Master of Wine Business (MWineBus)

Program Code


Academic Year


Special Notes

These Program Rules should be read in conjunction with the University's policies (


A blended approach including involvement from industry experts underpins the program which provides a wine business and market development education. It is customised to the needs of the domestic and global wine trade with a unique emphasis of the wine production and sales industry.

Students learn to combine cutting-edge and world best-practice wine marketing know-how with a working knowledge and skills in both winemaking and viticulture, thus incorporating the entire wine value chain. This is what wine industries worldwide expect wine business professionals to know and understand.

Graduates will attain professional skills that enable them to devise and implement wine business and global market development principles, theories and strategies in the domestic and international wine industry.

The Master of Wine Business is an AQF Level 9 Masters qualification with a standard full-time duration of 2 years. Students may be eligible to complete the program in a full-time standard duration of 1.5 years on the basis of prior learning. 

Program Learning Outcome
1. Review, analyse and assess the attractiveness of domestic and international wine markets with specific reference to their regulatory framework and likely profitability.
2. Critically reflect on the principles of wine marketing and use them to propose sustainable wine business strategies.
3. Apply an entrepreneurial mindset to enterprise creation.
4. Apply an advanced body of knowledge and skills to manage a cellar door and develop a successful wine tourism strategy.
5. Execute business research and apply strategies necessary to achieve corporate, branding, and sales objectives in the off-premise, on-premise and online sector.
6. Demonstrate a broad understanding of the wine-making process and relate it the most appropriate operational and management practices in wine business.

Interruption of program: Students must apply for permission from the Faculty before taking a Leave of Absence. Any extension of the leave without approval will result in the loss of place in the program but an application may be made to be re-admitted to the program subject to the admission procedures in place at the time.

Program Maximum Duration: As specified in Table 1 of the Coursework Academic Programs Policy, this program must be completed within a Maximum Duration which includes any periods of non-enrolment, leave of absence or approved study at other institutions for credit towards a Program. 

Academic Program Rules for Master of Wine Business

There shall be a Master of Wine Business.

Qualification Requirements
Academic Program: 

To qualify for the Master of Wine Business, students must complete satisfactorily a program of study with a combined total of not less than 48 units, comprising;

  1. Core courses to the value of 27 units
  2. Research courses to the value of 9 units
  3. Elective courses to the value of 12 units