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Partnership with Sonoma State Wine Business Institute

Cal Poly Extended Education has partnered with the Wine Business Institute at Sonoma State University to offer the Online Certificate in Wine Business Management to the Central Coast Wine Industry. Taught by wine business veterans and experts in the industry, this online program provides the advanced understanding of the wine business that is essential to success in an evolving industry and an ever-changing marketplace. Students in the Online Certificate in Wine Business Management complete a total of 4 courses: Foundation (4 weeks), Intermediate (8 weeks), and two of three offered Advanced courses (8 weeks each). Access to this online certificate is available through this application link or through the application link by each course. A full description of the courses may be found below.

The certificate is offered three times a year in a convenient online format accessible around the world.

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Courses

Foundation: Introduction to Wine Business

This four-week course provides an overview of wine business. Students will develop an appreciation of the realities of the wine business as a business and come to understand the steps required for getting from the vineyard and into the glass of the consumer.

Course Title Date Upcoming Dates Fee Prerequisites Apply
Introduction to Wine Business Fall
9/6/2018 - 10/4/2018
Winter
01/24/2019 - 02/21/2019
Spring
04/18/2019 - 05/16/2019
$795/$695 None Apply Now
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Intermediate: A Survey of the Key Drivers in a Wine Business

Building on the concepts developed in the Introduction to Wine Business, this eight-week course expands project-based learning focused on the business of making and selling wine. The class surveys key drivers of a wine business and the necessary decisions required when a wine business goes to market, to provide a deeper understanding of the entire value chain.

The subjects of marketing, distributing and selling are expanded to include managing a primary brand as well as a portfolio of products, including options for negociant brands.

Course Title Date Upcoming Dates Fee Prerequisites Apply
A Survey of the Key Drivers in a Wine Business Fall
10/15/2019 - 12/10/2019
Spring
02/28/2019 - 04/25/2019
Summer
05/30/2019 - 07/25/2019
$1100/$995 Successful completion of Intermediate Courses Apply Now
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Advanced: Direct to Consumer Marketing & eCommerce for the Wine Industry

This course provides an in-depth study of Direct-to-Consumer (DTC) marketing and eCommerce, including digital marketing, from a wine industry perspective. Participants will explore opportunities and challenges associated with eCommerce and DTC wine sales, and the methodology required to promote customer discovery, engagement, acquisition and loyalty. This course begins with a history and overview of compliance and the development of the DTC channel, the transformation of software platforms and digital technology over the past 15 years, and key components of web design and development. It then focuses on best practices in web, mobile, email, social media and all digital marketing channels to drive wine sales, tasting room visitation, event ticket sales, and wine club member acquisition and retention.

Course Title Date Fee Prerequisites Apply
Direct to Consumer Marketing & eCommerce for the Wine Industry 01/15/2019 - 03/12-2019 $1100/$995 Successful completion of Foundation and Intermediate Courses Apply Now
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Advanced: Wine Production and Operations from a Business Perspective

This level provides an in-depth review of the business issues associated with wine production and operations. This level emphasizes the basic concepts of operations, purchasing, logistics, and supply chain management as they apply to the wine industry. More specific topics include value analysis, total quality management, make/buy decisions, negotiation, and supplier development.

Course Title Date Fee Prerequisites Apply
Wine Production and Operations from a Business Perspective 05/09/2019 - 07/04/2019 $1100/$995 Successful completion of Foundation and Intermediate Courses Apply Now
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Advanced: Strategic Wine Marketing

This level provides an introduction to wine marketing terminology and concepts, including the steps in brand creation, packaging decisions, integrated communication strategy, navigating the three tier distribution channels, and direct to consumer sales. Topics of tasting room management, wine tourism, importing, and exporting wine are also presented. The culminating project is the creation of a marketing and sales plan for the launch of a new wine business.

Course Title Date Fee Prerequisites Apply
Wine Production and Operations from a Business Perspective August, 2019 (TBA) $1100/$995 Successful completion of Foundation and Intermediate Courses Apply Now
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