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.