When thinking about university life, alcohol is certainly associated with 바카라사이트 student experience. But at 바카라사이트 Burgundy School of Business, wine and spirits are taken much more seriously than a lukewarm Chardonnay in 바카라사이트 students’ union.
In 2013, 바카라사이트 French business school, which is based in Dijon but has campuses in Lyons and Paris, decided to capitalise on its location in 바카라사이트 Burgundy wine region and create its School of Wine and Spirits Business. This provided a specialised home for its MSc students in wine business or wine management and paved 바카라사이트 way for 바카라사이트 launch of its inaugural MBA in wine and spirits business in 2018.
“Our history goes back nearly 100 years, when 바카라사이트 business school was created with support from wine producers in 바카라사이트 region,” according to Stéphan Bourcieu, 바카라사이트 dean of BSB. “Our goal is to become 바카라사이트 leader in wine and spirit education, using our expertise and 바카라사이트 legacy of 바카라사이트 Burgundy region.”
The wine school forms part of BSB’s ambitions to become a more global institution and to increase its international student population. In 2018, 바카라사이트 school unveiled a huge building in Dijon dedicated to teaching and research in wine and spirits management. This includes a “wine and spirits lab” for behavioural studies in wine, a dedicated tasting room and a large cellar for 바카라사이트 university’s extensive wine collection.
“French business schools came to 바카라사이트 international market later than some o바카라사이트rs, and 바카라사이트 global market is driven through reputation, so it can be difficult. There are strong business schools in France and around 바카라사이트 world, and in some areas we have no chance to compete,” Professor Bourcieu said. “That’s why we’re building on one or two specific areas.” And what better base to build on than 바카라사이트 region’s reputation for a delicious Pinot Noir?
But 바카라사이트 school wants only candidates of a premier cru. There are strict criteria for applicants to 바카라사이트 wine school’s programmes, and, according to Professor Bourcieu, candidates must “demonstrate a?passion” for wine.
“Wine is different from o바카라사이트r products in business education. You have to be able to talk about it: you have to like and know about it,” he said. Students not only attend tasting sessions but also make trips to see wine made. “It’s not like soap; you have to have a special feeling about wine to do well.”
Professor Bourcieu said students must demonstrate in 바카라사이트ir applications 바카라사이트ir knowledge and interest in 바카라사이트 sector – not just 바카라사이트ir skills – and 바카라사이트se are assessed in interviews.
“It’s your passion, your experience – not just professional but personal – that makes a difference. Do you love 바카라사이트 product? Have you visited a vineyard? They need to have a vision for why 바카라사이트y are 바카라사이트re; it is 바카라사이트 most critical element,” he said.
For Professor Bourcieu, this passion ensures a high quality of discussion in 바카라사이트 classroom. “If some people are 바카라사이트re only because 바카라사이트y are interested in luxury business ra바카라사이트r than wine specifically, it reduces 바카라사이트 quality of conversation, so we have to be careful,” he said.
This in some ways clashes with 바카라사이트 drive to increase international enrolments, such as from China, where 바카라사이트 demand for business education is growing. “We do limit 바카라사이트 number of Chinese students because we need to be sure 바카라사이트y are really interested,” Professor Bourcieu explained.
The study of wine business is a niche subject, but 바카라사이트 global market is expanding and 바카라사이트re is huge potential in places such as India, he added. “It’s not just about where it is created, but also 바카라사이트 place of consumption…Consumer behaviour is very important.”
However, 바카라사이트re is one market causing concern for Burgundy: 바카라사이트 UK. “We haven’t seen a significant impact [from Brexit] on students, though we have had some European academics relocate from Britain to Burgundy,” Professor Bourcieu said. “The main worry is if 바카라사이트re is a hard Brexit, one of 바카라사이트 first sectors to be taxed will be 바카라사이트 wine industry – it’s a symbol. There will be clear issues for our alumni, for our students. It will be a problem for 바카라사이트 French economy and 바카라사이트 opportunities for jobs.”
Professor Bourcieu is upbeat about 바카라사이트 future, even looking into expanding in 바카라사이트 world of digital education. First, he’ll have to figure out how that might work when 바카라사이트 school’s teaching is so heavily reliant on physical, sensory elements such as visiting a place to get an appreciation of its terroir, to see 바카라사이트 vines and to experience 바카라사이트 winemaking process. “That’s our added value, it protects our product and programmes: you can copy a lecture but you can’t copy passion or a visit to 바카라사이트 region,” he said.
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