4/19/2024 7:24:43 PM	WINE 103 Course Outline as of Fall 2004	Changed Course
CATALOG INFORMATION
Discipline and Nbr:  WINE 103	Title:  CONSUMER DIRECT WINE MKT
Full Title:  Consumer Direct Wine Sales and Marketing
Last Reviewed:12/12/2023

Units		Course Hours per Week			Nbr of Weeks	Course Hours Total
Maximum	1.50	Lecture Scheduled	3.00		8 max.	Lecture Scheduled	24.00
Minimum	1.50	Lab Scheduled	0		8 min.	Lab Scheduled	0
		Contact DHR	0			Contact DHR	0
		Contact Total	3.00			Contact Total	24.00
		Non-contact DHR	0			Non-contact DHR Total	0

Total Out of Class Hours:  48.00

Total Student Learning Hours: 72.00

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:

An introduction to and overview of the sales and marketing of wine and the winery directly to consumers.  The course will include information on special events, creation and management of wine clubs, tourism, building connection with customers, internet marketing, etc.  The focus is strictly on the aspects of marketing and selling wine directly to consumers.

Prerequisites/Corequisites:

Recommended Preparation:

Limits on Enrollment:

Schedule of Classes Information
Description:

An introduction to and overview of the sales and marketing of wine and the winery directly to consumers.  The course will include information on special events, creation and management of wine clubs, tourism, building connection with customers, internet marketing, etc.  The focus is strictly on the aspects of marketing and selling wine directly to consumers.

(Grade or P/NP)
Prerequisites:
Recommended:
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: Certificate Applicable Course

COURSE CONTENT

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

Upon completion of this course, student will be able to:

1.  Create a consumer direct sales and marketing plan.

2.  Assess and understand the needs of the customer.

3.  Create and successfully produce special events.

4.  Utilize the internet as a direct marketing and sales

   tool.

5.  Understand the interrelationships between suppliers and retailers.

6.  Examine the need for flow and merchandising as it pertains to sales.

7.  Understand the importance of the tasting room to 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. 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 e-mail

     b. The mechanics of email usage

VIII. Promoting Consumer Direct Sales through Special Events

Assignments:

1.  Create a written consumer direct sales and marketing plan after

   researching needs of the consumer and other marketing research

   methodologies.

2.  Write a plan to produce a special event in the wine industry.

3.  Write a direct marketing program utilizing the computer and internet

   as a resource.

4.  Two tests incorporating true/false, multiple choice, matching, and

   completion portions.

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 10 - 25%
Written homework
Problem solving: Assessment tools, other than exams, that demonstrate competence in computational or non-computational problem solving skills.		Problem Solving 25 - 35%
Creation of plans on consumer direct sales & mrkt
Skill Demonstrations: All skill-based and physical demonstrations used for assessment purposes including skill performance exams.		Skill Demonstrations 30 - 50%
Sales presentation performances
Exams: All forms of formal testing, other than skill performance exams.		Exams 10 - 25%
Multiple choice, True/false, Matching items, Completion
Other: Includes any assessment tools that do not logically fit into the above categories.		Other Category 0 - 0%
None

Representative Textbooks and Materials:

Industry handouts will be used instead of a textbook.

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