SRJC Course Outlines

9/27/2022 3:28:48 AMWINE 105 Course Outline as of Spring 2012

Changed Course
CATALOG INFORMATION

Discipline and Nbr:  WINE 105Title:  WINE PUBLIC RELATIONS  
Full Title:  Wine Public Relations
Last Reviewed:9/11/2017

UnitsCourse Hours per Week Nbr of WeeksCourse Hours Total
Maximum1.50Lecture Scheduled1.5017.5 max.Lecture Scheduled26.25
Minimum1.50Lab Scheduled08 min.Lab Scheduled0
 Contact DHR0 Contact DHR0
 Contact Total1.50 Contact Total26.25
 
 Non-contact DHR0 Non-contact DHR Total0

 Total Out of Class Hours:  52.50Total 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 175.2

Catalog Description:
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Course covers the essentials of effective promotion and sales of wine to consumers and the trade. Includes image creation, communication skills, media usage, special event staging, preparing a public relations (PR) plan, writing PR materials and social media communications.

Prerequisites/Corequisites:


Recommended Preparation:
Eligibility for ENGL 100 or ESL 100

Limits on Enrollment:

Schedule of Classes Information
Description: Untitled document
Course covers the essentials of effective promotion and sales of wine to consumers and the trade. Includes image creation, communication skills, media usage, special event staging, preparing a public relations (PR) plan, writing PR materials and social media communications.
(Grade or P/NP)

Prerequisites:
Recommended:Eligibility for ENGL 100 or ESL 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:
 
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:
Upon completion of the course, students will be able to:
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Upon completion of this course the student will be able to:
1. Establish effective relations with media representatives.
2. Create effective content and format for promotional materials.
3. Assess public relations strategies for promoting wine sales.
4. Design a unique and consistent company/product image.
5. Develop methods for staging successful special promotional events.
6. Determine what effect design elements have on perception of a product.

Topics and Scope
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I.  Marketing your product
   A. Creating a unique and consistent image
     1. How to weave a story and create a solid foundation for a brand
     2. Ways to effectively communicate this story
     3. Innovative packaging of the story
     4. Design elements and effect on product perception
     5. Marketing tools to sell the story to distributors and consumers
   B. Communication Skills
     1. How to write a press kit
     2. Writing an effective press release
     3. Writing scripts for audio and video presentations
     4. Promoting your product through photography
        a. A picture speaks a thousand words
        b. Brochures, photo albums for sales reps, press kits, slide shows, video, etc.
II.  Communicating a Message to the Media
    A. How to establish long-lasting, respectful relationships with the press
    B. How the press can support a brand
    C. How to react to a changing media/social media
III. Creating and Planning Unique Special Events That Support Company's Image

Assignments:
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1. In-class oral presentations (2)
2. Write a press release
3. Prepare a public relations plan outline
4. Analyze wine packaging and write a 1-page report about the effect of design elements on how a product is perceived. Discuss in class
5. Write 3-5 pages explaining the entire process involved in carrying out a selected public relations strategy
6. 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
35 - 50%
Packaging report; PR plan outline
Problem solving: Assessment tools, other than exams, that demonstrate competence in computational or non-computational problem solving skills.Problem Solving
20 - 40%
Packaging analysis
Skill Demonstrations: All skill-based and physical demonstrations used for assessment purposes including skill performance exams.Skill Demonstrations
5 - 20%
Oral presentations; create/format a press release
Exams: All forms of formal testing, other than skill performance exams.Exams
15 - 25%
Final exam to include multiple choice, essay, completion, and true/false
Other: Includes any assessment tools that do not logically fit into the above categories.Other Category
0 - 20%
Attendance and participation


Representative Textbooks and Materials:
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Wine Marketing & Sales, Success Strategies for a Saturated Market, by Paul Wagner, Janeen Olsen, and Liz Thach.  Wine Appreciation Guild, 2007.
Instructor prepared materials

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