CBC Digital Archives

Lesson Plan: For Teachers: Marketing Canada's Wine Industry

Type:
Assignment
Subjects:
Social Studies, Business Studies
Duration:
1 lesson
Purpose:
To explore the impact of marketing on an entire industry
Summary:
Students will work in groups to analyze the way marketing transformed the Canadian wine industry.

Lesson Plan

Before Exploring

Review what students already know about marketing. Be sure to touch on the "4 Ps" of marketing: product, place, promotion, and price. Have students give examples of each to demonstrate understanding and to share their knowledge.

Outline the Opportunity

Direct students to the topic Canada's Wine Renaissance on the CBC Digital Archives website. In small groups, have them examine the clips titled:

"Ziraldo's Zap", "Icewine", "Block-and-tackle wine", "European Protectionism -- a Fundamental Injustice," "Canada in a Wine Glass," and "Nk'mip Cellars: First Aboriginal Winery."

As they view the clips and read the related on-line material, they will complete the download sheet Marketing Canada's Wine Industry. Explain that they can comment on the industry as a whole or use examples of individual businesses that are presented in the clips.

Revisit and Reflect

Have students use their notes and their knowledge of marketing to complete the last row on the download sheet: overall assessment of Canadian wine marketing effectiveness. As a class, have them compare responses and discuss the assessments, noting the following:

 

The evidence they used to arrive at their positions on marketing effectiveness

The criteria they used to determine effectiveness

How Canada's wine marketing compares to that of other countries, based on their prior knowledge or on information in the clips

The aspects of marketing they think could have been done more effectively

 

Extension

Have students devise a "brand" for a new Canadian wine aimed at any customer segment they choose. They will then apply their knowledge of marketing to develop a marketing plan for their new brand, including artwork for labels, a distribution plan, a promotion plan, and a plan to evaluate their efforts.



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