Course overview
This course provides students with a basic understanding of the specific attributes of direct-to-consumer marketing objectives and strategies. This includes a focus on how to develop and implement effective direct wine and food marketing campaigns, how to communicate on social media, and how to develop a functional and engaging website, e-commerce platform, and wine and food events. Emphasis is also placed on understanding how consumers behave when purchasing products online and/or directly from a wine or food business. Lastly, the course explains how to successfully set up and manage a wine cellar door and subscription-based club.
- Direct Marketing and Consumer Engagement
- Direct-to-Consumer Marketing and Sales
- Food and Wine Direct Marketing Strategies
Course learning outcomes
- Elucidate and explain the unique attributes and challenges of direct-to-consumer marketing
- Evaluate online wine and food consumer experiences
- Analyse a multichannel retailing strategy in a cellar-door/producer context
- Develop a direct marketing and direct retail management strategy
- Communicate, clarify, and present to peer audiences in a professional setting
Degree list
The following degrees include this course