11/6/2017 -- PSU's Strategic Craft Beverage Marketing, Course Start

Fully-online PSU elective that can be used to complete the Business of Craft Brewing Certificate.

This non-credit course covers the concepts and techniques required for marketing craft beverages. Market analysis, targeting strategy, brand development, and pricing will all be explored as parts of an overall marketing strategy. We will also discuss digital marketing communications and distribution strategies, as well as planning for direct customer interactions - including tours, pubs, tastings and sales. By the end of this course you will have developed a marketing and sales strategy for your business plan plus practical knowledge of digital marketing tools to help you succeed.

What You Cover

The market for craft beverages including key market drivers
The key market segments and how they relate to product mix and branding decisions
Pricing strategy for wholesale and retail channels
Appropriate packaging and government approvals
Developing a marketing strategy including grassroots and social media campaigns