Texas Wine Marketing Research Institute

Study Wine Marketing at Texas Tech

If you are interested in studying different aspects of wine business, Texas Tech University offers several opportunities to enhance your knowledge about wine and prepare you for a career in the wine industry.

Although Texas Tech does not offer a complete “wine degree” you can study wine in the Hospitality program. The following wine related courses are offered for Hospitality majors:

• Undergraduate:
  • RHIM 4311 Wines of the World
    • 3 Semester Credit Hours
    • Prerequisite: Students must be 21 years old, RHIM majors, minors and concentrations only.
    • Introduction to wines of the world through learning materials and sensory evaluation of regional wines. The content and the exam for Wine and Spirits Educational Trust (WSET) Level 1 Award in Wine is a required component of this course. 
  • RHIM 4340 Wine Marketing
    • 3 Semester Credit Hours
    • Prerequisite: 21 years of age or older and RHIM major or minor, or departmental approval.
    • Analyzes the concepts of marketing as related to the wine industry. Students will develop a marketing plan for a winery.
  • RHIM 4350 Wine Tourism
    • 3 Semester Credit Hours
    • Prerequisite: 21 years of age or older, RHIM major or minor, or departmental approval.
    • Examines the business of wine with specific focus on wine tourism. Addresses global tourism and local economic impact of the wine industry.