Business. International Wine Business

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Lawrence Gilmore
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1 Business Bachelor International Wine Business

2 SPECIAL FEATURES Why should you enrol for the International Wine Business bachelor programme in Krems? A top wine-industry location Located in the heart of Europe, on the doorstep of Vienna, there is no better place to study the international wine business. The Wachau Valley a prestigious winegrowing region is a UNESCO World Heritage site due to its rich culture and breathtaking landscapes. Discover the region s famous cultural and culinary heritage, as well as its outstanding wines and wineries. The region s proximity to Vienna with its international airport, as well as the diverse culture of Austria s neighbouring countries, such as Germany, Italy, Hungary, the Czech Republic and Switzerland, allows you to cultivate your international skills and knowledge inside and outside the classroom. Specialist wine-industry know-how In-depth insights into the wine business, wine law and management, as well as training in viticulture, oenology and the sensory assessment of wines mean that you are fully equipped to take on a managerial role in the wine business. We operate in close cooperation with famous wine makers, leading Austrian research institutes and representatives from the international wine industry. There is an emphasis on topics related to management, sales and export. Practical insights and applied knowledge The curriculum includes a Practical Training Semester (PTS), which gives you the opportunity to apply the knowledge obtained during your courses in real-life situations. You have the choice between an internship in viticulture (vineyard), oenology (wine processing/cellar), sales, marketing or wine tourism, as well as in any wine-related business (HoReCa, suppliers, service providers, etc.). A combination of these fields, such as marketing and sales or viticulture and oenology, is also possible. Throughout the degree programme you have several opportunities to follow up on your personal interests. You can spend an exchange semester abroad, as well as planning your internship or selecting the topic of your bachelor thesis according to your individual tastes. Examples include: sustainable and organic wine making and natural wines; e-commerce and digital marketing; wine tourism; or alternatively you can also focus on specific markets such as Germany, the UK, the USA, China or Russia.

AT A GLANCE Full-time Courses take place from Mondays to Thursdays (in exceptional cases on Fridays and Saturdays). You spend an average of around 20 hours per week at the university.

3 AT A GLANCE Full-time Courses take place from Mondays to Thursdays (in exceptional cases on Fridays and Saturdays). You spend an average of around 20 hours per week at the university. One semester lasts for 14 weeks. English The language of instruction is English. This enables you to hold negotiations in a multi-cultural environment. Six semesters The degree programme lasts three years, with a total workload of 180 ECTS. Graduates receive the academic degree of Bachelor of Arts in Business (BA). 22-week internship You can quickly put into practice the expertise you have picked up during your courses. The internship is an obligatory part of the programme. Study fee EU/EEA citizens pay a study fee of EUR per semester, plus the student union fee.

4 FACTS AND FIgures Facts play an essential role these days. A few facts and figures about the programme and the international wine business: 30% of all International Wine Business students go abroad to study at one of our numerous partner universities worldwide. 7.6 million hectares of vineyards worldwide; 3.3 million hectares in Europe alone. 104 million hectoliters of wine are sold worldwide, generating revenue of EUR 29 billion every year.

5 CREATE taste sell As a programme graduate you are in a position to assume a wide range of responsibilities in the winemaking industry in Austria and abroad. You are able to understand and manage the interactions between various operations, providing extensive support ranging from product planning to marketing. You will possess detailed knowledge of management, marketing, winemaking, oenology and sensory perception. Wherever you want to go, you ll have all the skills you need! THE Key TO SUCCESS: THEORY + PRACTIce The course is based on three core elements The basics Semesters 1-3 Practical elements Semester 5 Consolidation Semesters 5-6 You will acquire competencies in business administration, economics and law, language, communication and social skills. Taking into consideration the strategies of most businesses in competitive national and international market environments, you will be equipped with skills in marketing, sales and brand management. Moreover, you will be able to solve assignments in accounting and financing, and apply common budgeting and controlling tools. The internship is a core element of the programme. IMC Krems recommends completing your internship abroad. The internship gives you a practical insight into the workings and functions of a company, and helps you to obtain experience which will be crucial to your future career. Hands-on courses at the viniculture schools in Krems and Klosterneuburg, group work and your own vintage wine contribute to the practical components of your studies. In addition, you will extend your practical knowledge during excursions and company tours. You will accumulate wine-related knowledge about the perfect location, the role of the vines, as well as viticulture, wine production, grape varieties and types of wine. You will be able to evaluate grape production processes under specific national and international conditions. Other important programme components include international/ European wine law, the sensory assessment of wines, as well as wine treatment and wine analysis methods.

6 The numerous field trips are what I like best these take us to various places including PRO WEIN in Düsseldorf, which is the world s Largest WIne fair. Nathalia Jordan, 22

7 Very personal stories Nathalia Jordan Pinzon is 22 years old and comes from Colombia. Her family moved to Spain when she was just five, and even before completing her school leaver s certificate she decided to learn German to complement her already strong English skills. After graduating from high school, she completed an additional chemical industry qualification. Her hobbies are hiking and travelling, the latter being her true passion in life. January 2018 I heard about IMC Krems from a good friend of mine who had already studied here. He said that it was one of the best universities of applied sciences in the whole of Austria, so I decided to take a closer look and went on to apply for a place. The answer to the question of why I chose the International Wine Business programme is simple enough: I wanted to study something with an international business slant, as well as something related to the F&B trade, since I had already built up experience of the industry in Germany and the United Kingdom. Ok, I thought to myself, so far you have only drunk wine but not taken it any further than that. When I took a closer look at the biology, viticulture, marketing and business administration courses, I just knew that I had found exactly what I was looking for. Although Krems is quite a small student town, Vienna is within easy reach if you study in Krems, and I really like that. I have to say though that I don t have all that much time for student life as I work in a restaurant at weekends. And, yes, it is possible in addition to studying provided that you organise your time properly. The lecturers are super nice, always willing to help and the international student community is wonderful, with people from India, Romania, Slovakia, Finland, Germany, Hungary and Serbia. After completing my bachelor s degree, I am going to add a master s programme, preferably Luxury Drinks and Spirits in Bordeaux but that s very expensive. Marketing and Sales here at IMC Krems is another option. The numerous field trips are what I like best these take us to various places including vineyards cultivated by leading growers, to the Austrian Wine Marketing Board and even PRO WEIN in Düsseldorf, which is the world s largest wine fair. You also have the chance to forge your own contacts in the wine industry everything has a strong practical focus. The study programme is only wine-based from an oenological perspective otherwise it has a strong international business focus. If you are outgoing, want lots of interaction with other people and are interested in the food and beverage industry, then IWB is perfect for you.

Very personal stories Born in England, 33-year-old Kristina da Costa has a Viennese mother and grew up in Austria. She went to Vienna International School and did a BA in musical theatre in London.

8 Very personal stories Born in England, 33-year-old Kristina da Costa has a Viennese mother and grew up in Austria. She went to Vienna International School and did a BA in musical theatre in London. Kristina then performed on cruise ships and stages in Germany and Austria, including Vienna s renowned Ronacher theatre. Her friends describe her as a bit crazy in the nicest possible sense, funny, cheerful and spontaneous. January 2018 At some point, I just thought I want to do something different. I wanted something stable career-wise; asked around, and through some friends found out about the International Wine Business programme. I said to myself I m really interested in wine, so why not make a career out of a hobby and passion of mine? So this programme was exactly right for me. A highlight of the first year was that we didn t just stay at the university. We went to vineyards and visited well-known wine producers like Jurtschitsch, Heinrich and Bründlmayer. Another highlight was the three great international guest lecturers that we had for wine tasting and description, including Andreas Wicov, who is a certified Master of Wine. You get so much out of this this international environment created not just by your classmates, but also by the excellent lecturers. Some of the lecturers... well, we were just amazed by what we learnt. What I also really like is the clearly structured approach here. You know where you stand, so it s easy to plan your studies. That s why I went for a University of Applied Sciences. In the first year we had every Friday off. I also work a few hours at Jurtschitsch winery, where I m in charge of events and wine tastings. So I m already getting some experience, even before I ve done my practical training semester. And I m going to do that at Jurtschitsch, too. After a year on the programme, I can say that I ve become more relaxed. I was a bit apprehensive during the first semester because it was such a long time since I had had to study so intensively; it took time to get used to how things were organised. But now I feel great about it all. I coped well in my first year, despite all the exams, group assignments and a part-time job. Some lect well, w just am what w Lots of people think that you ll just end up working as a sommelier but that s not the case. The programme focuses on business administration, marketing, export, logistics and legal topics. It qualifies you to work in a lot of different industries, not just in the wine business.

9 of the urers... e were azed by e learnt. Kristina, 33

10 The Austrian wine industry is still very much behind the times as far as social media is concerned but I won t be. Max, 25

Very personal stories Max Aichinger from the well-known Weingärtnerei Aichinger estate in Schönberg in the Kamptal valley in Lower Austria is on the home straight.

11 Very personal stories Max Aichinger from the well-known Weingärtnerei Aichinger estate in Schönberg in the Kamptal valley in Lower Austria is on the home straight. The fun-loving and adventurous 25-year-old Lower Austrian has international plans for after the end of his studies: A year at the family business before heading off to California. January 2018 Looking back at the past three years, I would have to say that my own personal watershed moment came in the second semester when we focused on orange and natural wines in the Wine Processing and Viticulture courses. It wasn t until I had sampled 50 orange wines that I finally developed a taste for it. Orange wines are white wines that are produced using the same principles and methods as reds i.e. fermented with the skins and seeds. I currently have my hands full producing a Riesling and Traminer because crafting an orange wine with these grapes takes some getting used to. You need to learn to spot the imperfections in the wine if you are going to stay on the right track. Otherwise you might end up with a special wine, but it just isn t going to be marketable. As you might have guessed, I have really immersed myself in the subject. During my studies I came to realise just what a critical role that sales, marketing and exports play and not just the production side of things. Collaboration with the wine estates was one of the degree programme s real assets. Sitting down with the greats of the Austrian wine industry and having the chance to discuss the industry with them is definitely something out of the ordinary. After graduation I will take over the family business and really start to sharpen the focus on wine marketing I am also going to keep a close eye on the financial side of things to help me with the management of the company. When I was in Australia, I witnessed first hand just how important professional management of social media channels was in Austria we still have a very long way to go. But I am going to take a different approach thanks to the insights I gained during my degree programme: in my case I am going to use Facebook and Instagram to open up new markets and appeal to a young target audience that understands wine. Get as much practical experience as possible, make the most of all the opportunities open to you on the degree programme such as involvement in great wine events such as the Falstaff Gala Forum Vini or forging personal contacts with leading wine estates.

13 EXPERTS' VOIces "With the Bachelor s programme International Wine Business at Imc Krems there finally is an Austrian degree programme for the wine industry in English. You cannot perceive how important this is, as I keep meeting people in positions of authority in the wine trade at home and abroad, who have considerable difficulties in today s most important business language of the world, which constitutes a major handicap these days." Mag. Wilhelm Klinger ceo of the Austrian Wine Marketing Board "This programme is taylor-made for future decision makers in the wine business in the UK, Europe and around the world." Charles Metcalfe, BA Co-Chairman at International Wine Challenge "The bachelor programme International Wine Business is designed for global players and offers students precisely the possibilities, knowledge and skills required in this field. For us and for many other export oriented wineries, graduates will be of great value in the future. We are therefore happy and proud to be education and training partner of the Imc Krems." Gerhard Kracher Winemaker, Kracher Winery Austria The Kracher Winery is the Austrian specialist for dessert wines. Its famous wines are sought after in more than 50 countries worldwide; the export rate exceeds 70%.

Krems a university city on Vienna's doorstep Highest concentration of higher education institutions in Austria With five universities within an area of 52 km 2, Krems is the site of the most

Located in the greater Vienna region, Krems is less than an hour away from the Austrian capital by public transport.

A tip for the parents of international students: Krems is a very safe place where you can get almost anywhere on foot or by bike.

A unique historic town on the Danube Krems is nestled between the Danube river and hillside vineyards at the gateway to the Wachau valley within one of the most beautiful cultural landscapes in

14 Krems a university city on Vienna's doorstep Highest concentration of higher education institutions in Austria With five universities within an area of 52 km 2, Krems is the site of the most concentrated higher education cluster in Austria and some would claim in the whole of Europe. Located in the greater Vienna region, Krems is less than an hour away from the Austrian capital by public transport. It has a population of about 25,000 and around 13,000 students wherever you go there s a great student feel about the town. A tip for the parents of international students: Krems is a very safe place where you can get almost anywhere on foot or by bike. Our foreign students love the area around the town, its charming Heuriger wine taverns and its large, cosmopolitan student community. A unique historic town on the Danube Krems is nestled between the Danube river and hillside vineyards at the gateway to the Wachau valley within one of the most beautiful cultural landscapes in Austria and a UNESCO World Cultural Heritage Region. With a wide range of options for shopping, sports and outdoor activities, and everything that the historic, pedestrianised old town has to offer, there is plenty to do in your free time. Krems also has a diverse and burgeoning restaurant and café scene. Young, dynamic and environmentally friendly Krems is a vibrant university town friendly and welcoming, yet cosmopolitan thanks to its 13,000 students from 67 different countries. The young people give this charming town a flair all of its own. And Krems is a place where they rightly feel very comfortable and safe. Our students really appreciate being able to get around on foot or by bicycle and without a car or having to use public transport. The university s three locations modern, historic and central Courses take place at the ultra-modern IMC Campus Krems, at IMC International Campus Piaristengasse, and in some cases at the medieval Gozzoburg site in the heart of the old town. These three locations highlight the quality of life that students enjoy in Krems, as well as providing a perfect setting for studying and socialising.

15 imc krems in numbers Nr. 1 in student satisfaction Universum Ranking 2017 amongst Austrian universities of applied sciences 17 Bachelor pogammes 12 Master programmes 3 Advanced training courses 40% English 60% German Graduates Students from 50+ different nations 600+ Lecturers and researchers

16 IMC University of Applied Sciences Krems Piaristengasse 1 A-3500 Krems Austria Prospective Student Advisory Service T: E: information@fh-krems.ac.at I: Version: 02/2018

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