GWT 304 - Wine Marketing and Branding

Description:
Regulations and legalities, marketing, branding, public relations, consumer behavior, and business planning in the wine industry. Course will be offered every year. Course will not have an established scheduling pattern. Formerly GWS 304; students may not receive credit for both.

Credits: (4)

Learner Outcomes:
Upon successful completion of this course, the student will be able to:

Demonstrate an understanding of the 3-tier system, shipping, regulations, legalities and alcohol distribution and tax structures in the United States
Develop a branding and marketing plan for the wine industry and understand the legal issues of marketing alcohol
Develop a business plan demonstrating understanding of business structures and components
Demonstrate an understanding of wine public relations, publicity and working with the media
Demonstrate an understanding of consumer segmentation, behavior, direct to consumer theories
Demonstrate an understanding of wine tourism and it’s direct and indirect benefits

Learner Outcomes Approval Date:
1/17/2008