EV 143 - Wine Marketing

Credits: 5
LEC hours per week: 5
Examine the business activities of marketing; product, place, price, and promotion. Understand the role of marketing in the wine industry and the process used to make effective business decisions. Emphasis on global business, including eCommerce as it relates to marketing strategy.
Course Outcomes:

Define marketing terms, concepts, models, and processes.
Synthesize information to explain the concept of the marketing mix; product, place, price, and promotion.
Compare and contrast tactics used by marketing firms to exploit the wine marketing mix.
Research and analyze consumer behavior as it relates to marketing within the wine industry.
Recognize cultural differences in market planning for a global society.
Develop a basic marketing plan for wine sales that demonstrates knowledge of material covered in class.

Course Topics:

Marketing’s value to consumers
Wine industry and society
Marketing Strategy planning
Focusing Marketing Strategy with Segmentation and Positioning
Demographic dimensions of global consumer markets
Behavioral dimensions of the consumer market
Improving decisions with marketing information
Distribution, customer service, and logistics
Pricing objectives and policies
Price setting in the Wine industry