Wine Marketing
Build a global wine brand
Course Overview
Learn how to cultivate a global brand identity and capture the attention of your audience
Cultivate a global brand identity and capture the attention of your audience.
This course introduces young industry professionals and those entering the wine industry to a wide range of marketing skills, especially in the African and South African context. Learn how to unlock the value of your product in international markets, improving the global perception of your brand. Explore real-world examples and case studies, and learn how to craft successful and exciting wine marketing campaigns that establish your products and brand in the heart of your audience.
What you will walk away with
- A fluent understanding of the intricate language of marketing.
- The capability to make sound and critical decisions regarding product pricing, target audiences, and brand positioning.
- Business acumen with advanced practical skills spanning from business planning to strategic marketing and sales.
- Skills in crafting authentic brand experiences and cultivating communities that attract your target audience.
- Deep insight into marketing strategies that achieve a harmonious balance between social and economic purposes.
- The ability to formulate a robust and effective marketing plan tailored specifically for the wine business.
- A network of professionals who share your passion
- The opportunity to engage with prominent figures in the global wine industry
Additional Course Information
MODULE BREAKDOWN
Curriculum Overview
Module 1
Introduction to Wine Marketing
- What is marketing and why is it important in the wine business
- Introduction to the language of marketing
- Introduction to value chains
- Strategic vs Tactical marketing decisions
- Skills Lab 1
Module 2
Tactical Wine Marketing
- Segmentation
- Targeting
- Positioning
- Marketing mix
- Skills Lab 2
Module 3
Value Chain Management and Wine Business Models
- Business model innovation
- Value chain management
- Demand modelling
- Marketing metrics
- Skills Lab 3
Module 4
Strategic Wine Marketing
- Storytelling, brand community, and experiential marketing
- Essential elements of strategic marketing
- Special focus on emerging markets marketing strategies, societal relevance and social marketing
- Special focus on collective marketing strategies
- Putting it all together: A step by step guide to creating the ultimate wine marketing plan.
- Skills Lab 4
Minimum Requirements:
- NQF 4 (High school equivalent)
- English Proficiency
Who should apply:
This course is suitable for early to mid-career professionals in the global wine marketing field but is especially geared towards African and South African delegates. However, all professionals across the wine value chain will gain great value from this course as it provides deep insight into the business of promoting and selling wine. This includes winemakers, sommeliers, entrepreneurs, and hospitality professionals.
Learn with the best
Our Internationally acclaimed researchers and teachers are all dedicated and gifted individuals who contribute directly to UCT GSB's reputation of excellence.
Course Convenor
Jonathan Steyn is a former restauranteur, wine judge and wine columnist, He has an academic background in Business Administration and holds an international master’s degree in wine business.
Head: Executive Education
Jodie Martin is the Executive Education Head of Department where he leads and supports our world-class Executive Education delivery team.
Client Liaison Officer
Tarryn is a seasoned sales & marketing professional with over 8 years of experience in the higher education short course industry.FAQ
15% for 3 - 6 applicants (bulk discount applied from third applicant)
10% for 7+ applicants (bulk discount applied to all applicants)
10% for alumni of UCT GSB academic and Executive Education course
The UCT GSB's Breakwater Campus is situated in the heart of Cape Town's most popular tourist attraction, the Victoria and Alfred Waterfront. Centrally located and easily accessed, the UCT GSB is just 1.5km away from the central business district and 20 minutes from Cape Town International Airport.
As an added benefit to studying at the UCT GSB, you'll be situated in one of the most beautiful cities in the world.
Certificate of attendance
Flights & accommodation costs are not included.
The course is a non-credit-bearing course delivered at the equivalent of an NQF 8 postgraduate level of study.
The course is accredited through UCT, which is a registered public higher education institution with the Council on Higher Education (CHE). Each programme is accredited through an internal UCT quality assurance process, as delegated by the CHE, ensuring the excellent quality of our offering.
In short, this course does not refer to NQF levels.
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