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Wine Studies: Wine Business and Marketing (AS) Agriculture & Natural Resources Total Units: 26.5
A newer version of this program is available. View the latest version here.

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Term Effective: Fall 2017


The Wine Studies major, with four concentrations, Wine Evaluation and Service, Wine Business and Marketing, Wine and Vines, and Enology, is designed to prepare students for a variety of positions in the wine industry.

In Wine Business and Marketing, students learn many aspects of wine business sales and marketing to effectively market and promote wine, including solid agriculture business classes: computer applications, wine business management, sales and communications, marketing and wine sales and distribution.

This program prepares students to pursue a variety of possible wine industry jobs that range from sales representative, direct sales manager, and regional sales manager to wine advertising sales, fine wine sales representative, public relations and marketing coordinator, and wine merchandiser.

For students interested in the Wine Studies: Wine Business and Marketing Certificate of Achievement Program, please see SRJC's certificate website.

Program Student Learning Outcomes:

Upon successful completion of this program, the student will be able to:

  1. Demonstrate knowledge of skills such as constructing a wine marketing plan, applying management and business principles to wine marketing; and
  2. describe wine distribution methods and wine markets, calculation of pricing in markets, and basic knowledge of global retail wine sales.
  3. demonstrate knowledge of the fundamentals of the wine industry including product evaluation and basic enology concepts.

Program Requirements:

The requirements for the Wine Studies: Wine Business and Marketing (AS) program are:

  • Complete 26.5 units from
    • Wine Studies Core Requirements
    • Wine Business and Marketing Emphasis Requirements

Wine Studies Core Requirements - complete 13.00 units
WINE 70Beginning Wine Sensory Analysis1.50
WINE 110Professional Wine Judging1.50
AGBUS 2Agricultural Computer Applications3.00
WINE 1Introduction to Viticulture, Winemaking, Wines of the World3.00
Complete a combination totaling at least 4.00 units from the following:
Fall Winery Operations2.00
WINE 42.2Spring Winery Operations2.00
WINE 3Introduction to Enology4.00
Wine Business and Marketing Emphasis Requirements - complete 13.50 units
AGBUS 56Introduction to Agriculture Business and Management3.00
AGBUS 61Agricultural Marketing3.00
WINE 101Wine Sales1.50
WINE 102Wines in the Global Marketplace - Retail Sales1.50
WINE 103Consumer Direct Wine Sales and Marketing1.50
Complete any combination totaling at least 3.00 units from the following:
AGRI 56Agricultural Enterprise Project2.00-4.00
AGRI 99Agriculture Occupational Work Experience0.50-8.00
AGRI 99IAgriculture Occupational Work Experience Internship0.50-8.00
WINE 105Wine Public Relations1.50
WINE 111Sonoma County American Viticulture Areas1.50
WINE 113Winemakers of Sonoma County1.50
WINE 114Wines of California and Europe1.50
WINE 115Wines of California and Australia/New Zealand1.50
WINE 116Wines of Italy1.50
WINE 117Wines of France1.50
WINE 118Zinfandel-Grape to Glass1.50
WINE 119An Examination of Pinot Noir1.50
WINE 121Wines of Spain1.50
WINE 122Dessert Wines of the World1.50
WINE 124Cabernet Sauvignon Around the World1.50
WINE 125Napa Valley Appellations1.50
WINE 130Wine Service and Hospitality1.50
WINE 131Wine Industry Event Planning1.50
WINE 150Artisan Winemaking Operations2.00

Term Effective: Fall 2017

The requirements for this program of study are effective beginning the semester shown above. If you began working on this program before the effective semester, you may not be affected by the changes. Consult with the program contact person or the department chair to determine your eligibility to complete the program under previous requirements.

Term Inactive: Fall 2019

Previous Versions:

Wine Studies: Wine Business and Marketing - effective Spring 2015
Wine Studies: Wine Business and Marketing - effective Summer 2011
Wine Studies: Wine Business and Marketing - effective Fall 2009
Wine Studies: Wine Business and Marketing - effective Spring 2007
Wine Studies: Wine Business and Marketing - effective Fall 2006
Wine Studies: Wine Business and Marketing - effective Fall 2005

Associate Degree Requirements:

The major is one of several requirements students need to fulfill in order to be awarded the Associate Degree, the highest level of academic achievement recognized by Santa Rosa Junior College. Please note that all of the following requirements must be met in order for the degree to be conferred:

For all students admitted for the Fall 2009 term or any term thereafter, a grade of "C" or better, or "P" if the course is taken on a pass/no pass basis, is required for each course applied toward the major.

Course Prerequisites and Advisories:

Courses in a program of study may have prerequisites or advisories; that is, courses that must or should be completed before taking that course. Please check for prerequisites or advisories by clicking on the course numbers in the Program Requirements section.

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(707) 527-4408
Agriculture & Natural Resources