Direct Wine and Food Marketing

Postgraduate | 2026

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Area/Catalogue
MARK 5008
Course ID icon
Course ID
201792
Level of study
Level of study
Postgraduate
Unit value icon
Unit value
6
Course level icon
Course level
1
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Inbound study abroad and exchange
Inbound study abroad and exchange
The fee you pay will depend on the number and type of courses you study.
Yes
University-wide elective icon
University-wide elective course
Yes
Single course enrollment
Single course enrolment
Yes
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Note:
Course data is interim and subject to change

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 virtual 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 cellar door and customer club.

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

Prerequisite(s)

N/A

Corequisite(s)

N/A

Antirequisite(s)

N/A