Texas Wine Marketing Research Institute
Course Overview and Structure
The Wine Business Certificate consists of a total of 6 courses. Classes are offered in 10-week blocks. Upon completion of each course, students are awarded 3 continuing education units (CEU).
Eighteen continuing education units (CEUs) must be completed for the Professional Certificate in Wine Business to be awarded. This program is offered on a course-by-course basis. Courses may also be taken on an individual basis without the intention of completing the full certificate program.
Spring 2022 Courses
Fall 2022 Courses
|The Fundamentals of Wine Business
The 'Fundamentals of Wine Business' course is designed for an advanced understanding of basic marketing principles as they apply to the wine industry. Topics include the current trends in the industry, branding strategies, digital marketing, the value of the story, tips for converting visitors to customers. Whether you are a current winery owner, a wine entrepreneur, a winemaker or viticulturist, a tasting room employee, a wine event manager, or a prospective winery owner/ employee, this course is designed to provide the knowledge and business acumen necessary to grow your career in the wine business.
The ‘Wine Sales' course will provide an advanced understanding of wine sales through various routes-to-market: direct-to-consumer, tasting room and 3-tier distribution. The course is designed to provide a solid foundation in sales knowledge for those working for a winery, a distributor or a retailer. Upon completion of the course, students will have greater knowledge for advancing a professional career in the wine business or wine sales.
|Wine Distribution Management
Students will dive into this dynamic course for a comprehensive look at key business aspects of wine distribution in the United States. The wine business is ever-changing and dynamic, and this course will cover the basics as well as current trends and challenges. The course is appropriate for winery principals who need to be familiar with the many facets to consider for distributing wine in one or more states. Winemakers or viticulturists wishing to build their knowledge of wine distribution and unique challenges can also benefit. The course will also suit novices looking to enter the wine business, or any wine professional looking to understand how wine flows from a winery to a restaurant or retail shelf.
|Financial Accounting for Wineries
Through lectures, facilitated discussions, and written assignments the student who successfully completes this course will gain a better understanding of:
Major Types of Business Entities and Making a Choice, Differences between Financial, Managerial/Cost, and Tax Accounting, Accrual vs. Cash Basis of Accounting, Investing vs. Borrowing Capital, Some Key Concepts of Financial Accounting Information (& Why They're Used), Keeping Strategic Business Units Separate for Wine Business Operations, Defining the Primary Financial Statements, Content of the Balance Sheet, Content of the Income Statement (including Types of Tax Expenses), Content of the Statement of Cash Flows, Relationships among the Financial Statements, Analyzing Financial Statement Information, Communicating with Bankers (or Other Investors)
|Tasting Room Operations
This course will explore all aspects of managing a winery tasting room. It will cover topics such as tasting room "look and feel," merchandising, customer service, customer relationships, sales opportunities, sensory evaluation, staff training and the importance of leadership. The focus will be on customer service, customer engagement, and sales opportunities.