The MSc Spirits Marketing & Customer Experience : an expert training in the spirits sector
The INSEEC MSc in Marketing and Management of Spirits & Customer Experience is aimed at students who wish to develop their theoretical and practical skills in the spirits sector.
France is the world’s most renowned producer of high-quality eaux-de-vie. Bordeaux, in particular, has always been an important place in the world for the marketing of wines and spirits, thanks to its location between two key areas: Gascony, one of France’s oldest spirit regions, with over 700 years of experience in the production of Armagnac, and Cognac, world-renowned for its spirit of the same name, not to mention its dynamic production of high-end spirits such as vodkas, gins and even vermouth. The latter region is now known as Spirit Valley.
Moreover, France is the world leader in the luxury goods sector, with groups such as LVMH, Kering, Chanel, Hermès… for this reason, France is a world leader in design agencies and creative, innovative suppliers.
INSEEC is committed to attracting the best professionals and teachers in the spirits industry. This course was created to give students the opportunity to enter this dynamic sector by providing them with a full range of practical, theoretical and multicultural knowledge.
Jean Noel Dollet, Director of the Master os science in Marketing and Management of Spirits
Training objectives
Ce programme accueille des apprenants de divers horizons (universités ou écoles de management), mais aussi des professionnels de l’industrie du vin et/ou des spiritueux. L’objectif de ce programme est de former les futurs managers pour qu’ils acquièrent des compétences techniques afin de devenir hautement qualifiés dans l’industrie du vin et des spiritueux. Ancré dans le secteur professionnel, ce programme permet de maitriser les méthodes et les outils liés à ce secteur d’activité. Voici les postes auxquels vous pourrez prétendre : manager commercial/directeur commercial, responsable marketing, responsable de zone, ambassadeur.
- Develop a customer-centric marketing strategy;
- Manage the operational implementation of the customer experience strategy;
- Design and deploy loyalty levers to enhance performance;
- Manage teams and unite around the customer experience concept in agile mode;
- Coordinate and deploy the customer experience marketing strategy in the wine and spirits sector.
- All the skills acquired are listed at the end of the document.
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A 1 or 2-year diploma course for advanced specialization in the spirits industry
This program is available on the Bordeaux campus in 100% English.
- Hours 1st year of MSc: 441 hours
- Hours in 2nd year of MSc: 441 hours
How to apply for INSEEC’s MSc Spirits Marketing & Customer Experience ?
The conditions for access to the certification system (excluding VAE) are :
- For entry into 4th year (MSc1): a level 6 RNCP qualification and/or 180 ECTS validated in a course equivalent to the field concerned.
- For entry into the 5th year (MSc2): a level 6 RNCP qualification and/or 240 ECTS acquired in a course equivalent to the field concerned.
Would you like to know more about the Spirit Marketing & Customer Experience program?
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Would you like to find out more about the admission requirements for our Spirit Marketing & Customer Experience course ?
What courses does the Master of Science Spirits Marketing & Customer Experience offer?
The Courses
The courses listed below are examples only and may vary slightly depending on the campus. The content of the courses is adapted each year to market developments and is updated before the start of each new school year.
1st year courses
WORKSHOPS 1ST YEAR
BUDGET MANAGEMENT & DASHBOARDS
The aim is to acquire key skills in budget management and reporting. Particular emphasis will be placed on budget architecture, with the implementation of summary documents, project management control and its link with budget management, and the creation and management of dashboards.
BUSINESS ENGLISH
Perfect your English comprehension and communication skills in a professional and industry-specific context. Students are required to take the TOEIC test, depending on their host campus.
NEGOTIATION
This seminar focuses on negotiation in an international context. In particular, you will need to take into account the cultural dimension and define its impact on an international negotiation. The negotiation is centered on the sales process through role-playing.
SOFTWARE AND DECISION MAKING TECHNIQUES
The aim of this module is to develop learners’ IT skills to meet the needs of companies in terms of budgeting, sales, project management, personnel management and communication, with particular emphasis on Excel, Word, Powerpoint and teamwork tools. The aim is to become proficient with office automation tools, quickly identify and correct errors, customize existing tools or create your own.
PROFESSIONAL TOOLS & MEHODS
This module enables learners to improve their CVs and posture through role-playing exercises (business game, professional simulation, public speaking, etc.); practical and professionalizing workshops (CVs, professional social networks, coaching, etc.) as well as professional conferences and master classes.
COMPANY STRATEGY & BUSINESS PLAN
This module begins with an introduction to corporate strategy: from analysis of customer needs and market structure, to competitor dynamics and the identification of opportunities and threats. It also teaches how to draw up a business plan: from the design of a costed project to the creation or development of a company.
Specialized courses
CALIFORNIA WINE CERTIFICATION PROGRAM (LEVEL 1)
This certification enables wine industry managers to demonstrate their knowledge and skills from a technical point of view.
DISTRIBUTION POLICIES & RETAILING
Retail distribution and retailing now complements digital marketing and ecommerce, but is an essential facet in continuing to attract consumers to physical points of sale.
BUSINESS SKILLS
This module allows learners to immerse themselves in real or fictitious business cases and practice marketing strategy, operational marketing, communication planning and peer-to-peer exchanges to help them progress.
DATA ANALYSIS – CRM & MARKETING
Apply SQL skills to analyze real-world data sets, using complex queries, joins and subqueries. Analyze customer data and campaign results to improve marketing strategies, using CRM and marketing automation tools for segmentation, targeting and personalization
STRATEGIC & OPERATIONAL MARKETING
The fundamentals of marketing apply to the wine and spirits sectors, so this seminar is an opportunity to put theory into perspective in relation to the practices of companies in the sector. Numerous applications are proposed to help you make progress in launching a range or a new product, in proposing a collaboration or in the elements of optimal phygital distribution.
MARKET FOCUS
These masterclasses provide an opportunity for experts to speak on emerging or cutting-edge topics in the wine and spirits sector.
NO CODE STRUCTURATION DE LA DATA ET GENAI : PROMPT ENGINERING
Apply skills to create, format and manipulate data in Google Sheets, using more complex functions and formulas. Learn the principles of prompt engineering and its impact on AI responses. Learn the principles of prompt engineering and its impact on AI responses.
DIGITAL MARKETING & E-COMMERCE
While digital marketing and e-commerce are now widely adopted by wine and spirits companies, the fact remains that a high level of standards and a “memorable” experience must be maintained, just like the physical experience at the point of sale. How can we (re)create this online experience? What performance indicators should be integrated? What CRM tools and techniques should be adopted? What about social commerce? These questions will be addressed during this seminar.
EVENT MARKETING & COMMUNICATION
Mastering the strategy and actions of both marketing and communication related to events is imperative. This module enables students to become true event project managers in a sustainable perspective.
CONSUMER BEHAVIOR & CUSTOMER EXPERIENCE
Consumer behavior applied to the wine and spirits sector enables us to better study a market, better define its target and therefore propose the most appropriate strategy. The social, cultural and maturity characteristics of consumers are studied, as well as consumer behavior at the point of sale or in a specific consumption context.
LOGISTICS & SUPPLY CHAIN
Logistics and the supply chain are now a central department for increasing efficiency and boosting sales. Applied to the wine & spirits sector, logistics and the supply chain can no longer be ignored, and this module will help you understand the added value of this department.
EXAMENS & ACCOMPAGNEMENTS
WRITTEN EXAMS
THESIS
2nd year courses
MARKETING STRATEGY & CUSTOMER EXPERIENCE
CONSUMER BEHAVIOR APPLIED TO WINE & SPIRITS
This course will enable learners to understand the specifics of wine and spirits consumer behavior and master the keys to a successful customer experience. This will enable them to analyze customer needs, create memorable experiences and improve brand performance.
MARKETING & MANAGEMENT STRATEGIES
Master the tools and key concepts of marketing and management applied to the wine and spirits sector. Learners will be able to develop effective marketing strategies, manage teams and drive brand performance.
MARKETING & INNOVATION
This module will cover the skills needed to develop and launch innovative products in the wine and spirits sector. Ultimately, learners will be able to understand market trends, create disruptive business models and master digital marketing tools.
MASTER THESIS
Enable learners to understand what is expected of an applied research dissertation. Formulate a problem, build a literature review, choose a study methodology, make recommendations.
CUSTOMER EXPERIENCE MANAGEMENT
DIGITAL STRATEGY & E-COMMERCE
New communication levers: Internet (web 2.0 and 3.0, social networks, e-mailing, podcasting). E-reputation and brand protection on the Internet. This module enables students to develop an effective e-commerce strategy for wine and spirits brands.
DISTRIBUTION STRATEGIES APPLIED TO WINE & SPIRITS
This module will enable students to master the nuts and bolts of distribution and develop an optimal strategy for getting products to customers. Learners will be able to choose the right distribution channels, manage relationships with intermediaries and define an effective retail policy.
MARKETING, COMMUNICATION & PR
Understand the issues at stake by analyzing the fundamentals of marketing, communication and press relations in the wine and spirits sector. Master the tools by
using digital techniques, press relations and storytelling to build effective communications. Develop a global strategy by creating a strong image, managing reputation and forging lasting links with the media and influencers.
PURCHASING & SUPPLY CHAIN MANAGEMENT
This module enables learners to understand the issues and challenges specific to the purchasing and supply chain function in the wine and spirits sector.
LOYALTY & PERFORMANCE
CRM MARKETING
Develop a data-driven CRM & Marketing approach to increase customer satisfaction and generate tangible results.
BRAND MANAGEMENT & LEGAL ISSUES
This module will provide learners with an in-depth understanding of the legal issues involved in brand management in the wine and spirits sector.
FINANCIAL MANAGEMENT & STRATEGIC PLANNING
From performance analysis to strategic vision, this module enables you to manage your company’s profitability, build a long-term strategy and make the right decisions to guarantee sustainable growth in the wine and spirits sector.
ACTION LAB
Through a “red thread” project, learners will be able to put into practice the skills they have acquired throughout the year. These are practical workshops applied to the wine and spirits sector.
TEAM MANAGEMENT & AGILITY
TEAM & TALENT MANAGEMENT APPLIED TO WINE & SPIRITS
Seasonality, diversity of professions, passing on traditions, attracting and retaining talent in a competitive sector are today’s major challenges.
NEGOTIATION
Learners will be able to conduct complex and sensitive negotiations in the international wine and spirits context, while safeguarding the brand’s interests and image.
MASTER CLASS
Inspiring meetings with professionals, in-depth exploration of luxury themes and an environment conducive to networking and personal development.
TEAM MANAGEMENT & AGILITY
WINE TASTING & OENOLOGY
Learners develop sensory expertise and a precise vocabulary for describing complex wines, and explore advanced aspects of winemaking, ageing and food & wine pairing.
CAPSTONE CALIFORNIA WINE CERTIFICATION (NIVEAU 2)
A detailed exploration of California’s wine regions, grape varieties and wine styles.
HISTORIC EXPORT MARKET
This module enables learners to acquire the skills needed to develop an effective marketing strategy for the historical export market. They explore the characteristics of this market, analyze the competition and customer needs, and build an appropriate marketing action plan.
MONOPOLISTIC & EMERGING MARKET
Analysis of markets such as China and India, and understanding of their specific challenges. Local peculiarities, environmental issues and monopoly requirements are just some of the factors to be taken into consideration.
EXAMS AND SUPPORT
Writting Exams
Thesis
What are the start dates and study rhythms?
There are two openings per year, in February/March and September/October. To check the opening of each intake, contact the admissions departmentdirectly.
The pace of the course may differ from campus to campus and depending on whether the course is carried out under an internship agreement (initial) or a professionalization/apprenticeship contract (continuing).
The work-study contract must be signed for a period of 12 months (MSc 2), 24 months (MSc1 + MSc 2) or 18 months for the staggered start of March (continuation of studies in MSc2).
![](https://www.inseec.com/wp-content/uploads/sites/6/2022/03/IMG_4246-scaled.jpg?resize=683,1024)
Career opportunities after an MSc Spirits Marketing & Customer Experience ?
- Marketing Director
- Brand manager
- Marketing manager
- Product marketing manager
- Customer manager
- Marketing manager
- Marketing project manager
- Brand manager
- Product manager
- International product manager
- Market manager
- Marketing consultant
- Research manager
- Marketing business manager
To consult detailed job descriptions by specialization.
What business skills are developed ?
The objectives in terms of skills are to be able to:
- Establish the marketing strategy and propose an innovative offer;
- Define and implement the business development plan;
- Manage and implement communication and digital marketing actions;
- Manage a marketing and sales team;
- Implement and manage the marketing and management strategy in the wine and spirits sector
Description of how to acquire certification by capitalizing on blocks of skills and/or by correspondence
Certification is obtained by :
- Validation of four skill blocks common to all courses, plus a specialization block depending on the candidate’s course (each skill block must be passed with a grade of 10/20 or higher).
- Completion of a final dissertation with a mark of 10/20 or higher
- Completion of an in-company placement of at least 132 days during the second year of the program (MSc 2).
Level 7 (EU) “Customer Experience Marketing Manager” professional certification, NSF code 312, awarded by INSEEC MSc (CEE-SO, CEE-RA, CEFAS, MBA INSTITUTE), registered under number 38598 in the RNCP (Répertoire National des Certifications Professionnelles) by decision of the Director General of France Compétences on February 9, 2024.
Certification is awarded by capitalizing on all the skills blocks. Each skill in a block must be confirmed to obtain the block of skills. Partial validation of a block is not possible. It is also accessible via the Validation of Acquired Experience.
To find out more about the blocks of skills associated with this RNCP qualification, click here.
The certification is issued by capitalization of the totality of the blocks of competences. Each competency of a block must be validated to validate the block of competencies. Partial validation of a block is not possible.
How does the MSc Wine & Spirits Marketing & Customer Experience work?
Teaching methods
- Situational exercises through collective or individual case studies carried out by the students
- Lectures and interactive courses
- Conferences, seminars and educational visits
Evaluation methods
- Individual or group case studies
- Individual and group oral presentations
- Individual and group files
Methods and tools
- The evaluation methods are face-to-face, in the form of continuous assessment or final exams in the form of mid-term exams.
The VAE
This certification is accessible through the Validation of Acquired Experience.
The Validation of Acquired Experience (VAE) – INSEEC
What is the 2024/2025 tuition to enter the program?
Initial training:
- Entry in MSc1 : €11950
- Direct entry in MSc2 : €15600
Apprenticeship:
- Training 24 months : €25900 HT
- Direct entry in MSc2 : €15950 HT
VAE/VAP :
- VAE : €4200 HT
- VAP : €850 HT
International student pack: Mandatory contribution of €490 in addition to the tuition fees indicated above for exclusive support services for international students not coming from the European Union.
What kind of financial aid is available?
INSEEC offers several financial aid schemes:
- The alternating rhythm, in internship or work-study contract
- The right to training via the CPF
- Banking partnerships
Disability
The OMNES Education Group pays particular attention to the societal environment, including the disability dimension. Indeed, we believe that students with disabilities should not have any problems in pursuing their studies and starting a professional career. We accompany them to facilitate their access to the premises, offer them personalized advice as well as adapted accommodations throughout their school career.
Accessibility of premises: all our campuses are accessible to people with disabilities.
To learn more about the OMNES Education Group’s disability policy, click here.
Contacts for disability referents by campus:
Bordeaux : Maxime DOUENS – mdouens@inseec.com
Lyon : Anissa GASMI – agasmi@inseec.com
Rennes : Laura LE CALVEZ – llecalvez@omneseducation.com
Paris : Farid HAMAD – fhamad@inseec.com
Chambéry : Clément BERTACCO – cbertacco@inseec.com
Marseille : Océane VALOTTI – ovalotti@omneseducation.com
Key figures for RNCP n°34806 "Customer Experience Marketing ManageR".
94%
National success rate
Class of 2023
96%
Presentation rate
Class of 2023
87%
Overall integration rate
Class of 2022
74%
Satisfaction rate at 6 months
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News
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June 2024
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