This week I am in Portland, Oregon for the VESTA curriculum conference. For any of you that don’t know about VESTA (I can’t imagine there are many), it is the Viticulture, Enology Science & Technology Alliance. This is a national grape and wine education program that combines the flexibility of online instruction; instructor guided education from industry professionals; and crucial hands on experience under the guidance of an experienced mentor at a vineyard or winery close to where you live.
VESTA has classes on everything you would need or want to learn about viticulture, enology and the business of wine including marketing, finance, etc. The students are from all around the United States and the online format makes it simple to attend.
So what am I doing in Portland? In September I am lucky enough to start teaching a class for VESTA, VIN 271, Advanced Marketing. The class covers all in the different facets of marketing in the wine industry including:
- Understanding the importance of marketing
- Create a viable marketing plan
- The meaning of branding
- Keys for developing packaging
- How marketing and sales technology facilitates success
- And much, much more!
The live class meeting takes place once a week via a web-based conference system. Participation in the live class meetings is required. It is an opportunity for the instructor (that would be me) to go over weekly topic highlights and for students to interact with the instructor and fellow students through questions and discussions. Students are expected to be ready to ask questions and actively participate in the discussions. There are also course assignments including weekly readings (online lectures/presentations and print-based materials) that are posted on the online course site. And of course there are quizzes, two exams and participation during the live class.
It is going to be a great class and I have and will continue to compile lots of information keep the class interesting and relevant. It should be fun.
A tip of the glass from me to you
E column
by Elizabeth “E” Slater, In Short Direct Marketing
A recognized expert in the fields of direct marketing and sales in the wine marketplace. Slater has taught more wineries and winery associations how to create and improve the effectiveness of their direct marketing programs and to make the most of each customer’s potential than anyone in the wine industry today.
