Johanne Brunet, C.V. Academia. Professional. Medias : Radio-Canada/CBC TV5 international Consultation

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2 Johanne Brunet, C.V. CGA UBC MBA HEC PhD Warwick UK Academia Admin HEC: Chair of Marketing department Previous Campuses: Australia California (Entertainment and Wine) India (Entertainment and IT) Research: Innovation, creativity, new product development International marketing Marketing strategy Teaching: MBA DESS Executive (Montreal, Algeria, China ) EMBA Professional Medias : Radio-Canada/CBC TV5 international Consultation Board of directors: Radio-Canada/CBC SAQ, SHDM, Regent s College (UK), AIM (UK)

3 Why Australia? Down under, yet so close: An Anglo-Saxon business culture and practices similar to those found in North America Resource based economy Comparable public policy challenges Two-way trade amounting to A$3.2 billion in 2011 Australia as a gateway to Asia : China is Australia s biggest two-way trade partner Chinese demand for raw materials and associated mining investment have contributed to the Australian economy and helped it avoid recession following the crisis. Growing GDP for the last 5 years A recognized expertise in the three industries: sports, wine, creative

4 Why Australia?

5 Campus Australia cities - 3 themes a strong learning experience

6 Objectives Gain a strong understanding of the three industries in the Campus. Identify the best practices in management from these industries and link to other industries.

7 3 Cities Adelaïde Sydney Melbourne

8 Three themes Wine Industry Sport & Events Creative Economy

9 Sports, an important industry Large sporting events have played a role in bringing culture together (Olympic games, Hockey games East-West, etc.) and trailblazing societal changes (Paralympics, Gay Games, etc.). An industry with many ramifications: equipment, tourism, advertising, professional athletes/teams/leagues, etc. The rights to host an international event has a market valued US$50 billion worldwide.

10 Are Melburnians Sport Mad? Melbourne is home to five of the six most significant annual sport events held in Australia : the Australian Football League Grand Final, the Spring Racing Carnival featuring the Melbourne Cup, the Australian Open Tennis Championships, the Boxing Day Cricket Test and the Formula 1 Australian Grand Prix. It is home to 32 professional franchises and 18 major stadiums. Branding as THE sport event city. Melbourne was named the Top Sports Events City in the world and the Ultimate Sports City in the world both in 2009 and 2010.

11 Wine Industry in Australia Australia is the world s sixth largest wine producer (behind France, Italy, Spain, US and Argentina) and the fourth largest exporter. Australia exports 2/3 of its production for a value of 1,85 billions $ (2012). Australia has approximately 2,300 wine companies. The volume of Australian wine sold to Canada has doubled in the past 10 years and accounted for 10% of Australia s total wine export in Quebec accounts for 32% of all the Australian wine sold in Canada.

12 Adelaide and the Barossa Valley - Adelaide is the wine capital of Australia. - Wine organizations and research centers have their headquarters there. - It is surrounded by 8 wine regions, including the Barossa Valley. - Winemaking in the Barossa Valley dates back to the first settlers. - It is home to 150 wineries that have the oldest vines in the world and produce some of the most sought after wines in the world.

13 Creative Economy, the New Reality The creative economy is an evolving concept based on creative assets potentially generating economic growth and development.

14 Creative Economy These creative sectors range from activities rooted in traditional knowledge and cultural heritage such as art crafts, and cultural festivities, to more technology and services-oriented subgroups such as audiovisuals and the new media. In 2008, despite the 12% decline in global trade, world trade of creative goods and services continued its expansion, reaching $592 billion and reflecting an annual growth rate of 14% during the period Source: Creative Economy Report 2010, UNCTAD, web site:

15 Redeveloping a City Around Creativity Sydney has creative industries that accounts for 6,2% of total employment. Creative industries are the fastest-growing sector in the city, contributing an estimated $8.2 billion to the City s economy in 2012 and expected to account for $14.9 billion of its gross domestic product by In 2010 Sydney joined the Creative Cities Network by becoming the UNESCO city of film. Sydney is currently engaging in a discussion with its resident and the business community to develop the city in a world renowned creativity magnet by 2030.

16 Course Evaluation Participation - 20% Be on time for meetings in Australia. Participate in all preparation meetings. Prepare a one-pager of one of the firms visited. Manage the visit to that firm. Be an active listener /asking questions. Be a team player. Group projects (group of 4) - 50% Report, analysis of a sector of the economy. Report on one of the industries that are studied in the Campus. Personal reflection on the Australian business environment your experience and what you have learned. - 30%

17 Timeline (March June) Pre-departure activities : Seminar on sport and creativity Conference with the General & Senior Trade and Investment Commissioner, Australian Trade Commission Visit of the SAQ warehouse and laboratory and wine tasting with a professional sommelier. One seminar tbd 21 June - 5 July 2014: Trip to Australia

18 Tentative calendar June 21 st July 5 th 2014

19 Logistics We take care of: All academic and business activities Accommodation (incl. breakfast and WIFI) 2 Regional flight tickets (Melbourne-Adelaide-Sydney) Local transport for some group visits You take care of: You international flight ticket Your meals Your free time activities

20 Hotels Double occupancy room (2 twin beds). Breakfast and WIFI is included Melbourne 4 nights Pensione 8 Adelaide 3 nights Adabco hotel Sydney 7 nights The Menzies

21 Tentative Budget To be paid to HEC Montréal* Administrative fees 200$ Program fees (visits, accommodation, local flights, charter bus) $ TOTAL $ *based on a group of 20 students Flight ticket and insurances Around 2000$ Grand Total $ Scholarships of 1500$ for the participation to the Campus Abroad programs should be available

22 This Campus is for students who: Have an interest in deepening their understanding of the course thematic and the Australian business environment. Are curious, responsible and mature. Should shopping, pub crawls and beach time be your top three priorities in applying for this program, please reconsider your choice; this program is not for you.

23 Questions? Thank you!