This course will teach the fundamentals of wine marketing with a strong focus on innovation. Delegates will learn wine marketing principles based on practical real-world examples taught by lecturers and industry leaders from around the world, develop sustainable solutions to marketing problems and craft a successful marketing plan. This online course is aimed at early to mid-career wine marketers and professionals globally looking to solve tactical marketing decisions and become strategic thinkers.
4 October - 6 December 2021
20 September 2021
Module 1: Introduction to wine marketing.
Adaptable understanding of marketing vernacular and concepts and their application to the wine business realm.
Module 2: Tactical marketing.
Adaptable understanding, analyses and apply tactical segmentation, targeting, positioning and marketing mix.
Module 3: Value chain management and wine business models.
Adaptable understanding, analyses and design of the marketing aspects of a business model canvas, value chain profile, demand models and basic financial instruments.
Module 4: Basics of social and strategic wine marketing.
Develop strategic marketing thinking skills and plans, as well as incorporating social and ethical thinking in your marketing decision-making to address social justice and societal relevance.
Decided that this is the programme for you?
No entrance requirements unless linked to a bursary fund.
Experience in the Wine Industry would be advantageous
As this course will be facilitated on the GSB’s Online Learning Platform, applicants should ensure that they have access to the Internet / data
This course focuses on societally relevant marketing innovation in the wine industry using practical applications based on real-world examples.
Convenor of the GSB Wine Business Management programme and SA module for the OIV MSc programme in Wine Business (Montpellier SUPAgro) and PhD candidate at the GSB.