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Creating a Competitive Wine Brand, a New Certificate Offered at Sonoma State University


Sonoma State UniversityRohnert Park, CA – The Wine Business Institute at Sonoma State University is offering a new certificate course – “Creating a Competitive Wine Brand” on February 25th – 28th, 2015. The short, intensive certificate program is for any wine industry professional who needs to differentiate their product and deepen their understanding of brand.

With professional guest speakers from the industry and the opportunity to visit a local winery to write a case study, the certificate combines a solid theoretical foundation with practical insights to assist managers in their day-to-day and long-term brand decisions.

Despite 100,000 different brands existing in the wine industry, very few winery operators and executives can define the terminology of brand.  The course will cover many topics from identifying key brand elements to developing competitive global wine branding strategies.  Understanding the concept of branding and its application in the wine industry is critical to survive in the midst of this fiercely competitive global wine industry.

Kyuho Lee, Ph.D., an assistant professor of marketing at Sonoma State, will teach the course. Having recently completed the Executive Program in Branding at the Kellogg School of Business at Northwestern University, Lee was inspired to bring a balanced study of leading theory and practical application to North Bay wine industry professionals.

Specializing in the study of brand management, consumer behavior, hospitality, and tourism management, Lee brings a wide array of knowledge to his students. His experience includes teaching brand management for the professional and Executive MBA programs at Sonoma State, as well as having his works published in leading academic journals such as The Journal of Retailing and Cornell Hospitality Quarterly.

For more information or to register, click here (http://www.sonoma.edu/exed/wine-business-institute/branding/)

About Sonoma State University’s Wine Business Institute:

Sonoma State University’s Wine Business Institute is located in the heart of California wine country and was created through a public-private partnership between the University and the wine industry. As part of the School of Business and Economics, it offers a B.S. with a concentration in wine business strategies (since 1998), an MBA with an emphasis in wine business (since 2008), and an executive MBA in wine business (since 2012).  In addition, seminars and an online Certificate in Wine Business Management prepare students and industry professionals on topics such as accounting and finance, wine sales and marketing. Its faculty members are published experts, active researchers, and requested presenters on pressing industry topics locally and around the world. The Wine Business Institute operates within Sonoma State’s School of Business and Economics, which is accredited by AACSB (the Association to Advance Collegiate Schools of Business), making it one of 15% of all business schools in the world to meet these standards for excellence.  For more information visit www.sonoma.edu/sbe



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