I. General Information

1. Course Title:
Marketing for the Wine Business

2. Course Prefix & Number:
VITI 1271

3. Course Credits and Contact Hours:

Credits: 3

Lecture Hours: 3

4. Course Description:

This course explores the strategies and tactics that a winery would utilize to develop a strong marketing program. The students will develop a marketing plan, incorporating online technology, social media, including the application of blogs and social networking accounts to market both winery retail and wholesale markets. The course will conclude with a student presentation of a marketing package directed at a specific target market.

5. Placement Tests Required:

Accuplacer (specify test):

No placement tests required

Score:

6. Prerequisite Courses:

There are no prerequisites for this course.

9. Co-requisite Courses:

There are no corequisites for this course.

II. Transfer and Articulation

1. Course Equivalency - similar course from other regional institutions:

Missouri State University, VIN 130, 3 credits
Highland Community College, VIN 130, 3 credits

2. Transfer - regional institutions with which this course has a written articulation agreement:

The Viticulture and Enology Science and Technology Alliance (VESTA)

3. Prior Learning - the following prior learning methods are acceptable for this course:

• Military Experience
• CLEP
• Written
• Oral
• Demonstration
• Portfolio

III. Course Purpose

1. Program-Applicable Courses – This course is required for the following program(s):

Wine Business and Entrepreneurship, AAS and Certificate

IV. Learning Outcomes

1. College-Wide Outcomes

College-Wide Outcomes/Competencies	Students will be able to:
Analyze and follow a sequence of operations	Demonstrate an understanding of research and demographics of wine consumers.
Apply abstract ideas to concrete situations	Demonstrate an understanding of wine budgeting and pricing.
Utilize appropriate technology	Describe wine marketing and digital marketing.

2. Course Specific Outcomes - Students will be able to achieve the following measurable goals upon completion of the course:

1. Demonstrate an understanding of wine marketing principles for your business model;
2. Demonstrate an understanding of research and demographics of wine consumers;
3. Demonstrate an understanding of wine branding;
4. Demonstrate an understanding of grower contracts and relations;
5. Demonstrate an understanding of three avenues to wine sales;
6. Demonstrate an understanding of wine sales and distribution options;
7. Demonstrate an understanding of wine advertising and promotion;
8. Demonstrate an understanding of wine public relations;
9. Demonstrate an understanding of wine budgeting and pricing; 
10. Demonstrate an understanding of graphic design in the wine industry;
11. Demonstrate the elements involved in establishing a tasting room as it relates to marketing;
12. Describe wine marketing and digital marketing; and
13. Explain the importance of wine tourism.

V. Topical Outline

Listed below are major areas of content typically covered in this course.

1. Lecture Sessions

1. Demonstrate an understanding of wine marketing principles for your business model.
• Importance of marketing plans
• Conducting research and collect information for creating a marketing plan
• How to write a marketing plan
• Strengths, Weaknesses, Opportunities, Threats (SWOT) analysis
2. Demonstrate an understanding of research and demographics of wine consumers.
• Market research
• Wine consumer segmentations
• Price points in wine sales
• Strategies to identify target markets
3. Demonstrate an understanding of wine branding.
• Wine branding
• Differences between position and competitive set
• Conducting a SWOT analysis
• Create a brand
• The importance of your story
4. Demonstrate an understanding of Grower Contracts and Relations.
• Strategies for negotiating contracts
• Elements of grower contracts
• The importance of establishing relationships between wineries and vineyards for both parties
5. Demonstrate an understanding of three avenues to wine sales.
• Three-tier system of sales distribution, including pricing
• How to select the channel and pricing strategy that’s best for the business
6. Demonstrate an understanding of wine sales and distribution options.
• Direct to consumer options: tasting room, farmer’s markets/festivals, online
• Self-distribution options: to retailers, restaurants
• Distribution options through wholesaler(s)
7. Demonstrate an understanding of wine advertising and promotion.
• Promotion, advertising, and public relations
• Pros and cons of advertising, p­ublic relations, and promotions
8. Demonstrate an understanding of wine public relations.
• Importance of the public to a winery
• How to work successfully with the media
• Components of a press kit
• Different types of electronic media
• How to write a press release
9. Demonstrate an understanding of wine budgeting and pricing. 
• How to construct a wine marketing budget.
• Methods of wine pricing.
• Issues with raising and lowering prices.
• How to measure the success of each part of your budget: return on investment.
10. Demonstrate an understanding of graphic design in the wine industry.
• Role of graphic design in the wine industry
• How to prepare a creative brief
• How to establish a budget for graphic design
• The implications of alternative and new packaging
• Importance of complying with label laws, TTB regulations and timeline implications
11. Demonstrate the elements involved in establishing a tasting room as it relates to marketing.
• Various types of tasting rooms
• Elements to consider when establishing a tasting room
• How to build a tasting room strategy that promotes the best possible wine sales
12. Describe wine marketing and digital marketing.
• Tools that make up wine marketing and digital marketing
• Relevant digital marketing strategies
• The importance of social media networking platforms
• The importance of wine podcasts, blogs, video, mobile apps and email marketing
• The importance of websites with search engine optimization
• Developing a content marketing plan for a winery using digital marketing strategies
13. Explain the importance of wine tourism.
• How to analyze the target audience and reach them with a message tailored to them.
• How to work with other wineries and regional interests to develop a broad approach to tourism.
• How to develop practical steps for instituting or expanding wine tourism in your region.
• Tourist roles of wine trails, festivals, and farmer’s markets.