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School of Business and Economics at Sonoma State University

Wine Sales Management

Mar 24—May 19, 2020
USD 1100

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This 8-week online course provides sales and management training for suppliers and distributors in the wine and alcohol beverage industry. Through exploration of route-to-market strategies for alcoholic beverages, students gain client-facing sales and territory management skills. Building on this knowledge, students complete weekly series of pre-recorded micro-lectures and submit activities or quizzes with video coaching and feedback from the instructor.

Learning Objectives

Upon successful completion of the course students will be able to:

  • Understand client/buyer decision profiles.
  • Identify business opportunities in all sales channels.
  • Understand buyer/client marketing and merchandising concepts.
  • Tailor product sales concepts for clients/buyers.
  • Employ networking strategies to close more sales to buyer/clients.
  • Compose and communicate various cost calculations.
  • Identify logistical inefficiencies and develop improved solutions.
  • Demonstrate effective work project management strategies.


ACADEMIC INTERESTS: Developing knowledge and skills for winery and distributor sales divisions within the three-tier system. The industry does an excellent job of developing product knowledge. My focus is on using the product knowledge, analytics, motivational profiles to increase sales results....

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