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Pioneer Expert Course in Wine Marketing, Wine Tourism and Gastronomy from the Basque Culinary Center, the Alava Chamber of Commerce and HAZI

15 March 2019

The course is organised by the Basque Culinary Center, the Alava Chamber of Commerce and HAZI and the University of California in Davis will take part in it, teaching and running the international wine marketing module. The course will take place in Laguardia.

The areas of knowledge that the course will to address are: wine tourism management, marketing-communication and sales in the winery, international marketing and gastronomy as a driver of wine sales. The methodology will be structured around class-based teaching, activities not requiring attendance, learning visits, presentations of real cases and an end-of-course project. 

The teaching structure will consist of a course coordinator and teaching staff from the Basque Culinary Center Faculty of Gastronomy and from the School of Continuing and Professional Education of the University of California in Davis, who will teach the module on international wine marketing (the teachers coming from the university to Rioja Alavesa in person), as well as a number of experts in the different subjects covered in the programme and professionals from the sector who will share success stories and good practices.

The programme offers the possibility of a one-week extension in California at the campus of the University of California in Davis and will also include specific training on the US wine market, visits to wineries and professionals in the area. 

If they meet the established scholarship requirements those who complete the course may receive a grant covering up to 50% of the tuition fees. 

The course is aimed primarily at professionals related to the world of wine and cider in the Basque Country (Rioja Alavesa and Txakolis of Álava, Bizkaia and Getaria and Euskal Sagardoa–Basque cider). The target audience includes: managers; marketing, sales and export managers; customer-contact personnel with hotels, restaurants and incoming agencies; and the younger generation. 

In short, the knowledge acquired through this course will allow those participating to improve their professional qualifications both in product marketing and customer attraction and loyalty. 

To achieve this, the participation of outstanding professionals in these fields has been arranged, professionals who will help with the positioning of the wines of the Basque Country around the world, promote aspects related to marketing and communication and encourage the creation of different experiences that complement the visit to the wineries with other aspects related to gastronomy.

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