About the Program
Producing quality wine does not happen by accident, nor does operating a successful winery. Our newest wine-related courses teach winery entrepreneurs and associates the business aspect of operating and managing a winery through intent.
Each of our four non-credit Winery Business Development courses have a commercial winery focus; they stress the importance of continuous attention to planning, operational and managerial detail, customer service and the retention of existing customers and creative outreach to potential customers. The courses break down the components of both a business and a marketing plan, discuss finances, and highlight the strategic importance of digital marketing. These combined elements culminate in a well-thought-out entrepreneurial approach.
Each 21-hour, seven-week course is offered in a hybrid format with online learning segments and required weekly face-to-face Zoom discussions. This approach allows students the opportunity to study when convenient while enjoying live exposure online during face-to-face sessions that allow for meaningful dialogue, idea sharing, discussions on key winery business concepts and establishing a winery business network.
Students should expect homework assignments commensurate with the course content. Classes conclude with a final exam week and a final pass/fail grade.
Meet the Instructor
Marty Cook has long and broad experience in business startup and business turn-around. Creative marketing, financial know-how, and efficient management are trademarks of his business style. Marty possesses degrees in Business Management and Enology & Viticulture. His professional wine expertise is a result of working for and with local wineries, engagement with local wine associations, and working with PA Fine Wine & Good Spirits. His industry enthusiasm is driven by a desire to help winery businesses realize profitable and sustained growth and success.
Tuition Cost
Course Fee: The cost of each course is $650.
Discounts: A 10% discount will be extended to students who hold the non-credit Winemaking Certificate. Call 610-396-6230 for a discount code prior to registration.
Course Offering
Developing and Adapting a Business Plan for a Winery (AG 5045)
In this course students will gain an appreciation for the systematic and extensive planning that an entrepreneur must consider when planning the opening of a winery. Students will learn the value of having a business plan or blueprint for success that is insightful, detailed, and flexible.
Specific topics that will be covered in this seven-week course include the elements of a business plan, a winery marketing plan including digital marketing, winery administration, winery financials, budget analysis, and winery financing. Students can expect to work on a business plan throughout the course progression.
Dates: August 29 - October 14, 2022
Delivery: Asynchronous with weekly Zoom discussions
Zoom: Thursday evenings, 7:00-8:00 pm
Cost: $650
Marketing for Boutique and Small Wineries (AG 5046)
Marketing is a complex component to any business; in this course, students will learn the benefits of developing an all-inclusive marketing plan. Students will learn how to conduct a market analysis, develop marketing strategies, sales strategies, and implement a customer service program.
Required Textbooks
- Wine Marketing & Sales: Success Strategies for a Saturated Market. 3rd Edition (2019) by Paul Wagner, Janeen Olsen, and Liz Thach. ISBN #9781935879985 (paperback)
- The New Rules of Marketing & PR. 7th Edition (2020) by David Meerman Scott. ISBN #9781119651543 (paperback)
Dates: October 24 - December 9, 2022 (no class 11/24)
Delivery: Asynchronous with weekly Zoom discussions
Zoom: Thursday evenings, 7:00-8:00 pm (Thanksgiving week's Zoom will be held on 11/20)
Cost: $650
Tasting Room Management (AG 5047)
No detail is too small when showcasing your winery and the wines it has to offer. This course emphasizes customer service, consumer engagement, creating sales opportunities and the adoption of best business practices. Technology plays an important role in communicating with customers through the use of various social media platform.
Dates: Coming Soon!
Promotion through Social Media (AG 5048)
Dates: Coming Soon!
