#2902 BUS 842W Advanced: Strategic Wine Marketing

The course presents concepts related to the marketing planning process for a wine business. It is organized around the steps involved in developing a marketing plan for a wine business. Topics to be addressed include an introduction to wine marketing concepts, market segmentation and targeting, the steps in brand creation, marketing implications of packaging decisions, integrated communication strategy, direct to consumer sales, and distribution strategy. The culminating project is the creation of a marketing and sales plan for the launch of a new wine business.

Prerequisites

There are no prerequisites, but we do recommend students to have Wine Industry experience.

Course Goals The course will give the student an overview of the marketing planning process for a wine business. At the end of course, the student will be able to:

• Target market
• Branding and positioning
• Packaging
• Integrated communication strategy
• Distribution and sales strategy
• Pricing strategy
• Marketing budget
• Create a marketing and sales plan for a wine business following the steps and methods learned in class