Who should attend

This programme is aimed at any person working in the wine industry or a support industry that needs to be equipped with the tools required to play dynamic roles in the fields of management and marketing.

Admission requirements

It is assumed that participants comply with the following requirements: English language competence at NQF level 4. Sufficient ability to read and comprehend learning material, write assignments and follow/participate in discussions on management issues.

Faculty profile

• Dr. Kosie de Villiers
• Mr. Godfrey Parkin
• Mr. Steyn Heckroodt

Contact person (Enquiries)

How you will benefit

• acquired business management know-how
• an understanding of contemporary integrated management for use in their own organisation’s business plan
• a full understanding of key marketing challenges
• drawn up a marketing and tourism plan for a producing winery or related business, incorporating all the facets of a sound and comprehensive marketing approach
• become able/learnt how to discover and grasp business opportunities in the increasingly competitive wine industry
• an understanding of the essentials of establishing and operating a successful wine tourism business
• an understanding of the elements of e-marketing and how best to apply them
• learnt how to put together strategies and tactics for exploiting online media
• acquired skills and competencies that enable them to use the essential tools of low-cost high-impact online marketing.

Certification

On successful completion of the programme, participants will receive a certificate from the University of Stellenbosch.

Content overview

The duration of the programme is one week. Participants need to complete a work-related assignment. To obtain a certificate from the University of Stellenbosch participants must successfully complete and pass all the modules.

WINE BUSINESS MANAGEMENT (1.5 days)

• Understanding common business characteristics
• Understanding the concepts of contextual and transactional environmental factors of influence and describe the effect of changing environmental impacts
• Identifying the four “pillars” of management: planning, organising, leading and control
• Outlining the steps in the strategic planning processes
• Achieving profitable performance in a competitive environment – executing for results

APPLYING EFFECTIVE MARKETING STRATEGIES (1.5 days)

• Marketing analysis – capturing market opportunities
• Creating sustainable competitive advantages
• Developing, executing and measuring marketing strategies
• Building and managing brands
• Applying new product development practices
• Achieving customer satisfaction – measuring the ultimate goal
• Understanding the international wine scenario

WINE TOURISM (1 day)

• Understanding the importance of wine tourism in South Africa
• Understanding the South African wine tourism strategy
• Understanding the business you are in
• Knowing your customer – where are they from and what do they want?
• Running an effective tourism business
• Working in partnership with food and tourism
• Developing a wine tourism plan to improve revenues and add value to your brand

USING SOCIAL MEDIA FOR WINE MARKETING (1 day)

• How to use key social media
• Exploiting Digg, StumbleUpon and other social sharing sites
• How to market with YouTube, Facebook, Twitter, Blogging and Podcasting

NQF complexity level

This programme is presented on the complexity level of an NQF 6.

Date and Venue

1 programme

• 10 - 14 September 2012

Class times: 08:15-17:30

Fees

Cancellation Policy

It is of utmost importance that USB-ED be formally notified in writing of cancellation 14 days prior to the commencement date of the programme.

A cancellation fee of 10% will be payable for cancelling fewer than 14 days prior to the commencement of the programme.

Please note that programme fees, faculty and dates are subject to change.