Improve your understanding or the complex wine supply and value chains through a combination of video lectures, project-based learning, selected reading and optional activities, students will be able to: > Understand the contribution of the individual components (grapes, production, cellaring, and packaging) to the potential cost and value of a wine product. >Describe the business issues associated with viticulture, production, marketing, distribution and points of sale. >Evaluate alternative approaches for the weighing the quality and financial options associated with viticulture, production, marketing, distribution and points of sale. >Calculate costs associated with the different components of a wine business: wine cost of goods, sales channel options, marketing and point of sale. >Expand the understanding of distribution and regulatory issues to include the international wine market. >Assess the internal environment of a wine product or business, identifying the strengths and weaknesses in a wine business by conducting a SWOT analysis. >Assess the external environment, identifying the opportunities and threats to a wine business by conducting a SWOT analysis. >Draft a plan for going to market with a new wine product or business based. >Plan for and consider understanding global supply and demand issues and effects, future wine markets and alternative channels of wine commerce.