Objectives
This English-taught programme was designed for graduates who have a passion for wine and some experience in the wine industry. It is ideal for those looking to create their own business or become industry-specific marketing specialists but it also offers a wider range of professional outcomes. The programme's main focus is demand creation, with particular attention paid to technology, the use of the media and social networks.

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Driven directly by feedback from the wine sector, this MSc has a strong commercial focus, with emphasis on the development of the digital marketing and financial skills required by entrepreneurial professionals.
Wine entrepreneurs need to succeed within an international context. Our programme, which lasts three semesters, offers students a sound grasp of the requirements of the global market by exposing them to a diversity of cultural experiences and an understanding of the intricacies of world commerce.
We draw upon the expertise of an international network of speakers, professionals and academics who will help you develop added value to your offer.
Every year students attend the Digital Wine Communications Conference and ProWein, as well as other trade fairs, as part of the programme.
 
The programme's profile is emphatically international with current and former students from the USA, the UK, South Africa and Brasil, to name but a few countries.
The MSc in Wine Business at Burgundy School of Business has a global reputation for enabling graduates to succeed in this increasingly competitive industry.
 
The places available are limited to a maximum of 25 students.
Career opportunities
The MSc in Wine Business Programme will deliver dramatic new career opportunities for those seeking managerial positions in the wine sector.
Our programme is uncompromising in its commercial orientation, with emphasis on marketing, digital communications, distribution and financial skills.

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Principal positions of interest:
  • Marketing manager: small, medium or large winery
  • Distribution manager: winery, wholesale or retail
  • Regional or group collective representative
  • Wine or regional tourism manager
  • Community manager for a wine business
  • Wine writer
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Pr Roberta Crouch
Director of the MSc in Wine Business
Associate Dean, Wine Business B Business (Marketing),
B Education, B Commerce Honours (First Class), Graduate Certificate in e-Learning, PhD (Adelaide)
Roberta is the Director of MSc in Wine Business at ESC Dijon School of Wine and Spirits Business. Prior to coming to France in October 2015, Roberta was the Director of the Masters of Wine Business program at The University of Adelaide, where she was also the Chair of the University of Adelaide Wine Future Research Cluster. A cross disciplinary and industry based research and education focused committee comprised of leading academics in grape and wine production and business and key Australian wine industry stakeholders.

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She has researched consumer behaviour respective to wine, more specifically the drivers of premium wine purchase decisions extensively both nationally and internationally in established and developing markets. Her particular areas of interest include country of origin effects, the power of non-intrinsic product cues to influence perceptions of product and service quality along with the influence of consumer knowledge and involvement. She has been awarded numerous industry based research grants investigating a number of topics, including the development of online strategies and the effective use of social media to build brand attachment through virtual communities and online co-created live streaming events. In addition to her academic research Roberta has also consulted widely with the wine industry in Australia working on projects related to wine tourism events, consumer preferences and perceptions at international wine shows and the influence of third party online wine retailers on wine brand saliencey and retail brand pricing. She also has extensive experience in program and curriculum development and has taught in France, Germany, Singapore, Finland and Australia.