* Chaire en Management du Champagne Reims Management School *

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Creating value in the Champagne Business, summer 2009

Why do this course?

Champagne is the most renowned sparkling wine in the world. A symbol of luxury, success and excitement, it has enraptured drinkers for over three centuries. It is one of the most long-term success stories in the world of wine. At the moment the Champagne region is the only French wine producing area not affected by a viticultural crisis. This makes it a perfect time to have a course which introduces people to the business of champagne and which explains how and why it has become so successful.

This Summer School is designed for anyone who is interested in what has made the champagne business successful. It is appropriate, therefore, for those whose role involves distributing marketing and selling champagne, anyone who helps to produce sparkling wine and wants to learn about how champagne is managed and marketed
Finally – where could be better in summer than Reims, in the centre of the Champagne region? With the chance to enjoy great food and wine and the attractive regional landscape whilst learning about the greatest sparkling wine in the world.

Formulaire :
nom/surname
prénom/first name
entreprise/company
adresse postale/address
e-mail
telephone/phone number
niveau d'etudes/level of qualification
niveau d'experience/level of experience

What will the course involve?

There are a number of objectives to this programme:
- To give participants an understanding of how champagne in particular and luxury goods in general operate in the market.
- To examine how value is created in champagne – both for the consumer and the producer.
- To explore how the spécificités of champagne – its production, controls and organisation – have an impact on its management and marketing, particularly:
- How production relates to the management of champagne companies.
- How the organisation of the profession of champagne supports the management and marketing of the product.
- How different business organisations operate and respond to the market.
- To focus the business and marketing skills of students, on one particular product.
Over two weeks we will examine every aspect of the champagne industry. This will include the history and geography of the Champagne region, review the industry’s main players (grape growers, Champagne houses, and distributors), explore perspectives on strategic evolution and luxury products and discuss issues related to regulation and the appellation. There will also be a focus on marketing issues such as consumer behaviour and brand management, and some time will be spent considering the future of champagne. The course will be taught in English and will be led by Dr Stephen Charters, the school’s resident Professor of Champagne Management. The course will include field trips to wineries and cellars – including smaller vignerons and co-operatives – and a number of meetings with industry professionals. Naturally there will be plenty of champagne tasting as well!
The course will also make use of people who are active in the champagne industry, and visiting academics. Other speakers will include:
- Mr. Remi Krug, former managing director of Champagne Krug
- Dr. Richard Mitchell, University of Otago, New Zealand and an expert in wine tourism.

What are the key details about the course?

The Summer School will be held over a two week period (in summer 2009) at the Reims Management School campus and the 4,000€ tuition fee includes 3-star accommodation, lunch each weekday and transport within the region. Students will be expected to get too and from Reims at the beginning and end of the course. The weekend in the middle of the course will be left free so students can go to Paris or travel around the region themselves. The course has a maximum enrolment of 30.