The Wachau stands for precision and craftsmanship – both in the vineyard and in the education of the next generation of wine professionals. In the International Wine Business degree programme at IMC Krems, students learn not only sensory analysis and market research, but above all expertise, professional competence, and refined wine marketing.
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Krems meets Paris: How students carry austrian wine and its history into the world
On the International Wine Business programme at IMC Krems, students learn not only sensory analysis and market analysis, but above all knowledge, professional expertise and sophisticated wine marketing.
Just how practical this training is was recently demonstrated in Paris: There, Anna-Lena and Laetitia, both in their fourth semester of the programme, presented Austrian wines at a temporary pop-up event. The two are currently spending their year abroad as part of the dual-degree programme with KEDGE Business School in Bordeaux – one of France’s most renowned business schools.
The project was initiated by New York-based marketing specialist Chris Sciacca, who also serves as a lecturer on the International Wine Business programme. For three weeks, a small Parisian venue became a showcase for Austrian wines – attracting numerous curious wine lovers.
Plenty of practical experience
Practical work is part of the training concept. At Budburst, the programme’s student marketing agency, students develop strategies for wineries – from social media campaigns and market research to digital sales solutions.
They are also supported in this by Eric May, Emmy Award winner, US media strategist and author of several books. As a lecturer, he explains how successful communication works. His advice from The Modern Media Strategist:
“If you want the media to tell your story, make it clear, relevant and easy to understand.”
An approach that fits perfectly with the programme’s philosophy:
great wines today need not only quality – but also the right stories to be heard around the world.
International Wine Business
With a comprehensive education covering business management, legal, viticultural and oenological aspects, graduates of the International Wine Business programme are, after six semesters, ideally equipped to undertake all business management roles within the wine and beverage industry – and to do so on the international stage, as the language of instruction is English.