Texas Tech University

Texas Wine Marketing Research Institute

Wine & Spirit Education Trust (WSET)


Tim H. Dodd, Ph.D.

Director - Texas Wine Marketing Institute, Texas Tech University

tim dodd

Tim H. Dodd holds an MBA in Marketing and a Ph.D. in Consumer Economics from Texas Tech University. He teaches graduate courses in the Department of Hospitality and Retail Management at TTU. Dr. Dodd is Dean of the College of Human Sciences and formerly the Associate Dean for Administration, as well as a James C. and Kailee M. Young Regents Professor.



Natalia Velikova, Ph.D.

Associate Director - Texas Wine Marketing Institute, Texas Tech University

velikovaDr. Natalia Velikova holds a joint appointment between and the Texas Wine Marketing Research Institute where she serves as the Associate Director, and the Department of Hospitality & Retail Management at Texas Tech University, where she teaches courses in wine marketing and wine tourism. Dr. Velikova conducts research in the area of wine consumer behavior, wine marketing, and wine tourism. Dr. Velikova received several grants, including federal funding, to conduct research on various global wine markets development. She has served as a Visiting Professor at the University of Otago (New Zealand), Burgundy School of Wine & Spirits Business (France), and the Agricultural University of Georgia (Republic of Georgia). Dr. Velikova holds WSET Level 3 certification (with merit).


Sheri Pattillo

sheri pattilloSheri Pattillo lives in the Hill Country and enjoys teaching WSET courses for The Texas Wine School. In the recent past, she taught Wines of the World and Wine Tourism for Texas Tech and led Texas Wine Growers as its Executive Director. Sheri is the Co-Owner of French Connection Wines and also heads Sales and Marketing for Calais Winery.

In addition to her MBA, Sheri holds the WSET Level 4 Diploma and is a Certified Sommelier with the Court of Master Sommeliers. She is a Certified Specialist of Wine with the Society of Wine Educators, a Certified Educator for the WSET, and holds a Winemaking Certificate from Texas Tech University.