Please Note: As a result of the outbreak of COVID-19 course dates and planned formats may change at short notice. Please click here for the latest detail on which courses are affected.

Build a winning career in the wine industry

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


R13 500


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?


If you have made your decision and you are ready to apply for this course, please click here.

If you’d like more information or if you have any further questions, please click here. You will receive an email with our course brochure along with a link to apply to this course.

The course is targeted at early to mid-career wine marketers and professionals working across the wine value chain. You will benefit from this course if you are:
  • A wine marketer / brand manager
  • Wine buyers / distributors 
  • A sommelier / beverage manager
  • A hospitality professional
  • A winemaker / viticulturalist 
  • Entrepreneurs from across the wine value chain
  • Those looking to build a career in the wine industry

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

Delegates will be awarded a Certificate of Completion from the University of Cape Town on successful completion of the Programme, and will gain:
  • A fluency and understanding of the language of marketing
  • The ability to make critical and informed pricing, targeting and market positioning decisions.  
  • Advanced business know-how and practical skills ranging from business planning to strategic marketing and sales
  • The ability to craft authentic brand experiences and communities 
  • An insight into marketing strategies that balance social and economic purposes. 
  • The ability to formulate an effective marketing plan for a wine business
  • An opportunity to network with like-minded professionals and leading personalities in the global wine industry
  • An opportunity to be part of building a transformed wine industry

This course focuses on societally relevant marketing innovation in the wine industry using practical applications based on real-world examples.

15% for 3 - 6 applicants (discount applied from third applicant)

10% for 7+ applicants (discount applied to all applicants)

10% for alumni of UCT GSB academic and Executive Education courses

Course Convenor

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.


The Business of Wine programme can be customised to suit your organisation’s learning and development needs and can be delivered anywhere in the world, wherever it is convenient.