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Master Course Outline
EV 141
Introduction to Wine Marketing


Credits: 3
Clock Hours per Quarter: 30

AA Discipline:

Lecture Hours:30


Description
This course provides an introduction to the challenges of marketing wine in today's competitive arena. The course will explore: business plans for wineries, market research, the marketing mix, brand integrity, and distribution as it pertains to the marketing of wine.

Intended Learning Outcomes
  • Analyze the marketing mix and how it applies to wine marketing campaigns.
  • Differentiate consumer-centric versus product-centric approaches to wine marketing and apply the appropriate elements to real-life winery examples.
  • Explain how brands are used to create consumer value.
  • Formulate a marketing plan for an example case study.
  • Critique marketing plans of existing wineries.

  • Course Topics
  • Why businesses market
  • Consumer-centric versus product-centric marketing approaches
  • Market/industry research
  • Customer segmentation
  • Data gathering
  • Marketing mix
  • Brand - equity, promise, personality, value, protection
  • Selling - Three tier system, deregulation, technology, direct-to-consumer

  • Syllabi Listing See ALL Quarters
    Course
    Year Quarter
    Item
    Instructor  
    EV 141
    Winter 2014
    0340
    Michele Rennie
    EV 141
    Winter 2010
    0340
    Valerie Fayette


    Two Year Projected Schedule

    Year One* Year Two**
    Fall
    Winter
    Spring
    Summer
    Mini 
    Fall
    Winter
    Spring
    Summer
    Mini
     
     
     
     
     
     
    X
     
     
     

    *If fall quarter starts on an odd year (2003, 2005, etc.), it's Year One.
    **
    If fall quarter starts on an even year (2002, 2004, etc.), it's Year Two.