Home Industry News Releases Sonoma State Launches New Certificate Program February 25-28

Sonoma State Launches New Certificate Program February 25-28


“Creating a Competitive Wine Brand”
Branding Leader Barbara Talbott to Co-Instruct

Sonoma State UniversityRohnert Park, CA – Sonoma State University’s Wine Business Institute offers a new certificate, Creating a Competitive Wine Brand, February 25th – 28th. Barbara Talbott, Founder and CEO, GlenLarkin Advisors, LLC and former Executive Vice President Marketing, Four Seasons Hotels and Resorts, brings her branding talent and expertise to the certificate program in a cooperative effort with School of Business and Economics professor, Kyuho Lee, Ph.D.  During the program Talbott will present an overview of brand management principles and best practices. She has helped hone the program’s curriculum to highlight key elements of strategic brand management.

In addition to Talbott’s contribution to the program, other branding specialists including Carol Reber, Senior Vice President Chief Marketing and Business Development Officer for Duckhorn Wine Company, Jacques Rossouw, Creative Director & Managing Partner at VoiceBox Creative in San Francisco and Chris Vyenielo, CEO and Founder of Area Code Wine Co. and former Brand Director of the Luxury Brand Group for Brown-Forman, will present on topics including wine labeling, branding, retailing and distribution.

Professor Lee explains, “The program will be a blend of both theory and practice in the field of brand management”, adding, “The curriculum presented by Barbara and myself will provide the foundational theory and the presentations from industry specialists Carol Reber, Jacques Rossouw and Chris Vyenielo will provide practical insights as to how these theories are applied in today’s global wine Industry”.

The wine branding program is the first of its kind and is targeted specifically to the wine industry with a focus on how successful wine brands are created and managed in the global market. The four-day, intensive certificate program is for any wine industry professional who needs to differentiate their product and deepen their understanding of brand.

Talbott is a recognized leader in global branding who has consulted on service culture and brand management in a wide variety of industries. Focusing on understanding consumer needs in the global economy she has developed strategies to help companies profitably meet those needs through differentiation, innovation and effective marketing. In 2007, she received the lifetime achievement award from the Hospitality Sales and Marketing Association and is also the author of The Power of Personal Service.

Kyuho Lee, Ph.D. is an assistant professor of marketing at Sonoma State University. 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. His forthcoming book, Strategic Winery Tourism and Management, will be published September 2015.

For more information or to register for the program contact Erin Ringstad, [email protected], or (707) 664-3235.


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. 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, a fully accredited AACSB institution. Learn more at sonoma.edu/winebiz.

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