Program Objectives

Become an expert in the wine industry

This MBA welcomes both students from diverse backgrounds (university or management school graduates) and professionals from the wine industry. With a strong international orientation, this program aims to equip our students with business and technical skills in order to work as highly qualified executives in the wine sector.

Firmly based in professional world, the MBA will enable the students to master the necessary management methods and tools.

This program delivers a title of Trade and Marketing Manager, certified level I by the CNCP.

At a glance

Program operated by


Initial, continuous or work-study training


Full English

in Bordeaux

Intakes in October and February

Accessible after a 4-year post-secondary degree

months of internship
Core courses

International Marketing

The objective of this course is to understand the principles which govern marketing activities in a global environment.
The MBA Wine Marketing & Management covers international market entry, product launches, marketing strategies and promotion.
Students are expected to make presentations, analyze cases and develop international marketing business plan.

Management and Company Strategy

This course will cover the following: integrating the strategic approach in order to understand and prepare the long-term development of the firm, making a global diagnosis of the firm and its environment while taking into consideration its capacity to adapt to changes, analyzing and understanding structural problems linked to the setting up of a strategic plan; pinpointing the identity of an organization and analyzing the components of the company culture.

An In-depth Approach to Consumer Behaviour

The objective of this course is to understand consumer trends in order to better define marketing targets.

Marketing Studies and Research

To understand the typology of studies: surveys, qualitative studies, explanatory, predicative and causal studies, descriptive studies.

Launching and Managing New Products

How Product Directors manage and launch new products.


Types of merchandising.
Consumer behavior as the keystone of merchandising.
Quantitative analysis of a line: optimization, value, reasons to set up, product range.

Distribution Policy

Learn the different trends, economic, cultural or legal, affecting distribution.
The major players of distribution.
Chain-store brands, the new channels of distribution (Internet).

International Advertising

This course will cover the following key aspects:

  • The sources of information.
  • The roles played by all the players in international advertising (advertisers, agencies, media, consumer lobbies).
  • Global trends affecting advertising today and tomorrow (political, economic, technological, socio-cultural, etc).
  • The various socio-cultural and management factors that have to be taken into consideration when researching, planning and implementing international advertising campaigns.

Financial Management

Choices regarding investment and financial means…
Financial analysis and financial information: knowing the users and the sources of information, mastering the tools of financial analysis.

Luxury Attitude and HR Management

Is the human dimension in luxury specific? The objective of this course is to try to answer this question in apprehending the reality of luxury’s human dimension inside and outside the company. Inside the company, one can find managers and employees, outside, employees and customers. Through the study of well-established patterns and theories, focusing on most recent research in consumer’s satisfaction, we will try to answer this question: is there a specific way to consider, apprehend and deal with humans in luxury?

Specialized Courses

The International Wine Economy

This course examines the international and French wine sectors, the business of wine (knowing the market, the demand statistics, the control of the marketing activity), as well as the characteristics of supply.

A Comparative Approach to the Legislation Affecting the Wine Industry

This course covers such areas as: legislation inside and outside Europe; regulations pertaining specifically to the market (planting, reorientation of the production, market operations); rules governing the sale and presentation of products, the naming of wines, the brand or its labelling and the promotion of the product; consumption and legislation regarding fraud; agricultural, wine, business, consumer, international and European Union laws; concrete cases which put the world of wine within its legal environment; administrative constraints.

International Strategy of the Brands in the Wine Sector

Consolidation and evaluation of brand equity.
Guiding the relationship between brands and consumers.
Brand building and the strategic approach.


Brand strategy.
Visual identity.
Design and packaging.
Industrial design.
Sales and marketing architecture.

Development of Foreign Markets

To familiarize students with all aspects of the international markets. By the end of the program, students will have a firm grasp of the potential of each national and regional market, of the major language, cultural, social and behavioral differences.
Three principal geographical zones will be examined: the Asian markets, the European markets, the New World markets (North and South America, Australia, New Zealand, South Africa).

Logistics and Purchasing

The following aspects will be treated: logistics and e-business; setting up and partnership strategy; distribution and logistics strategy; customs systems; storage and wine transport; specificities linked to purchasing in the wine business; the role of wine merchants; the purchasing of related materials.

International Negotiation

To know and master the different negotiating techniques according to the cultural context.
To negotiate with a win-win approach.
To know the personality of the buyers.
To know the behavior of the main players in negotiations.


The following aspects will be dealt within this course: the techniques linked to chemistry and biochemistry; vinification methods and the ageing of the wines; chemical and sensory analysis; quality and traceability in wine firms.

Wine Tasting

The different steps of the tasting process (visual, olfactory and gustative).
Tasting certainly implies a methodology of the sensory analysis but also offers the pleasure of using words to describe this wonderful product.


Personal Development Workshops and Seminars

Practical seminars aimed at facilitating the integration of the student into professional life:
Company visits; information technology and the multimedia » (Excel, Power-Point applications); performance building and individual coaching (practical exercises): preparing a professional « résumé ».
Recruitment methods; public speaking; negotiation techniques; conferences on current topics and issues.

Professional Workshops

These workshops will be carried out in collaboration with our partners (wine merchants, growers, wine associations, appellation associations).

This program includes 4 days of training on wine knowledge and tasting taught by the international lecturers of the INSEEC Wine and Spirits Institute.
This session is concluded by an exam (MCQ + blind tasting) allowing you to obtain the INWINE certificate (Level B Intermediate).

Job openings

Internships and 1st jobs of students and graduates

The following are the types of positions that our graduates will be trained for: regional export manager, product manager, purchasing manager, marketing manager, communication manager, manager of a wine firm…

  • Per Even ALLAIRE

    Brand Ambassador & Sales Manager at THOMAS HINE & CO (Cognac)

  • Thierry ARNOLD

    Business Manager at CAMUS La Grande Marque

  • Adrien BACQUEY

    Assistant Manager at ANNANDALE CELLARS Sydney

  • Melina BERTOCCHI

    Communication Development at ASIANA EXPORT

  • Magali BLADIER

    Wine & Spirits Development Officer at UBIFRANCE China

  • Frédéric BOURGOIN

    Brand Ambassador at BACARDI MARTINI

  • Gersende DE MURARD


  • Sophie DULON

    Export Manager at VIGNOBLES DULON

  • Clémence FABRE

    Project Manager at SOPEXA Shanghai

  • Valentine LAURENT


  • Yanting LIU

    Export in Asian markets at EARL DES VIGNOBLES BARRERE

  • Gauthier MAZET

    Export Area Manager (North America) at BONNET GAPENNE

  • Loïc PAROLA

    Sales and Marketing Manager at TURANGA CREEK WINES Nouvelle-Zélande

  • Marie POTEL

    Sales and Marketing Manager at OBSIDIAN VINEYARD Nouvelle-Zélande

  • Victor RABOT

    Fine Wine Consultant at JEBSEN FINE WINES Hong-Kong

  • Clément VIGUIE

    Assistant Sales Manager retail & corporate market at WINE STORY LIMITED London

  • Daniel VU

    Export Manager at DOMAINE CHANDON & NEWTON VINEYARD California (Groupe LVMH)

  • Marina Shimura Eduardo Yu

    Whisky Shop Advisor at SCOTCH WHISKY EXPERIENCE

Professional projects

Some research papers written by our students

What do French and Australian wines need to do to consolidate their positions of leaders on the chinese market?

Strategy of Château Haut Grelot to be a success in United Kingdom

The future of French wines on the chinese market

American baby boomers and their wine habits

The Indian wine revolution- Is it for real?

The future of the wine promotion in France

Chinese wine Marketing Strategy

How to convert a visitor into a buyer?

The future of Bordeaux Wines in United States

How can Australian wines succed in the higher end on-trade in Europe?

Development of export markets for Argentine wines: traditional strategy and trend to premiumization

The wine tourism in Bordeaux: reality and issues for the family estates

The wine distribution on the Asian market / Wine and web 2.0 communication

Ecological practices and green communication in Spanish wineries

The emergence of wine cooperatives in a globalized market

Analysis of the UK Market: is there an opportunity for Australian wines trough packaging innovation linked with carbon footprint to target the young British?

The feasibility analysis of establishing wine magazine in China

Program Structure

This MBA program allows students to alternate business studies with professional experience:

Intake in October:

From October to March: work-study rhythm

Students follow a 6-month semester of academic coursework alternated with internship (3 days in class and 2 days of internship per week). An exam session is planned at the end of this semester (in March).

From April to September: internship

Students complete a full-time professional internship of 5 or 6 months, in France or aborad. During this period, they must also write and defend a thesis in a field related to this program.

Intake in February:

From February to July: work-study rhythm

Students follow a 6-month semester of academic coursework alternated with internship (3 days in class and 2 days of internship per week). An exam session is planned at the end of this semester (in July).

From August to January: internship

Students complete a full-time professional internship of 5 or 6 months, in France or aborad. During this period, they must also write and defend a thesis in a field related to this program.