VMW 169 Wine Club Management

Lecture Hours: 4
Credits: 4

Introduces concepts and topics related to the tactical, day-to-day issues of wine club management. Areas of focus are wine club operations, club strategy, direct to consumer (DTC) sales and marketing, member engagement, and club performance metrics.

Recommended: VMW 167

Differential Fee Yes
Student Learning Outcomes:

Define key elements of business planning for wine clubs.
Understand the day-to-day functions of wine club management.
Explain DTC terminology and compliance as it applies to a wine club.
Explain member engagement and best practices.
Understand wine club metrics and how to use to improve club performance.

Content Outline

Wine Club Management
- Wine club business planning
- Revenue and profit generation
- Establishing wine club tier system
- Internal and external relationships
Operational Wine Club Management
- Wine club systems
- Wine club and tasting room integration
- Fundamentals of wine club DTC sales and compliance
- On site club events
- Shipping and packaging
Member Engagement and Marketing
- Telling the story of your wine club
- Understanding customer relationship management technology
- Member offers, incentives, and club benefits
- Content, communication, and virtual event campaigns
Wine Club Metrics
- Metric dashboards
- Using data to drive improvements
- Reporting leading indicators