11/21/2024 10:32:16 AM	WINE 103 Course Outline as of Fall 2024	Changed Course
CATALOG INFORMATION
Discipline and Nbr:  WINE 103	Title:  WINE DIRECT SALES
Full Title:  Wine Direct to Consumer Sales
Last Reviewed:12/12/2023

Units		Course Hours per Week			Nbr of Weeks	Course Hours Total
Maximum	1.50	Lecture Scheduled	1.50		17.5 max.	Lecture Scheduled	26.25
Minimum	1.50	Lab Scheduled	0		6 min.	Lab Scheduled	0
		Contact DHR	0			Contact DHR	0
		Contact Total	1.50			Contact Total	26.25
		Non-contact DHR	0			Non-contact DHR Total	0

Total Out of Class Hours:  52.50

Total Student Learning Hours: 78.75

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:  AG 175.1

Catalog Description:

Students will explore sales and marketing of wine directly to consumers. The course will include information on special events, creation and management of wine clubs, tourism, building connection with customers and online and social media marketing. The focus is strictly on the aspects of marketing and selling wine directly to consumers.

Prerequisites/Corequisites:

Recommended Preparation:
Eligibility for ENGL 100 OR EMLS 100 (formerly ESL 100) and Course Completion of WINE 1 OR VIT 1; and WINE 3

Limits on Enrollment:

Schedule of Classes Information
Description:

Students will explore sales and marketing of wine directly to consumers. The course will include information on special events, creation and management of wine clubs, tourism, building connection with customers and online and social media marketing. The focus is strictly on the aspects of marketing and selling wine directly to consumers.

(Grade or P/NP)
Prerequisites:
Recommended:Eligibility for ENGL 100 OR EMLS 100 (formerly ESL 100) and Course Completion of WINE 1 OR VIT 1; and WINE 3
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:
CSU GE:	Transfer Area			Effective:	Inactive:
IGETC:	Transfer Area			Effective:	Inactive:
CSU Transfer:		Effective:		Inactive:
UC Transfer:		Effective:		Inactive:
C-ID:

Certificate/Major Applicable: Both Certificate and Major Applicable

COURSE CONTENT

Student Learning Outcomes:
At the conclusion of this course, the student should be able to:

1. Develop a direct sales and marketing plan for selling wine directly to the consumer.

2. Plan a special event for direct-to-consumer wine sales.

3. Assess and explain how the relationship of supplier, retailers, the internet, and tasting rooms impact the success of wine sales to the consumer.

 

Objectives:

At the conclusion of this course, the student should be able to:

1. Create a consumer direct sales and marketing plan.

2. Assess and understand the needs of the wine customer.

3. Create and plan for a wine special event.

4. Utilize the internet as a direct marketing and sales tool.

5. Explain the interrelationships between suppliers and retailers.

6. Analyze the need for merchandising as it pertains to sales.

7. Discuss the importance of the tasting room to wine sales and profits.

Topics and Scope

I. The Benefits of Consumer Direct Sales and Marketing

    A. Increased sales

    B. Consumer loyalty

    C. Brand support

II. Find Customers - How, Where and Why

    A. The importance of a good database

    B. Database software options

    C. Creation of the database and customer profiling

III. Designing an Effective Consumer Mail Piece

IV. The Importance of the Tasting Room in Consumer Direct Sales and Marketing

    A. Creating the complete wine experience

    B. How to affect buying habits for next ten years

V. Consumer Direct Sales

    A. Winery specific selling techniques

    B. Winery operations

VI. The Creation and Management of Wine Clubs

VII. Using the Internet to Create Interest

    A. The effectiveness of email

    B. The mechanics of email usage

    C. The use of social media and social media tools

VIII. Promoting Consumer Direct Sales through Special Events

Assignments:

1. Sales and marketing plan for consumer direct sales, based on identified customer needs

2. Wine industry special event plan

3. Quiz(zes) and exam(s) (1-4)

4. Final project: sales presentation

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 20 - 35%
Sales and marketing plan
Problem solving: Assessment tools, other than exams, that demonstrate competence in computational or non-computational problem solving skills.		Problem Solving 20 - 35%
Special event plan
Skill Demonstrations: All skill-based and physical demonstrations used for assessment purposes including skill performance exams.		Skill Demonstrations 20 - 50%
Final project
Exams: All forms of formal testing, other than skill performance exams.		Exams 10 - 25%
Quiz(zes) and exam(s)
Other: Includes any assessment tools that do not logically fit into the above categories.		Other Category 0 - 10%
Participation

Representative Textbooks and Materials:

Wine Marketing & Sales. 3rd ed. Wagner, Paul and Olsen, Janeen and Thach, Liz. Board and Bench Publishing. 2019.

Successful Wine Marketing. 1st ed. Moulton, Kirby and Lapsley, James.  Springer. 2001 (classic).

Instructor prepared materials

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