Wine Marketing

A business focused degree program in Wine Marketing has been developed in response to the rapid growth of the wine sector locally, nationally, and internationally. New York State is now the third-largest wine producing state in the U.S., with more than 250 wineries statewide. The industry employs 18,000 workers and annually generates $3.4 billion for the state economy.

Highlights of the program include:

  • Hands-on experience through the College's Farm to Bistro concept. Wine Marketing students will get real-world experience pairing wines with meals at Coltivare, the College's downtown Ithaca restaurant and culinary center – supplied with fresh produce from the College's organic farm.
  • An introductory level study of the major wine regions of the world and wines produced in each region, including the local Finger Lakes. This will include tasting, production, and sales strategies.
  • International business aspects of the wine industry will also be discussed, including communication and customer service; marketing, merchandising, sales and pricing; techniques of the wine industry; laws governing the movement of wines at all levels from producer to consumer; handling, storing, and serving wine and beverage; and pairing wine and other beverages with food.
Wine Marketing Instructor

“Coltivare is where higher education, hospitality, and community converge to provide an enriching environment for learning, sharing, dining and celebrating. It is a wonderful resource that adds significant value to an already highly-enriched city.”

– Laura Winter Falk, Wine Marketing Instructor

Internship Opportunities

Students will gain on-the-job experience through a required internship to be completed during the summer between the first and the second year of the program. The internship experience requires students to work 150 hours during a 10-15 week period and utilize our distance learning format to communicate, answer weekly journal questions, and participate in discussion with the internship instructor.

Careers on Career Coach

The wine marketing program prepares graduates for careers in wine marketing, sales and promotion, tasting room management, wholesale, retail, e-commerce distribution, public relations, event management, and other hospitality positions. Graduates find meaningful employment as cellar hands, tour guides, marketing coordinators, salespeople, and administrative assistants all of which are needed for this rapidly expanding industry. 

Program Chair

faculty-suestafford

SUSAN STAFFORD

Professor, Hotel and Restaurant Management

Sue Stafford brings 30 years of experience in the hospitality industry to her position in the classroom as chair of the Hotel and Restaurant Management, Culinary Arts, and Wine Marketing Degree Programs. She was also instrumental in the development of the farm to bistro concept, which features an organic farm on campus that provides fresh produce to the College's downtown Ithaca restaurant and culinary center, Coltivare.

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Transfer Options

Although this curriculum is not primarily designed for transfer, some students may wish to explore immediate or future transfer opportunities to baccalaureate degree programs offered by institutions such as Cornell University College of Agriculture and Life Sciences, Niagara University, and University of California, Davis.

 

Degree Requirements

A.A.S.
Minimum Credits for Graduation: 62 credits

Fall Term 1

Minimum Total Semester Credits: 16
BUAD106, Foundations of Business, 3 cr.
Schedule: Sp, Su, Fa, Wi
ENGL100, Academic Writing I, 3 cr.
Schedule: Sp, Su, Fa, Wi
HRMG100, Introduction to the Hospitality Industry, 3 cr.
Schedule: Sp, Su, Fa, Wi
HRMG107, Safe Alcohol Handling, 1 cr.
Schedule: Sp, Su, Fa, Wi
WINE120, Survey of Wine and Alcoholic Beverages, 3 cr.
Schedule: Sp, Su, Fa, Wi
Use Schedule Search for electives

Spring Term 1

Minimum Total Semester Credits: 17
BUAD204, Principles of Marketing, 3 cr.
Schedule: Sp, Su, Fa, Wi
CAPS121, Introduction to Spreadsheets, 1 cr.
Schedule: Sp, Su, Fa, Wi
ENGL101, Academic Writing II, 3 cr.
Schedule: Sp, Su, Fa, Wi
PSED213, Job Search, 1 cr.
Schedule: Sp, Su, Fa, Wi
WINE130, Grape Growing and Wine Business, 3 cr.
Schedule: Sp, Su, Fa, Wi
Select a minimum of 3 credits from the courses listed below:
MATH 110 should be selected, unless the student plans to transfer to a four-year program. A mathematics course for transfer should be chosen in consultation with the student's advisor according to requirements of the intended transfer institution.
MATH1@
MATH2@
Use Schedule Search for electives
Select a minimum of 3 credits from the courses listed below:
BIOL 114, ENVS 116, or CHEM course is recommended. Students planning to transfer to a four-year program should choose a course in consultation with the student's advisor according to requirements at the intended tranfser institution.
ASTR@
BIOL@
CHEM@
CSCI160, Computer Science I, 3 cr.
CSCI165, Computer Science II, 3 cr.
CSCI205, Computer Science III-Data Structures, 3 cr.
ENVS101, Introduction to Environmental Science, 3 cr.
ENVS102, Technology and the Environment, 3 cr.
ENVS116, Soil Science, 3 cr.
ENVS141, Agroecology, 3 cr.
ENVS202, Integrated Pest Management, 3 cr.
GEOL@
METR@
PHSC@
Use Schedule Search for electives

Fall Term 2

Minimum Total Semester Credits: 15
ACCT101, Principles of Accounting I, 4 cr.
Schedule: Sp, Su, Fa, Wi
WINE200, Sensory Evaluation for Wine and Food Pairing, 3 cr.
Schedule: Sp, Su, Fa, Wi
Choose one from the courses listed below:
Minimum credits required: 3
ENGL201, Public Speaking Schedule: Sp, Su, Fa, Wi
ENGL204, Interpersonal Communication Schedule: Sp, Su, Fa, Wi
Select a minimum of 2 credits from the courses listed below:
A minimum grade of C is required in the Restricted Elective.
Choose from BUAD, COMM, CULI, ENVS, HRMG, or WINE.
BUAD@
COMM@
CULI@
ENVS@
HRMG@
WINE@
Use Schedule Search for electives
Select a minimum of 3 credits from the courses listed below:
Choose from an ANTH Study Abroad course, an ECON course, or SOCE 205.
ANTH260, Culture Survey for Study Abroad, 3 cr.
ANTH261, Study Abroad Culture Survey, 3 cr.
ECON@
SOCE205, Organizational Behavior, 3 cr.
Use Schedule Search for electives

Spring Term 2

Minimum Total Semester Credits: 15
HRMG201, Hospitality Law, 3 cr.
Schedule: Sp, Su, Fa, Wi
HRMG206, Food and Labor Cost Control, 3 cr.
Schedule: Sp, Su, Fa, Wi
WINE202, Beverage Studies, 3 cr.
Schedule: Sp, Su, Fa, Wi
WINE220, Wine Marketing and Merchandising, 3 cr.
Schedule: Sp, Su, Fa, Wi
Select a minimum of 3 credits from the courses listed below:
A minimum grade of C is required in the Restricted Applied Learning Elective.
Choose an ALEX course approved by the department chair, or BUAD 261, HRMG 213, HRMG 216, or WINE 213. If HRMG 216 is chosen the additional 3 credits may be used to fulfill the Restricted Elective.
ALEX@
BUAD261, Walt Disney World College Program, 3 cr.
HRMG213, Hospitality Internship, 3 cr.
HRMG216, Hospitality Internship, 6 cr.
WINE213, Wine Marketing Internship, 3 cr.
Use Schedule Search for electives


SUNY General Education & Tompkins Cortland Liberal Arts courses

Note: The @ symbol represents any course number or discipline. For example, BIOL @ means any course with a Biology course prefix. An @ alone means one course in any course discipline with any course number.

Degree Requirements

Certificate: Wine Marketing
Minimum Credits for Graduation: 25 credits
BUAD204, Principles of Marketing, 3 cr.
Schedule: Sp, Su, Fa, Wi
HRMG107, Safe Alcohol Handling (B- or better), 1 cr.
Schedule: Sp, Su, Fa, Wi
HRMG201, Hospitality Law (C or better), 3 cr.
Schedule: Sp, Su, Fa, Wi
WINE120, Survey of Wine and Alcoholic Beverages (C or better), 3 cr.
Schedule: Sp, Su, Fa, Wi
WINE130, Grape Growing and Wine Business (C or better), 3 cr.
Schedule: Sp, Su, Fa, Wi
WINE200, Sensory Evaluation for Wine and Food Pairing (C or better), 3 cr.
Schedule: Sp, Su, Fa, Wi
WINE202, Beverage Studies (C or better), 3 cr.
Schedule: Sp, Su, Fa, Wi
WINE213, Wine Marketing Internship (C or better), 3 cr.
Schedule: Sp, Su, Fa, Wi
WINE220, Wine Marketing and Merchandising (C or better), 3 cr.
Schedule: Sp, Su, Fa, Wi


SUNY General Education & Tompkins Cortland Liberal Arts courses

Note: The @ symbol represents any course number or discipline. For example, BIOL @ means any course with a Biology course prefix. An @ alone means one course in any course discipline with any course number.

Degree Requirements

Microcredential: Food and Beverage Service
Minimum Credits for Graduation: 7 credits

The Food and Beverage Service Credential at Tompkins Cortland requires completion of three courses.
Printable version of credential checklist

HRMG 107 Safe Alcohol Handling (1 credit)
HRMG 108 Food and Beverage Service Operations (3 credits)
WINE 110 Bartending and Mixology(3 credits)

SAFE ALCOHOL HANDLING

The principles of responsible alcohol transactions, which include understanding alcohol laws, evaluating intoxication levels, dealing with difficult situations, and checking identification, are covered. Students prepare for industry certification testing. If the final exam is passed with a 80% grade or better, certification is awarded by the National Restaurant Association. Additional fee required. Prerequisites: Prior completion or concurrent enrollment in MATH 090 and RDNG 116 if required by placement testing. Fall and spring semesters.

FOOD AND BEVERAGE SERVICE OPERATIONS

A guest’s dining experience can be defined by the service they receive. In this course, students will examine concepts and techniques in front-of-house dining operations. Service, management, technology, trends,  and communication will be presented. Students will engage in learning theory and in practice of hospitality service fundamentals through both lecture and lab experience. Spring Semester.

BARTENDING AND MIXOLOGY

This course will introduce students to the essentials of working within a bar and beverage service environment. Beginning with an introduction to the world of beverages, from the first distillates to modernist mixology, the history of spirits and their uses will be explored. Students will become familiar with base spirits, liqueurs, aromatized beverages, brews, wine pours, and other mixers. Through readings and hands-on, in-class, labs students will examine and practice the composition of classic cocktails as well as explore the new trends in culinary cocktails, beverage offerings, and pairings. Students will also apply learned principles using the proper standard complement of bar tools. The business of bar operations will be incorporated, including controls, costs, sales, safety, and hospitality. Some exposure to a point of sale system and its use will be introduced. Upon successful completion, students will have learned the basic skills necessary for an entry-level bartending position. Minimum age of 18. Course fee required. Fall, spring, and summer semesters.

Student Showcase