Do you need help marketing food and wine brands?

Thursday, 08 March, 2018

Do you need help marketing food and wine brands?

It is crucial to market your brand in the most effective way possible in order to attract and retain customers, but this is easier said than done. To help marketers in the food and wine industry, the University of South Australia’s (UniSA) Ehrenberg-Bass Institute is offering two courses taught by global industry experts.

Lasting for only five days, the two available courses are Premium Food & Wine Marketing, which will commence in July 2018, and Wine Marketing, which will start a few months later in September.

Both will feature guest lectures from marketing experts, as well as a full-day study tour in one of South Australia’s iconic food and wine regions. According to Associate Professor Armando Maria Corsi, the courses aim to help people in the industry understand how to put cutting-edge academic research into practice to successfully grow their brands.

“There is a lot to learn about best-practice marketing,” Associate Professor Corsi said. “We will be sharing practical knowledge on how to grow your brands, both in the Australian market and internationally.”

Premium Food & Wine Marketing is designed for people who already manage brands or want to enter into the premium food and wine industry. The eight-module course will feature a roundtable discussion with food producer Maggie Beer, Woodside Cheese Wrights CEO  Kris Lloyd and national wine writer Tony Love.

The 12-module Wine Marketing course, on the other hand, is based on concepts from international bestseller How Brands Grow by Byron Sharp, and will focus on the latest evidence-based research into wine marketing.

The courses will cover a range of topics, such as: consumer behaviour patterns; communicating brands and building an online presence; sensory analysis; and labelling and packaging.

Other learning outcomes include: building your brand’s reputation; strategies that will improve ROI for your marketing spend; tactics for strategic negotiations with channel partners; and evidence to guide smarter decision-making across the supply chain.

“This is a unique opportunity to learn from decades of research that has been conducted by marketing scientists at the Ehrenberg-Bass Institute,” said UniSA Professor of Wine Marketing Larry Lockshin. “You’ll have top researchers and practitioners teaching you best practice and how to develop effective marketing strategies.”

Professor Herve Remaud from KEDGE Business School in Bordeaux suggested that the courses have attracted postgraduate students for many years, and praised their success.

“Because of the Ehrenberg-Bass Institute’s deep knowledge of brands and consumer behaviour, the groups we bring to UniSA learn things that we cannot access elsewhere,” Professor Remaud said.

For more information or to enrol, click here.

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