11/21/2024 8:34:45 AM	WINE 105 Course Outline as of Fall 2018	Changed Course
CATALOG INFORMATION
Discipline and Nbr:  WINE 105	Title:  WINE PUBLIC RELATIONS
Full Title:  Wine Public Relations
Last Reviewed:9/11/2017

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 175.2

Catalog Description:

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 and Course Completion of VIT 1 OR WINE 1

Limits on Enrollment:

Schedule of Classes Information
Description:

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 and Course Completion of VIT 1 OR WINE 1
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.  Design a unique wine product image.

2.  Prepare and demonstrate public relations plans.

3.  Write public relations and social media materials.

 

Objectives:

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

I.  Marketing Wine Products

   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 Wine Products 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 Wine Events

Assignments:

1. In-class oral presentations (2)

2. Write a wine product 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

5. Write 3-5 pages explaining the entire process involved in carrying out a selected public

    relations strategy for wine products

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; create and format a press release
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
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:

Wine Marketing & Sales. 2nd ed. Wagner, Paul and Olsen, Janeen and Thach, Liz. Board and Bench Publishing. 2016

Instructor prepared materials

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