| 1/15/2025 3:07:42 AM |
| New Course (First Version) |
| CATALOG INFORMATION
|
| Discipline and Nbr:
AG 277 | Title:
WINE MARKETING FUND |
|
| Full Title:
Wine Marketing Fundamentals |
| Last Reviewed:4/19/2004 |
| Units | Course Hours per Week | | Nbr of Weeks | Course Hours Total |
| Maximum | 3.00 | Lecture Scheduled | 3.00 | 17.5 max. | Lecture Scheduled | 52.50 |
| Minimum | 3.00 | Lab Scheduled | 0 | 17.5 min. | Lab Scheduled | 0 |
| | Contact DHR | 0 | | Contact DHR | 0 |
| | Contact Total | 3.00 | | Contact Total | 52.50 |
| |
| | Non-contact DHR | 0 | | Non-contact DHR Total | 0 |
| | Total Out of Class Hours: 105.00 | Total 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:
Formerly:
Catalog Description:
Untitled document
Practical approach to marketing wine, from production planning, marketing channels, marketing methods and techniques, marketing strategy, sales disciplines, effective public relations.
Prerequisites/Corequisites:
Recommended Preparation:
Eligibility for ENGL 100A or ENGL 100.
Limits on Enrollment:
Schedule of Classes Information
Description:
Untitled document
Practical approach to marketing wine: planning, channels, methods, techniques, strategy & effective public relations.
(Grade or P/NP)
Prerequisites:
Recommended:Eligibility for ENGL 100A or ENGL 100.
Limits on Enrollment:
Transfer Credit:
Repeatability:00 - Two Repeats if Grade was D, F, NC, or NP
ARTICULATION, MAJOR, and CERTIFICATION INFORMATION
| Associate Degree: | Effective: | | Inactive: | |
| Area: | | |
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| CSU GE: | Transfer Area | | Effective: | Inactive: |
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| IGETC: | Transfer Area | | Effective: | Inactive: |
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| CSU Transfer: | | Effective: | | Inactive: | |
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| UC Transfer: | | Effective: | | Inactive: | |
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| C-ID: |
Certificate/Major Applicable:
Certificate Applicable Course
COURSE CONTENT
Outcomes and Objectives:
At the conclusion of this course, the student should be able to:
Untitled document
DEVELOP MARKETING STRATEGIES FOR SMALL WINERIES
LEARN VALUE OF LABEL DESIGN
UNDERSTAND BATF AND ABC LAWS FOR WINE
DEVELOP MARKETING PROGRAM FOR SMALL WINERY
LEARN SALES DISCIPLINES
ANALYZE CURRENT MARKETING TRENDS
LEARN COSTS OF MARKETING
DEVELOP SKILLS TO SELL WINE TO RESTAURANTS, SMALL RETAILERS
UNDERSTAND THREE TIER MARKETING PROGRAM
UNDERSTAND EXPORTING WINE METHODS
ANALYZE FOREIGN LAWS AND THEIR EFFECT IN THE US
DEVELOP SKILLS TO PROPERLY TASTE WINE
LEARN HOW TO DEVELOP RESTAURANT WINE LISTS
Topics and Scope
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1. Introduction.
The need for wine marketing; Competition and statistics;
Establishing objectives.
2. Knowing your market areas - In state, Out of state, Overseas.
The wholesale distributor; The wine broker
3. Measuring effectiveness of the marketing plan.
Your direction and goals; Meeting the goals
4. Your personal sales approach - Know your product.
Sales discipline; sales techniques; closing the sale; standards
of performance
5. Meeting competition with public relations.
Personal involvement; Client information (flyers, letters, etc);
The media; Wine tasting uses and abuses; Professional wine
judging
6. Merchandising the product - The package and selling aids.
The label - appearance and information; The silent saleman;
Point-of-Sales materials; Incentives - when and how; Problem
merchandise
7. Market Resources.
Using consultants; Peer contacts; Trade media; Continuing
education; Government
8. Overcoming Obstacles.
The buyer/seller; Cash flow; Winery cost factors and inherent
problems; Surplus wines, discontinued items.
Assignments:
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Sell wine as a school project and design labels and PDS material.
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
0 - 20% |
| Written homework, Reading reports, Essay exams, Term papers | |
| Problem solving: Assessment tools, other than exams, that demonstrate competence in computational or non-computational problem solving skills. | Problem Solving
0 - 20% |
| Field work, Lab reports, Quizzes, Exams | |
| Skill Demonstrations: All skill-based and physical demonstrations used for assessment purposes including skill performance exams. | Skill Demonstrations
0 - 20% |
| Class performances, Field work | |
| Exams: All forms of formal testing, other than skill performance exams. | Exams
0 - 30% |
| Multiple choice, True/false, Matching items, Completion | |
| Other: Includes any assessment tools that do not logically fit into the above categories. | Other Category
0 - 10% |
| ATTENDANCE | |
Representative Textbooks and Materials:
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