BUS 465W - Wine Marketing

Unit(s): 4

An in-depth study of marketing from the perspective of the California wine industry. The course emphasizes wine marketing planning, including an analysis of wine consumer segments. The wine industry’s economic, legal, social, and competitive environment, industry trends, major problems and opportunities, and strategic alternatives as related to wine varieties and brands, pricing, promotion, and distribution.

Grading: GRD
Prerequisite(s): BUS 305W, BUS 360, and junior-level standing.