advanced certificate in Wine marketing & trade 

(40 lectures)

€710 - as per October 2007
(no previous knowledge required)

This course is aimed at persons who have a sufficient understanding and knowledge of wine but who wish to qualify themselves in the sometimes tricky world of international and local wine marketing and trading.

Few people realise that wine is one of the world’s earliest trade commodities, but the technology supporting wine trade is more recent due to the fact that most wine producers used to sell their wines within 50–150 km from the wine production facility. It has now become global and cross-cultural, with the wine industry still trying figure out which are the correct methods to use in this global market.

In this course students will learn about the various difficulties in and complexities of the trade in wine.

The marketing of wine is complex and sometimes tricky due to the fact that wine has a comparatively low value, is heavy and complicated to ship as wines easily suffer from ‘travel sickness’. It is additionally a fragile product and being an alcoholic beverage, is invariably subject to governmental taxes and duties. These taxes are based on various items such as income-production for state coffers, prohibition and the production of local industries. It is therefore important that wine producers develop well-considered marketing, trade and export strategies.

This course consists of:

• 40 lessons and assignments.
• A portfolio of 90 wines that have to be tasted during the course
• A Thesis
• On-site Training of 40 hours (which in this course will be even more important than in the other business courses)
• short examinations at the conclusion of each Module

• Optional tutored work shops
• Optional Field Trip to a wine region

The syllabus of this course would include various modules covering the following topics:

• The global trading environment and trade regulation,
• The structure of the global wine sector,
• World production, trade and consumption,
• Consumer behaviour for wine,
• Competition and market analysis,
• Market entry and the Marketing Mix,
• Distribution and Branding,
• Pricing, promotion,
• Trade purchasing behaviour,
• The basics of branding,
• The basics of exporting,
• The value chain for wine,
• The basics of viticulture,
• The basics of oenology,
• Tasting and sensorial analysis,
• Industry trends,
• Major problems and opportunities,
• Strategic alternatives relating to wine varietals and brands.
 

Graduates from this course will be ideally placed for careers within the wine, spirits and hospitality trades.

Starting date: immediate

Tick BOOK NOW to officially enrol.

 

 

 

 

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