Direct Wine Marketing and Cellar Door Management

Postgraduate | 2026

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area/catalogue icon
Area/Catalogue
WINE 5009
Course ID icon
Course ID
208229
Level of study
Level of study
Postgraduate
Unit value icon
Unit value
6
Course level icon
Course level
5
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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.
No
University-wide elective icon
University-wide elective course
No
Single course enrollment
Single course enrolment
No
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Note:
Course data is interim and subject to change

Course overview

This course provides students with basic understanding of the specific attributes of direct selling objectives and strategies, this includes direct mail, viral approaches and smart phone applications. However, the emphasis is placed on providing knowledge and developing skills specific to the production and implementation of strong and effective web based strategies to build consumer attachment and brand loyalty. This will include brand website development, club and community development, live streaming of wine events and online wine sales via 'virtual cellar doors'.

Course learning outcomes

  • Elucidate the unique attributes and challenges of direct wine selling
  • Evaluate online wine consumer experiences
  • Analyse a multichannel retailing strategy in a cellar door context
  • Develop a direct wine marketing and cellar door 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