Master’s Years 1 & 2 Wine Commerce (CVI)

Discover the different training courses offered by MOMA

Joint Master’s degree: Montpellier Management and Institut Agro Montpellier.

The Master’s degree in Wine Commerce (CVI) trains experts capable of managing and developing commercial strategies in the wine sector. Students acquire skills in marketing, negotiation and wine business management, while being prepared to work internationally.

The program focuses on contemporary issues such as ecological transition, wine tourism and digital communication, offering numerous professional opportunities.

The Master’s in Wine Trade is taught by teachers-researchers from the University of Montpellier and the Institut Agro Montpellier, who specialize in the study of the wine industry, as well as professionals from the regional and national wine industry.

Please note: the first year of the master’s program is not available as a work-study program.

Why choose Montpellier Management?

A wide range of training courses, with around fifty courses ranging from license to doctorate and leading to state diplomas.
Student support systems, including tutoring sessions, tutorials and access to online resources.
Dynamic professional integration thanks to multiple initiatives: expert interventions, internships, work-study programs, ResUM network, etc.
Research of excellence focused on businesses: 90 teacher-researchers, 5 research teams and 11 chairs.
A strong international dimension with more than 65 destinations spread across more than 25 countries.

Duration
Certification
Level
Location

Campus Richter, Montpellier
ECTS credits

300 crédits

International

The international dimension of the Master 2 is linked to its appeal to students from North and South America, Europe and Asia, but also to some of its courses being taught in English. It also gives students the opportunity to complete their internships in international companies, both in France and abroad.

Who is this for?

The Master’s degree in Wine Commerce is ideal for people who want to specialize in marketing, communication and wine sales, particularly in an international and constantly evolving environment. This program allows students to acquire essential skills in wine marketing, negotiation and business strategy, while also developing skills in sustainable development, wine tourism and management in order to succeed in various professions in the wine industry.

Application requirements

The Master 1 & 2 Wine Commerce (CVI) is one of the master’s degrees in the field of Marketing & Sales. Students can join this program in the first or second year.

The Master 1 is open to students who hold a bachelor’s degree in business administration, management, economics, etc. (bachelor’s degree, BUT, business school or equivalent) validated by the completion of 180 ECTS credits.

The Master 2 is open to:

students who have completed the M1 Wine Commerce (CVI) at Montpellier Management (no application or interview required)
students who have completed a four-year degree in management, economics, etc. (Master’s, business school or equivalent) validated by obtaining 240 ECTS credits.

Selection is based on academic excellence, career plans and English language proficiency. Prior knowledge in marketing and management are expected, as well as an interest in the wine industry. Candidates are recruited on the basis of their application and after an interview with a panel.

Foreign students who are not members of the European Union and do not have a French degree must first submit an application to CAMPUS France. Applications will only be reviewed once this formality has been completed.

If you are enrolled in continuing education, please visit this page.

Duration and rythm

The master’s program lasts two years, from M1 to M2. Students can enter the master’s program in the first or second year.

Objectives

The Master’s degree Wine Commerce trains sales managers specializing in the wine industry, with a high level of expertise based on skills in marketing, negotiation and management, both nationally and internationally.

Program

SEMESTRE 1 (30 ECTS)

UE1 – Élaborer/Formaliser une stratégie marketing (12 ECTS)

Management stratégique (3 ECTS)
Marketing stratégique (5 ECTS)
Culture numérique (4 ECTS)

UE2 – Développer des insights marchés (13 ECTS)

Comportement du consommateur (5 ECTS)
Méthodes Qualitatives (4 ECTS)
Méthodes Quantitatives (4 ECTS)

UE3 – Maîtriser son environnement marketing et commercial (5 ECTS)

Droit du marketing (3 ECTS)
Anglais des affaires (2 ECTS)

SEMESTRE 2 (30 ECTS)

UE4 – Développer la relation client multicanale (5 ECTS)

Stratégie client (3 ECTS)
Management des équipes marketing et commerciales (1 ECTS)
Vente & négociation (1 ECTS)

UE5 – Opérationnaliser sa stratégie marketing (6 ECTS)

Brand management (cours en anglais) (3 ECTS)
Techniques de segmentation et de positionnement (1 ECTS)
Outils du marketing digital (2 ECTS)

UE6 – Économie et marketing du vin (8 ECTS)

Connaissance des vins et des vignobles (3 ECTS)
Marketing du vin (3 ECTS)
Économie des marchés du vin (2 ECTS)

UE7 – S’intégrer dans la vie professionnelle (niveau 1) (11 ECTS)

Séminaire transversal 2 – conférences professionnelles (1 ECTS)
Projet professionnel 1 : Challenge ou Serious Game (2 ECTS)
Anglais des affaires (2 ECTS)
Mémoire stage (6 ECTS)

UE Facultatives

Sport
Engagement étudiant

Des cours de dégustation de vins se déroulent à l’Institut Agro Montpellier.

SEMESTRE 1 (30 ECTS)

UE1 – Maitriser les enjeux pratiques, théoriques et éthiques (8 ECTS)

Méthodologies d’étude et de recherche approfondies (2 ECTS)
Nouvelles perspectives de recherche en marketing (4 ECTS)
Séminaire transversal 3 – Ethique et responsabilité professionnelle (2 ECTS)

UE2 – Développer une offre dans le secteur du vin (10 ECTS)

Connaissance des vins et des terroirs (niveau 2) (4 ECTS)
Enjeux de la transition écologique (2 ECTS)
Wine tourism (cours en anglais) (2 ECTS)
Product and packaging design (cours en anglais) (2 ECTS)

UE3 – Mettre en marché les vins (12 ECTS)

Pricing, communication hors média et distribution du vin (4 ECTS)
Conception de site web et e-commerce (4 ECTS)
Wine communication (cours en anglais) (4 ECTS)

SEMESTRE 2 (30 ECTS)

UE4 – Gérer une entreprise vitivinicole (7 ECTS)

Création / reprise d’une entreprise vitivinicole (2 ECTS)
Transmission / reprise d’entreprises (2 ECTS)
Législation vitivinicole, commerciale et sociale (3 ECTS)

UE5 – Opérationnaliser des stratégies de développement (11 ECTS)

Appellations et signes de qualité (2 ECTS)
International markets development (cours en anglais) (4 ECTS)
Négociation et techniques de prospection commerciale (3 ECTS)
Supply Chain Management (cours en anglais) (2 ECTS)

UE6 – S’intégrer dans la vie professionnelle (niveau 2) (12 ECTS)

Projet Professionnel 2 (4 ECTS)
Mémoire stage (8 ECTS)

UE Facultatives

Sport
Engagement étudiant

Des cours de dégustation de vins se déroulent à l’Institut Agro Montpellier.

Access conditions

To apply for a Master 1, go to Mon Master website.

To apply for a Master 2, go to E-Candidat website.

To find out the application periods and access the website, click on the red “Apply” button.

Tuition fees

For students who do not receive scholarships, the registration fees are as follows:

Master’s degree: €254 for the 2025/2026 academic year (this fee includes diploma fees, tuition fees, and university library membership).

For students receiving scholarships who provide proof of conditional notification at the time of registration, no registration fees will be charged. The CROUS will pay the registration fees owed to the institution through the scholarships allocated to the student.

In addition, all students enrolled in initial training at a higher education institution must pay the Student and Campus Contribution (CVEC) before registering. This can be done online at cvec.etudiant.gouv.fr.

Additional informations

Accessibility / Disability

A disability representative is there to welcome you, provide you with information and implement a certain number of arrangements to facilitate your studies and reduce the disability situations you may encounter.

Teaching methods

At Montpellier Management, more than 50 teacher-researchers and 600 external speakers transmit their knowledge to our students, combining academic knowledge and field experience.

Evaluation methods

Student assessment is based on a system of partials and continuous assessment, combining individual and group projects, thus guaranteeing the progressive acquisition of the skills necessary to obtain a state diploma.

Training place

The training takes place at Montpellier Management, Espace Richter, rue Vendémiaire, 34960 Montpellier.