benner3Introduction to Wine Business and Marketing courses

(all via e-learning on our e-learning platform)

The successful wine marketer will sell the last bottle of wine at the highest possible price on the day before the succeeding vintage is released.’- K. Moulton

These are all e-learning courses, with no costs included for any workshops, Field Trips or practicums.

Most are aimed at persons who have no previous experience. We have arranged them into 2 categories: courses for those with no wine knowledge and those with wine knowledge.

We have divided this range of courses into two main sections: the 1st section is for students who have no prior wine qualification and the 2nd obviously for those that do so have an appropriate wine qualification.

Courses where prior wine knowledge IS a requirement.
The first few (see each course description) of the courses require that the student already has a sound basic knowledge of wine. Such prior wine knowledge would include the following topics: sensory evaluations and tasting, wine styles, the world of wine and consumption, wine labels, international regional classifications, sommeliership, cellar management, wine and food pairing, terroir, as well as a separate section on viticulture and one on wine production. Such an Essential module also offers a basic understanding of the major grapes used for making wine and their discerning characteristics, the influence of climate and viticulture, as well as lectures on sweet wines, fortified, sparkling wines, spirits, and liqueurs.

 

International Certificate in Wine Essentials, Business & MarketingProwein

 (40 with e-learning lectures – no prior wine knowledge required) €795 

This e-learning course is designed for anyone who wishes to start up her/his own wine business or to follow a professional wine career in the wine trade, specializing in sales, as a manager, as a representative, salesperson, or wine shop assistant. It is a modular course which allows persons with no wine knowledge to first gain such knowledge and training, followed by a specialist module on wine marketing, wine business, and management, wine trading, thus becoming a qualified wine business professional.

It consists of: 

Compulsory: 

40 lectures and assignments divided into 2 modules.

Module 1: covers wine essential topics, a few examples: sensory evaluations and tasting, wine styles, the world of wine and consumption, wine labels, international regional classifications, the impact of wine on health, cellar management, wine and food pairing, terroir, spirits, whisky and brandies (and how to taste and evaluate them!) – as well as a separate section on viticulture and one on wine production. This module also offers a basic understanding of the influence of climate and viticulture, as well as lectures on sweet wines, fortified wines, Champagne & sparkling wines.

In Module 2 we cover the following specialist topics: General Marketing Principles, Distribution & Place, Pricing, Marketing Communications, Personal Selling, Wine Consumption and Consumer behaviour, Building and Positioning a Premium Wine Brand, Principles of SCM – SCM in the wine industry, Management of SME’s, Stock Management, Wine Packaging and Marketing, Direct Wine sales, eMarketing, Principles of Business Law – Observing local legislation and regulations -Labour Relations & Laws – Negotiating principles.

A portfolio of 60 wines that have to be tasted during the course

An Essay

On-site Training of 20 hours

On-line examination at the conclusion of each module 

Optional:

Tutored workshops & wine tastings: where we discuss any possible problems, new developments or techniques, and taste at least 6 wines. This is obviously optional as it may not always be possible, (given that students may be following this course in various parts of the world,) to get sufficient numbers of students together to conduct such workshops and wine tastings. Details about this will be provided to students throughout the course via the platform. The course fees do not include any of these costs and it will always require a certain minimum number of participants.

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Field Trips: the intention being that during such Field Trip students get some hands-on, practical exposure to grapes, viticulture, winemaking or other related practical experience. Obviously, these Field Trips are also optional and will depend on how many students wish to attend such Field Trip. 

If the student passes the online multiple-choice module examination(s) at the end of the course, also successfully completes all the wine tasting exercises and the Essay, she/he will receive the EWA’s “International Certificate in Wine Essentials, Business & Marketing “.

 

Associate Degree in Wine Essentials, Business & Marketing

(80 e-learning lectures – no prior wine knowledge required) €1755 

This is an in-depth e-learning course, somewhat similar to the Certificate course above, but in much greater depth and detail, especially as regardmichael coghlans the wine marketing and business aspects. It starts off with the Essential module which covers all-important basic wine knowledge.

It is designed for anyone who wishes to start up her/his own wine business or to follow a professional wine career in the wine trade, in wine trading, importing and exporting, specializing in sales, as a manager, as a representative, salesperson or wine shop assistant.

It consists of: 

Compulsory: 

80 lectures and assignments divided into 3 modules, which allow persons with no wine knowledge to first gain such knowledge and training.

Module 1: covers wine essential topics, a few examples: sensory evaluations and tasting, wine styles, the world of wine and consumption, wine labels, international regional classifications, the impact of wine on health, cellar management, wine and food pairing, terroir, spirits, whisky and brandies (and how to taste them!) – as well as a separate section on viticulture and one on wine production. This module also offers a basic understanding of the influence of climate and viticulture, as well as lectures on sweet wines, fortified wines, Champagne & sparkling wines.

Modules 2 & 3: These two detailed specialist modules focus on Wine Marketing and Business, which covers not only the essentials of marketing wine business and management, but, amongst others, also consumer research, branding, direct sales, imports and exports, international wine trading, Managing Human Resources, Management of SME’s, Managing a Retail or Wholesale Outlet, Stock Management, Supply Chain Management, Implementing workplace health, safety and security procedures, Business Law, Environmental & Socially Aware Aspects, Principles of Business Management, Microeconomics & Macroeconomics, Accounting principles & Financial analysis, Investment, cash management and financing investments.

A portfolio of 90 wines that have to be tasted during the course

A compulsory Essay

compulsory on-site Training of 40 hours

A compulsory on-line examination at the conclusion of each module


Optional:

Tutored workshops & wine tastings: where we discuss any possible problems, new developments or techniques, and taste at least 6 wines. This is obviously optional as it may not always be possible, (given that students may be following this course in various parts of the world,) to get sufficient numbers of students together to conduct such workshops and wine tastings. Details about this will be provided to students throughout the course via the platform. The course fees do not include any of these costs and it will always require a certain minimum number of participants.

Field Trips: the intention being that during such Field Trip students get some hands-on, practical exposure to grapes, viticulture, winemaking or other related practical experience. Obviously, these Field Trips are also optional and will depend on how many students wish to attend such Field Trip.

 If the student passes the online multiple-choice module examination(s) at the end of the course, also successfully completes all the wine tasting exercises and the Essay, she/he will receive the EWA’s “Associate Degree in Wine Essentials, Business & Marketing”.

 

All of the following courses require that the student already has a sound basic knowledge of wine. Such prior wine knowledge would consist of the following topics: sensory evaluations and tasting, wine styles, the world of wine and consumption, wine labels, international regional classifications, sommeliership, cellar management, wine and food pairing, terroir, as well as a separate section on viticulture and one on wine production. Such an Essential module also offers a basic understanding of the major grapes used for making wine and their discerning characteristics, the influence of climate and viticulture, as well as lectures on sweet wines, fortified, sparkling wines, spirits, and liqueurs.

Certificate in Wine Business & Marketing

(40 lectures- prior wine knowledge required) €795

kent wangThis course, which has 3 modules, is aimed at persons who have a sufficient understanding and knowledge of wine and who wish to qualify themselves in the sometimes-tricky world of international and local wine marketing, import-export and trading.

It consists of:

  • 40 lectures and assignments which covers, in 3 modules, amongst others, the general principles of wine business and marketing, the major wine regions, consumer research, branding, pricing, direct sales, wine exporting strategies, distribution, cellar door sales, category management, managing human resources, advertising, eMarketing, supply chain management, Financial aspects, Legal aspects and issues, etc.
  • a portfolio of 60 wines that have to be tasted during the course
  • A compulsory Essay
  • Compulsory on-site Training of 20 hours
  • A compulsory on) line examination at the conclusion of each module.

Associate Degree in Wine Business & Marketing

(90 lectures – prior wine knowledge required) €2050

There is a great need in the wine industry for properly trained marketing people and at all levels. Marketing expertise has become an indispensable part of the modern wine professional’s necessary and indispensable skills.

This course aims to equip students for a wide miguel discartrange of middle- to senior management level
marketing careers in the international wine and spirits industry. Please Note: It is also aimed at those who wish to set up their own wine-related business.

This is an advanced course and requires students to apply themselves in a serious manner.

This course is modular and assumes that students are already in possession of the necessary basic wine knowledge, as envisaged in the Basic Essentials of Wine course. It is no problem if they, in fact, do not have that basic wine knowledge of the Basic Essentials of Wine course it does mean that it has to be added on to this course’s curriculum (set out below) and that the student must first complete that basic course before commencing with the first part of this course.

It consists of:

  • 90 lectures and assignments divided into three modules in which we focus on Wine Business and Marketing. It covers all the fundamentals of wine marketing, wine business, and management, but then investigates the course material in detail. Below is a list of some (not all) of the topics covered: Introduction to and essentials of wine marketing, Category management, Balancing growth in the wine market, the importance of a good reputation in the wine industry, Delivering Value to the customer, Keeping track of your retail sales; Wine Consumption and Consumer behaviour; Researching your Customer, Importing & Exporting strategies and Global Wine Marketing, Demographics and how Consumers select wine, The major wine regions from a trade perspective, Marketing Strategies, Traditional and non-traditional marketing strategies. The Effect of Wine Production on Marketing, Wine Packaging, Labelling and Marketing, Building, positioning and managing a Premium Wine Brand, Pricing and Programming, Wine Media and Public Relations, Advertising, Direct Wine sales, Wine Tourism & Cellar Door nick webbSales, Strategic planning for a wine business, Selling Strategies, e-Marketing wine via internet & social media, Selling wine: Supermarket groups, Selling wine: wine Speciality shops, Wine supply chain management, Human resources in the wine industry, Financial aspects, Business Law, The management of SME’s, Managing a Retail or Wholesale Outlet, Stock Management, Implementing workplace health, safety and security procedures, Principles of Business Management, Import and export strategies, Accounting principles & financial analysis, Investment, cash management and financing investments. Evolving issues and the future of wine business & marketing.

  • A portfolio of 90 wines that have to be tasted during the course

  • A compulsory Essay

  • Compulsory on-site Training of 40 hours

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  • A compulsory on-line examination at the conclusion of each module

  • Optional tutored workshops

 

Certificate in Wine Tourism (40 lectures) €795.00

Wikipedia gives a good summary of this field: “Wine tourism refers to tourism whose purpose is or includes the tasting, consumption, or purchase of wine, often at or near the source. Wine tourism can consist of visits to wineries, vineyards, and restaurants known to offer unique vintages, as well as organized wine tours, wine festivals, or other special events.

Many wine regions around the world have found it financially beneficial to promote such tourism; accordingly, growers associations and others in the hospitality industry in wine regions have spent significant amounts of money over the years to promote such tourism. This is true not only to “Old World” producers (such as Spain, France or Italy), but also for the so-called “New World wine” regions (such as Australia, Argentina, or Chile), where wine-tourism plays an important role in advertising their products. In Argentina, for example, the Mendoza Province is slowly becoming one of the top tourist destinations in the country as Argentine wine strides to gain international recognition.”

This, and other research, clearly indicates that in almost all wineries (there has been an incredible increase in new wineries in the past years, and an even greater explosion is occurring in India and China- in India alone wine consumption has increased 200% since 2006!) so-called Cellar Door (selling own wine from the wine producer’s cellar via wine tourism) sales have become a vital selling method and it is therefore not surprising that properly qualified staff are becoming highly sought after at such wineries.

This e-learning course covers all the important topics that any student needs in order to become an International Wine Tour Professional.

This is a detailed course aimed at the student with no, or little wine knowledge or experience, who wishes to acquire a professional and thorough wine education. It covers all of the important topics and consists of a series of 40 lectures, with compulsory Assignments (in two modules) which covers, amongst others, topics such as:

  • General topics such as the question as to what wine is, it’s definitions, how to taste and evaluate wine (5 lectures), the various wine styles, wine labels, international and regional wine laws, appellations and classifications, Pairing food with wine how to set up and manage a wine cellar, an Introduction to Fortified wines and an Introduction to Distillation and Spirits.

    It also covers various aspects of viticulture such as the Introduction to and Essentials of viticulture; the Annual Activities ina vineyard: the effect of climate and terroir, how to set up a new vineyard, the major varietals. In wine production, it has an introduction to and Essentials of wine production, the various cellar procedures, Aspects of White & Red winemaking, an Introduction to Champagne & Sparkling Wines, an Introduction to Fortified Wines and an introduction to producing Spirits: Distillation & Tasting

  • In the detailed module on Wine Tourism, we cover various topics, some examples: What is wine tourism? Enhancing the Wine Tourism Experience and wine tourist consumerism, what influence does wine tourism have on Cellar Door Sales, wine tourism for the Millenials, interacting with Customers, e-Marketing wine tourism, wine tourism and regional development, Wine Festivals & Tours, how to navigate the Wine Trail or Route, the future of wine tourism and in various lectures we look into some wine producing regions that have utilised wine tourism well.


In addition, the student also has to submit:

  • A compulsory Essay (which is usually done during vacation time, or at the end of the course)

  • Compulsory wine tasting sessions of 60 wines

  • A compulsory on-line final examination

The following are optional:

  • Optional tutored workshop

  • Optional Field Trip to a wine region.
    (The same comments, as above, regarding the optional Workshops and Field Trip, also apply to this course).

    Tutored workshops & wine tastings: where we discuss any possible problems, new developments or techniques, and taste at least 6 wines. This is obviously optional as it may not always be possible, (given that students may be following this course in various parts of the world,) to get sufficient numbers of students together to conduct such workshops and wine tastings. Details about this will be provided to students throughout the course via the platform. The course fees do not include any of these costs and it will always require a certain minimum number of participants.

 

Diploma in Wine Marketing and Tourism (60 lectures) €1150.00
(No prior wine knowledge required)

This e-learning course covers all the important topics that any student needs detailed knowledge of in order to become an International Wine Marketing & Tour Professional.

It not only covers the basic Essentials in Module 1, such as how to taste and evaluate wines but also includes extra detailed lectures on viticulture and wine production.

This is a detailed course aimed at the student with no, or little wine knowledge or experience, who wishes to acquire a professional and thorough wine education. It covers all of the important topics and consists of a series of 60 lectures, with compulsory Assignments (in three modules) which covers, amongst others, topics such as:

  • General topics such as the question as to what wine is, it’s definitions, how to taste and evaluate wine (5 lectures), the various wine styles, wine labels, international and regional wine laws, appellations and classifications, Pairing food with wine how to set up and manage a wine cellar, an Introduction to Fortified wines and an Introduction to Distillation and Spirits.

    It also covers various aspects of viticulture such as the Introduction to and Essentials of viticulture; the Annual Activities ina vineyard: the effect of climate and terroir, how to set up a new vineyard, the major varietals. In wine production, it has an introduction to and Essentials of wine production, the various cellar procedures, Aspects of White & Red winemaking, an Introduction to Champagne & Sparkling Wines, an Introduction to Fortified Wines and an introduction to producing Spirits: Distillation & Tasting

  • In a separate full module, this course also gives a sound grounding in wine marketing including Distribution & Place, Pricing, Marketing Communications, Personal Selling Wine Consumer Behaviour and Marketing Strategies, Researching Wine Consumers, Advertising and promotion, Wine Media and Public Relations, marketing wine via social media and consumer preferences.

  • In the module on Wine Tourism, we cover various topics, some examples: What is wine tourism? Enhancing the Wine Tourism Experience and wine tourist consumerism, what influence does wine tourism have on Cellar Door Sales, wine tourism for the Millenials, interacting with Customers, e-Marketing wine tourism, wine tourism and regional development, Wine Festivals & Tours, how to navigate the Wine Trail or Route, the future of wine tourism and in various lectures we look into some wine producing regions that have utilised wine tourism well.


In addition, the student also has to submit:

  • A compulsory Essay (which is usually done during vacation time or at the end of the course)

  • Compulsory wine tasting sessions of 60 wines

  • A compulsory on-line final examination

The following are optional:

  • Optional tutored workshop

  • Optional Field Trip to a wine region.
    (The same comments, as above, regarding the optional Workshops and Field Trip, also apply to this course).

    Tutored workshops & wine tastings: where we discuss any possible problems, new developments or techniques, and taste at least 6 wines. This is obviously optional as it may not always be possible, (given that students may be following this course in various parts of the world,) to get sufficient numbers of students together to conduct such workshops and wine tastings. Details about this will be provided to students throughout the course via the platform. The course fees do not include any of these costs and it will always require a certain minimum number of participants.

     

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