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

Wine & Spirits

MBA

The only one.

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

An executive MBA program focused on wine and spirits management A part-time format with minimum time out of the ofce (63 days) AMBA accredited A strong alumni network A unique way to reach your career objectives in the international wine and spirits business

months

23

Part
time

TOEFL GMAT

Bacherlors degree +3 years work experience

MANAGEMENT EDUCATION FOR THE WINE AND SPIRITS INDUSTRY

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 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 industrys complex business environment.

CURRICULUM
Content 9 disciplines to apply management fundamentals to the wine and spirits industry
Marketing Corporate Finance Strategic Management Entrepreneurship International Business and Environmental Forces Managing People Supply Chain and Operations Management Information System Management Economics

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-face sessions 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 specic wine and spirits business issues. Distance learning is provided all along the program. Inter sessions help participants actively prepare for the taught sessions (readings, literature review, assigned projects); they are also meant to provide the participants with continuous distance learning and assessment.

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,

CALENDAR 2012 / 2013

2012
January 13 to 28
Session 1 16 days

2013
Sept. 14 to 29
Session 2 16 days Bordeaux (France) Adelaide (Australia)

Feb. - Sept.

Oct.

January

Feb. 2 to 16
Session 3 15 days

Feb. - May

June 1 to 15
Session 4 16 days

Dec.

Sonoma (USA) Hong Kong (China)

Online sessions Defense of dissertations in Bordeaux

PROGRAM DETAILS I. MANAGEMENT FUNDAMENTALS

MARKETING CORPORATE FINANCE
79 HOURS ADELAIDE, HONG KONG, ONLINE 69 HOURS BORDEAUX, SONOMA, ONLINE

MANAGING PEOPLE

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)

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

84 HOURS BORDEAUX, ADELAIDE, HONK KONG, ONLINE Personal 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

STRATEGIC MANAGEMENT
53 HOURS BORDEAUX, SONOMA, ONLINE Strategic analysis Strategic choice Strategy implementation

INTERNATIONAL BUSINESS AND ENVIRONMENTAL FORCES

47 HOURS BORDEAUX, ADELAIDE, SONOMA, HONG KONG, ONLINE

ENTREPRENEURSHIP

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

52 HOURS SONOMA, HONG KONG, ONLINE Entrepreneurship, creativity and opportunity identication Determining market size and how to reach the market Financing & growth

SUPPLY CHAIN & OPERATIONS MANAGEMENT

55 HOURS BORDEAUX, SONOMA, HONG KONG, ONLINE

INFORMATION SYSTEM MANAGEMENT

19 HOURS ONLINE

ECONOMICS
19 HOURS ONLINE

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

E-Commerce value and use in the wine industry Enterprise applications Decision support systems Knowledge management Collaborative tools

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

96 HOURS BORDEAUX, ADELAIDE, SONOMA, HONG KONG

Research project Australia Japan, China, Hong Kong, Singapore, Korea, Taiwan, India Chile, Argentina, Brazil France, place de Bordeaux, UK, Spain, Eastern Europe USA

II. WINE & SPIRITS MARKETS

39 HOURS BORDEAUX, ADELAIDE

Methodology Market research methodology Methodology for case study

III. RESEARCH AND CONSULTANCY METHODS

Qualitative methods Quantitative methods

ONLINE

IV. ELECTIVE
1. Wine tourism 2. Wine and spirits sustainability 3. Arts and wine 4. Wine auctions

CAREERS 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

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

Wine MBA 2008/2009 (Brazil) Position during the Wine MBA: Marketing Manager Position after the wine MBA: Wine Division Manager at Expand group Brazil The 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.

Wine MBA 2001/2002 (Spain) Position during the Wine MBA: Export Director Position after the wine MBA: International Director at Viniberia I chose the Wine MBA because of its level of qualication, 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.

ALUMNI TESTIMONIAL

CARRYING OUT NEW PROJECTS

Wine MBA 2004/2005 (Georgia) Position during the Wine MBA: Production Director Position after the Wine MBA: Export Director at Teliani Group I 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.

Shota Kobelia

After being a Cellar Master at Chteau La Louvire, then Couhins-Lurton, Rochemorin, and de Cruzeau, all belonging to Vignobles Andr Lurton in Bordeaux, Vincent Cruge was promoted Associate Technical Director in 2004. This new position led him to participate to the Management teams meetings and give his opinion about the strategic orientations of the company, from a production standpoint. With his scientic 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 efcient in the wine-making process on a fast moving market, I wanted to supplement my knowledge in all these elds. Vincent Cruge 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 Andr Lurton, while keeping his position of Associate Technical Director. His mission was to structure and lead the Marketing and Public Relations departments at Andr Lurton. Vignobles Andr Lurton have experienced a very high growth in the recent years. However, until now, there was no clearly identied Marketing department. The company needs in this eld have coincided with my new qualications. Thanks to these multiple competences, I have improved both my efciency and the relevance of my proposals. Today, I feel much more condent in successfully carrying out new projects.

Wine MBA 2002/2003 (Canada) Position during the Wine MBA: State Wineries and Global Markets Position 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 nancial standpoint are clear; from an intellectual and skill perspective, it would be hard to replicate the benets from such an experience.

Greg Berti

Vincent Cruge - WINE MBA - 2009

NETWORKS

Companies supporting the Wine & Spirits MBA

morim & Irmaos Australian Wine Export Council Bacchus Fine Wines Baron Philippe de Rothschild Maipo Chile Baron Philippe de Rothschild SA Barton et Guestier Beams Benziger Chteau Cheval Blanc Chteau Couhins-Lurton Chteau Haut-Brion Chteau La Louvire Chteau Late Rothschild Chteau Larmande Chteau Larose Trintaudon Chteau Lynch Bages Chteau Malartic Lagravire Chteau Margaux Chteau Pape Clment Chteau Smith Haut Latte Concha Y Toro Constellation Wines US Consultora STG Copia Dominio del Plata Expand Group Brazil Eurowine Fine Wines, Ltd. Fantesca Estate and Winery Febvre & Company, Ltd. Feudi San Gregorio Franois 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 Rmy Martin Robert Mondavi Winery Socit des Alcools du Qubec UTO Veramonte Vertumne International Via de Martino Via Errazuriz Via San Pedro Via Undurraga Viniberia SA Vins Rares White Hall Lane William Cole Winery Wine Amigo Wine Country This Week Wine Development Board of Ireland Wineirt.com Wine Intelligence, Ltd. Wines of Argentina Wine Two Three, Inc. Yalumba Winery

OUR MENTORS
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) Chteau Malartic-Lagravire, France Florence Cathiard (2006-2007) Chteau Smith Haut Latte, 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 Franois Lurton (2010-2011) Owner of Franois Lurton S.A, France Yves Bnard (2011-2012) President of the OIV, France

QUICK LOOK AT THE PROGRAM

26.000 euros, including: Full tuition for all modules Main text books Access to BEMs 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

Cost

Date of creation Number of places Duration Recruitment dates Format Education background

2001 (Wine MBA). In 2012 the Wine MBA becomes the Wine & Spirits MBA
*crivez votre histoire - BEM - tous droits rservs - Conception et cration : More and Maure Graphic Studio - Crdits photo : BEM et Getty images

20 23 months, from January 2012 to December 2013 January - December 2011 Part-time ( 63 days out of the ofce in 23 months)
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 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 rst installment

Financing sources

Sponsorship

Wine 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

CONTACT
Write your story*

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