Workshop: Direct to Consumer Marketing & eCommerce for the Wine Industry

January 15, 2019 8:00 AM

This workshop is an advanced level course for the Online Certificate in Wine Business Management. Enrollment in this course requires successful completion of the foundation course, Introduction to Wine Business. Participants seeking the certificate will need to choose and complete two of four advanced level courses:

  1. Direct to Consumer Marketing & eCommerce for the Wine Industry
  2. Wine Production and Operations from a Business Perspective
  3. Strategic Wine Marketing
  4. Wine Industry Financial Planning & Strategy

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.

January 15 - March 12, 2019 Prerequisite: Successful completion of the foundation and intermediate level courses.  

At the conclusion of this course, participants will be able to:

  • Explain how digital marketing and eCommerce play an integral role as part of a winery's overall omni-channel retailing strategy.
  • Make recommendations for the design and development of an eCommerce winery website and mobile platforms that utilize best practices from outside the wine industry.
  • Recommend strategies for building customer engagement, retention, and loyalty for existing customers and prospects through eCommerce and digital marketing.
  • Develop a DTC digital marketing strategy and budget to integrate into a winery's overall marketing plan.
  • Effectively communication with customers through traditional and new digital channels including web, email, mobile and social media marketing.
  • Evaluate and optimize the consumer's mobile experience in all aspects of eCommerce and the DTC channel.

Contact SBE
Contact SSU
Sonoma State University School of Business and Economics. Reach.
1801 East Cotati Avenue, Rohnert Park, CA, 94928 • 707-664-2377 34892