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Wine Studies: Wine Business and Marketing Major (AS) Agriculture & Natural Resources Total Units: 28.0

Term Effective: Summer 2011

The requirements for this program of study are effective beginning the semester shown above. If you began working on this program before the effective semester, you may not be affected by the changes. Consult with the program contact person or the department chair to determine your eligibility to complete the program under previous requirements.

Associate Degree Requirements:

The major is one of several requirements students need to fulfill in order to be awarded the Associate Degree, the highest level of academic achievement recognized by Santa Rosa Junior College. Please note that all of the following requirements must be met in order for the degree to be conferred:

For all students admitted for the Fall 2009 term or any term thereafter, a grade of "C" or better, or "P" if the course is taken on a pass/no pass basis, is required for each course applied toward the major.

Previous Versions:

Wine Studies: Wine Business and Marketing - effective Fall 2009
Wine Studies: Wine Business and Marketing - effective Spring 2007
Wine Studies: Wine Business and Marketing - effective Fall 2006
Wine Studies: Wine Business and Marketing - effective Fall 2005


The Wine Studies major, with four concentrations, Wine Evaluation and Service, Wine Business and Marketing, Wine and Vines, and Enology, is designed to prepare students for a variety of positions in the wine industry.

In Wine Business and Marketing, students learn many aspects of wine business sales and marketing to effectively market and promote wine, including solid agriculture business classes: computer applications, wine business management, sales and communications, marketing and wine sales and distribution.

This program prepares students to pursue a variety of possible wine industry jobs that range from sales representative, direct sales manager, and regional sales manager to wine advertising sales, fine wine sales representative, public relations and marketing coordinator, and wine merchandiser.

For students interested in the Wine Studies: Wine Business and Marketing Certificate of Achievement Program, please see SRJC's certificate website.

Please see the Agriculture and Natural Resources Department Web site for more information.

Program Student Learning Outcomes

Upon successful completion of this major, the student will be able to:

  1. Demonstrate knowledge of skills such as constructing a wine marketing plan, applying management and business principles to wine marketing; and
  2. describe wine distribution methods and wine markets, calculation of pricing in markets, and basic knowledge of global retail wine sales.

Recommended Sequence of Courses

Students interested in a suggested order for taking classes in this program, please view the recommended course sequence.

It is important that students who are completing an Associate Degree and desire to transfer to a four-year institution meet with a counselor to plan their lower division coursework. While many majors at SRJC are intended to align with lower division major preparation required by California public universities, specific lower-division major requirements vary among individual campuses. See a counselor, visit the Transfer Center, and check Guides For Transfer in Specific Majors, and ASSIST to review transfer preparation guides for specific schools and majors.

Program Requirements:

The requirements for the Wine Studies: Wine Business and Marketing program are:

  • Complete 28.0 units from
    • Wine Studies Core Requirements
    • Wine Business and Marketing Emphasis Requirements

Wine Studies Core Requirements - complete 13.0 units
WINE 70 Wine Component Tasting1.5
WINE 110 Professional Wine Judging1.5
Complete any combination totaling at least 3.0 units from the following:
AGBUS 2 Agricultural Computer Applications3.0
AGBUS 7 Agricultural Economics3.0
Complete a combination totaling at least 4.0 units from the following:
WINE 42.1 and WINE 42.2
Complete any combination totaling at least 3.0 units from the following:
WINE 1 World Viticulture and Wine Styles3.0
VIT 1 World Viticulture and Wine Styles3.0
Wine Business and Marketing Emphasis Requirements - complete 15.0 units
AGBUS 62 Agricultural Sales and Communication3.0
WINE 56 Introduction to Agriculture and Wine Business Management3.0
WINE 101 Wine Sales and Distribution1.5
WINE 102 Wines in the Global Marketplace - Retail Sales1.5
WINE 104 Agricultural and Wine Marketing Fundamentals3.0
Complete any combination totaling at least 3.0 units from the following:
AGRI 56 Agricultural Enterprise Project2.0-4.0
AGRI 99 Agriculture Occupational Work Experience0.5-8.0
AGRI 99I Agriculture Occupational Work Experience Internship0.5-8.0
CUL 256.6 Wine and Food Affinities1.0
WINE 103 Consumer Direct Wine Sales and Marketing1.5
WINE 105 Wine Public Relations1.5
WINE 108 Viticulture and Enology for Tasting Room Personnel1.0
WINE 111 Sonoma County Appellations1.5
WINE 113 Winemakers of Sonoma County1.5
WINE 114 Wines of California and Europe1.5
WINE 115 Wines of California and Australia/New Zealand1.5
WINE 116 Wines of Italy1.5
WINE 116.2 Wines of Northern Italy1.5
WINE 117 Wines of France1.5
WINE 118 Zinfandel--Grape to Glass1.5
WINE 119 Sideways: An Examination of Pinot Noir1.5
WINE 120 ABC's of Starting a Winery1.5
WINE 121 Wines of Spain1.5
WINE 122 Dessert Wines of the World1.5
WINE 124 Cabernet Sauvignon Around the World1.5
WINE 125 Napa Valley Appellations1.5
WINE 130 Wine Service and Hospitality1.5
WINE 131 Wine Industry Event Planning1.5
WINE 150 Artisan Winemaking Operations2.0
WINE 151 Wine Growing: From Certified Sustainable to Biodynamic1.5

Course Prerequisites and Advisories:

Courses in a program of study may have prerequisites or advisories; that is, courses that must or should be completed before taking that course. Please check for prerequisites or advisories by clicking on the course numbers in the Program Requirements section.

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