professional project• Coaching the professional project• Wine careers: Knowledge transfer

Organizational Behaviour and Management• Team management, cultures, diversity• Leadership and change• Structures• Case study

Strategic Human Resource Management

CORPORATE FINANCE 69 HOURSBORDEAUX, SONOMA, ONLINE

• Review of fi nancial statements • Valuation in the wine industry • Financial analysis (I & II) • Financial decisions • Investment fi nancing • Cost analysis • Currency risk management • Financial planning

STRATEGIC MANAGEMENT 53 HOURSBORDEAUX, SONOMA, ONLINE • Strategic analysis • Strategic choice • Strategy implementation

INTERNATIONAL BUSINESS AND ENVIRONMENTAL FORCES 47 HOURSBORDEAUX, ADELAIDE, SONOMA, HONG KONG, ONLINE

• International business plan • Legal aspects of the wine and spirits industry • Internationalization process • International strategy and organisation • International business plan presentation

ENTREPRENEURSHIP 52 HOURSSONOMA, HONG KONG, ONLINE • Entrepreneurship, creativity

and opportunity identifi cation • Determining market size

and how to reach the market • Financing & growth

I. MANAGEMENT FUNDAMENTALS

Export Manager

Marketing Manager

Wine Division Manager

Sales Manager

Director of External Relations

International Director

At the end of our curriculum, every student will: • Thoroughly master management fundamentals and will

be able to apply these systemically within wine and spirits organizations

• Demonstrate effective leadership skills and team building skills in a multicultural context

• Demonstrate oral and written communication skills

• Be able to solve complex business problems that are cross-functional

• Be able to apply critical research methods to a professional issue

CAREERS

II. WINE & SPIRITS MARKETS

• Research project • Australia • Japan, China, Hong Kong, Singapore, Korea, Taiwan, India

• Chile, Argentina, Brazil • France, place de Bordeaux, UK, Spain, Eastern Europe • USA

96 HOURS BORDEAUX, ADELAIDE, SONOMA, HONG KONG

III. RESEARCH AND CONSULTANCY METHODS

• Methodology • Market research methodology • Methodology for case study

• Qualitative methods • Quantitative methods

39 HOURS BORDEAUX, ADELAIDE

IV. ELECTIVE

• 1. Wine tourism • 2. Wine and spirits sustainability

• 3. Arts and wine • 4. Wine auctions

ONLINE

Rodrigo LanariWine MBA 2008/2009 (Brazil) Position during the Wine MBA: Marketing ManagerPosition after the wine MBA: Wine Division Manager at Expand group BrazilThe Wine MBA expanded my wine network (professionally and academically) and gave me the opportunity to share my experience with industry leaders and professionals with different backgrounds. It enabled me to get a broader vision of the world wine industry and to apply solid academic skills in my professional career. The Wine MBA dissertation was a great experience to link the theory to the praxis.

Shota Kobelia Wine MBA 2004/2005 (Georgia) Position during the Wine MBA: Production DirectorPosition after the Wine MBA: Export Director at Teliani GroupI came to the program for its sales and marketing expertise. Until then I had been on the production side of the industry. I feel that the Wine MBA gave me what I was looking for and more. I now feel fully competent in every part of the wine business.

Greg Berti Wine MBA 2002/2003 (Canada)Position during the Wine MBA: State Wineries and Global MarketsPosition after the wine MBA: Vice-President at Andrew Peller, Ltd.The program delivered what I had hoped: an executive MBA with a focus on the wine business and a very international content. The returns from a fi nancial standpoint are clear; from an intellectual and skill perspective, it would be hard to replicate the benefi ts from such an experience.

Peter Dauthieu Wine MBA 2001/2002 (Spain) Position during the Wine MBA: Export DirectorPosition after the wine MBA: International Director at Viniberia I chose the Wine MBA because of its level of qualifi cation, its content, its focus on the wine industry and its global reach. The program helped me develop my managerial skills, increased my knowledge of the overall wine business and increased my intercultural skill set and network.

Diploma in hand, Wine MBA alumni have seen their career objectives reached and surpassed.

After being a Cellar Master at Château La Louvière, then Couhins-Lurton, Rochemorin, and de Cruzeau, all belonging to Vignobles André Lurton in Bordeaux, Vincent Cruège was promoted Associate Technical Director in 2004. This new position led him to participate to the Management team’s meetings and give his opinion about the strategic orientations of the company, from

a production standpoint. With his scientifi c educational background, Vincent quickly felt the need to acquire supplementary competences in Marketing, Finance and Management.

“I manage a 20-person team operating in the cellar. In order to be more skilled in my position as a manager, and also more effi cient in the wine-making process on a fast moving market, I wanted to supplement my knowledge in all these fi elds”.

Vincent Cruège started the Wine MBA program in January 2008. In June the same year, he was offered the position of Director of External Relations at Vignobles André Lurton, while keeping his position of Associate Technical Director. His mission was to structure and lead the Marketing and Public Relations departments at André Lurton.

“Vignobles André Lurton have experienced a very high growth in the recent years. However, until now, there was no clearly identifi ed Marketing department. The company needs in this fi eld have coincided with my new qualifi cations. Thanks to these multiple competences,I have improved both my effi ciency and the relevance of my proposals. Today, I feel much more confi dent in successfully carrying out new projects”.

ALUMNI TESTIMONIAL “CARRYING OUT NEW PROJECTS”

Vincent Cruège - WINE MBA - 2009

NETWORKS

OUR MENTORS

Ãmorim & Irmaos Australian Wine Export Council Bacchus Fine Wines Baron Philippe de Rothschild Maipo Chile Baron Philippe de Rothschild SA Barton et Guestier Beams Benziger Château Cheval Blanc Château Couhins-Lurton Château Haut-Brion Château La Louvière Château Lafi te Rothschild Château Larmande Château Larose Trintaudon Château Lynch Bages Château Malartic Lagravière Château Margaux Château Pape Clément Château Smith Haut Lafi tte Concha Y ToroConstellation Wines US Consultora STG CopiaDominio del Plata Expand Group Brazil Eurowine Fine Wines, Ltd. Fantesca Estate and Winery Febvre & Company, Ltd.Feudi San Gregorio François Lurton S.A.

Gravitas Wines and Gourmet Foods GWS Pernod Ricard Hotel Terra Vina Montes Winery Mumm Napa New York Restaurant Association OIV Prime Wine Sweden Rémy MartinRobert Mondavi Winery Société des Alcools du QuébecUTO Veramonte Vertumne International Viña de Martino Viña Errazuriz Viña San Pedro Viña Undurraga Viniberia SA Vins Rares White Hall Lane William Cole Winery Wine Amigo Wine Country This Week Wine Development Board of Ireland Winefl irt.com Wine Intelligence, Ltd.Wines of Argentina Wine Two Three, Inc. Yalumba Winery

Philippine de Rothschild (2001-2002)Baron Philippe de Rothschild S.A., France

Timothy Mondavi (2002-2003)Robert Mondavi Winery, United States

Aurelio Montes, Douglas Murray (2003-2004)Montes Winery, Chile

Alfred Alexandre Bonnie (2004-2005)

Château Malartic-Lagravière, France

Florence Cathiard (2006-2007)Château Smith Haut Lafi tte, France

Michel Rolland (2007-2008)International Consultant - Oenologist, France

Robert Hill Smith (2008/2009)Yalumba Winery, Australia

Susana Balbo (2009/2010)Owner of Dominio del Plata and President of Wines of Argentina

Argentina

François Lurton (2010-2011)Owner of François Lurton S.A, France

Yves Bénard (2011-2012)President of the OIV, France

Companies supporting the Wine & Spirits MBA

CONTACT

QUICK LOOK AT THE PROGRAM

Cost26.000 euros, including:• Full tuition for all modules• Main text books• Access to BEM’s distance learning platform• Access to BEM and UniSA databases

Additional costs are accommodation, meals and travels

An additional, non refundable 120-euro application fee is required for each application

Date of creation 2001 (Wine MBA). In 2012 the Wine MBA becomes the Wine & Spirits MBA

Number of places 20

Duration 23 months, from January 2012 to December 2013

Recruitment dates January - December 2011

Format Part-time ( 63 days out of the offi ce in 23 months)

Education background • 55%: Management • 25%: Sciences

• 80%: Wine and spirits industry

Career evolution • 50% average pay increase since graduation • 41% have progressed vertically within their company • 47% have moved to larger, more international fi rms

(35 % of these have progressed in their position as well)

Acceptance Acceptance communicated within 10 days after reception of the application form Final acceptance is submitted to payment of the application fee and fi rst installment

Financing sources SponsorshipWine and spirits companies may provide sponsorship for a chosen participant, for part of or the whole tuition fees

Scholarships BEM provides 3 types of scholarships:Excellence; diversity; and for women

www.bem.edu/en/wine-spirits-mbawww.bem.edu/en/wine-spirits-mbawww.bem.edu/en/wine-spirits-mba

*Écr

ivez

vot

re h

isto

ire -

BE

M -

tous

dro

its r

éser

vés

- ©

Con

cept

ion

et c

réat

ion

: M

ore

and

Mau

re G

raph

ic S

tudi

o -

Cré

dits

pho

to :

BE

M e

t Get

ty im

ages

Write your story*