SRJC Course Outlines

6/4/2023 6:35:38 AMWINE 104 Course Outline as of Spring 2006

New Course (First Version)

Discipline and Nbr:  WINE 104Title:  AG & WINE MKTG FNDMNTLS  
Full Title:  Agricultural and Wine Marketing Fundamentals
Last Reviewed:2/1/2010

UnitsCourse Hours per Week Nbr of WeeksCourse Hours Total
Maximum3.00Lecture Scheduled3.0017.5 max.Lecture Scheduled52.50
Minimum3.00Lab Scheduled017.5 min.Lab Scheduled0
 Contact DHR0 Contact DHR0
 Contact Total3.00 Contact Total52.50
 Non-contact DHR0 Non-contact DHR Total0

 Total Out of Class Hours:  105.00Total Student Learning Hours: 157.50 

Title 5 Category:  AA Degree Applicable
Grading:  Grade or P/NP
Repeatability:  00 - Two Repeats if Grade was D, F, NC, or NP
Also Listed As:  AGBUS 104

Catalog Description:
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A practical approach to marketing agricultural products and wine. Includes market analysis, planning, the development of a marketing plan, and strategies for successful product placement and sales.


Recommended Preparation:

Limits on Enrollment:

Schedule of Classes Information
Description: Untitled document
A practical approach to marketing agricultural products and wine. Includes market analysis, planning, the development of a marketing plan, and strategies for successful product placement and sales.
(Grade or P/NP)

Limits on Enrollment:
Transfer Credit:
Repeatability:00 - Two Repeats if Grade was D, F, NC, or NP


Associate Degree:Effective:Inactive:
CSU GE:Transfer Area Effective:Inactive:
IGETC:Transfer Area Effective:Inactive:
CSU Transfer:Effective:Inactive:
UC Transfer:Effective:Inactive:

Certificate/Major Applicable: Both Certificate and Major Applicable


Outcomes and Objectives:
At the conclusion of this course, the student should be able to:
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Upon completion of this course, student will be able to:
1.  Explain the functions and importance of marketing.
2.  Conduct market research and develop a marketing plan for a specific
3.  Give examples of and describe a variety of agricultural and wine
   marketing strategies.
4.  Discuss the importance of branding to a product's success in the
5.  Develop packaging, collateral, and promotional materials for a
   specific commodity.
6.  Write an effective media release.
7.  Create an effective special events plan for marketing a product or
8.  Develop a marketing budget.

Topics and Scope
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I.   Introduction to Marketing
    A. Definition and importance of marketing
       1. Planning and executing a set of objectives to bring buyers and
          sellers together so that a sale can take place
       2. Economic viability = profitability
    B. Importance of marketing planning
       1. Determine if a profitable market exists
       2. Identity of target market
       3. How to reach the target market
    C. The 5 Ps of marketing
       1. Product
       2. Place
       3. Price
       4. Promotion
       5. Positioning
    D. Developing a marketing plan
       1.  Marketing situational analysis
       2.  Marketing goals and objectives
       3.  Marketing strategies and tactics
       4.  Budgets
       5.  Action plan
       6.  Evaluation
    E. Outline of a marketing plan
II. Agricultural Marketing
    A. Food consumption and marketing
    B. Food processing and marketing
    C. Food wholesaling and retailing
    D. Niche marketing
       1. Right product to the right person at the right time
       2. What makes a niche market worthwhile for the farmer?
       3. Examples of products
          a. Specialty crops (unusual, difficult to mass produce)
          b. Bundled products (tea, herbs, salsa fixings)
          c. Aligned products (cheese and honey with vegetables)
          d. Market-responsive products (organic, local, ethnic)
          e. Trend-responsive products (South Beach Diet vegetables)
    E. Value-added marketing
          a. Processing or modifying the product
          b. Growing something in a way that is acknowledged as safer
          c. Adding a component of information, education, or
    F. Direct or relationships marketing
       1. Farmer's markets
       2. On farm sales and roadside stands
       3. Internet and mail order
       4. Restaurants and direct to retail stores
       5. Collaborative marketing groups
       6. Community supported agriculture (CSA - subscription form)
       7. On-farm sales and agritourism
       8. Institutional marketing and farm-to-school programs
    G. Functional and Organizational Issues
       1. Organization of markets for food
       2. Cooperatives in the food industry
       3. Market power and bargaining associations
       4. Market information
       5. Standardization and grading
       6. Transportation
       7. Storage
III.   Wine Marketing
    A. U.S.P. - Unique Selling Proposition
       1. Points of differentiation
       2. Weaving a story to build the brand
       3. Pricing the product
    B. Image
       1. Principle of image
       2. Current trends
IV.   Market Research
    A. Who are your customers?
       1. Trade demographics
       2. Consumer demographics
    B. Know the market areas - locally, nationally, internationally
       1. Wholesale distributors/brokers
       2. International marketing
       3. Retailers/restaurants
       4. Consumer direct
V.   Building the Brand
    A. What is the brand?
    B. How long does it take to build a brand?
    C. Why is branding so important?
    D. What are the components of brand building?
VI.   Packaging/Collateral/Promotional Materials
    A. Label and case design and printing
       1. What is allowed by law on a label
       2. Design aspects
    B. Media and sales kits
       1. What is the message
       2. What information should the kit contain
    C. Point of sale
       1. Sell sheets
       2. Neck hangers, shelf talkers, table tents
    D. Media releases
       1. Content
       2. Format
    E. Brochures
       1. Consumer
       2. Trade
    F. Photography
       1. Choosing a photographer
       2. Getting the best shots
    G. Building relationships with artists and writers
    H. Creating materials consistent with the image
    I. Website production and maintenance
       1. Design and creation of the web
       2. Keeping the site up to date
       3. Selling on the web, pros and cons
VII.   Three Tier System for Wine Marketing
    A. Distributors
       1. Finding wholesale distribution channels
       2. When to appoint a distributor
       3. Working with distributors
    B. Brokers
       1. Inside California
       2. Outside California
    C. Retailers
       1. Major chain retailers
       2. Independent retailers
       3. Grocery retailers
VIII.   Consumer Direct Marketing of Wine
    A. Through the winery
       1. Using the tasting room to market product
       2. Tours and consumer events
    B. Through Clubs
        1. Wine clubs
        2. Special buyer clubs
    C. Through direct mail
        1. Newsletters
        2. Special interest mailers
IX.   Compliance
    A. BATF/ABC (Bureau of Alcohol, Tobacco and Firearms / Alcoholic
       Beverage Commission) requirements when selling wine to
    B. BATF/ABC requirements for consumer direct wine sales
       1. Different requirements for each state
       2. Reciprocal does not necessarily mean solicitable
X.   Special Events
    A. Events at the winery /
       1. Define the audience - trade, media, or consumer
       2. Planning and execution of events
       3. Using the event to promote the product and brand
    B. Multi-winery events
    C. Events away from the winery
       1. Selecting key markets
       2. Participating in national wine related events
    D. Event promotion
XI.  Budget
    A. Creating a marketing budget
    B. Broad outline budget
    C. Detailed budget

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1.  Reading: 10 - 25 pages per week.
2.  Outline of a marketing plan for a specific commodity (10-15 pages).
3.  Compile into a notebook examples of packaging, collateral and
promotional materials with brief summaries for at least two agricultural
products and two wines.
4.  Analyze examples from one product, write a 2-3 page paper, and present
an oral report on effectiveness and appeal of materials.
5.  Prepare a one-page press release, following guidelines.
6.  Special events plan with budget (3-7 pages) for marketing an
agricultural product, wine, or business.
7.  Quizzes (2-4); midterm; final exam.

Methods of Evaluation/Basis of Grade.
Writing: Assessment tools that demonstrate writing skill and/or require students to select, organize and explain ideas in writing.Writing
30 - 40%
Paper; press release; notebook.
Problem solving: Assessment tools, other than exams, that demonstrate competence in computational or non-computational problem solving skills.Problem Solving
10 - 20%
Special events plan and budget.
Skill Demonstrations: All skill-based and physical demonstrations used for assessment purposes including skill performance exams.Skill Demonstrations
0 - 0%
Exams: All forms of formal testing, other than skill performance exams.Exams
20 - 30%
Multiple choice, True/false, Matching items, Completion, Short answer.
Other: Includes any assessment tools that do not logically fit into the above categories.Other Category
20 - 30%
Oral presenation; attendance and participation.

Representative Textbooks and Materials:
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Kohls, Richard L. et al. Marketing of Agricultural Products. Prentice
Hall, 2005.
Reis, Al and Trout, Jack. Positioning: The Battle for Your Mind. McGraw-
Hill, 2001.

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