The Certificate in Wine Entrepreneurship is an 8-week lecture-workshop course offered every other Spring semester and designed to give principals of small wine businesses and those aspiring to start a business in the wine industry the time and guided focus to develop a successful business plan. Over 8 weeks participants will be exposed to key aspects of the wine business including the regulatory climate for making and selling wine, financial frameworks to develop a vineyard and winery or create a virtual brand and different models for profitability.
Reflecting on their ground-level concept for their business students will work to further define and polish their business mission and vision. Through the examination of strategic business management theories and practices students will explore the current industry environment, their own strengths and weaknesses and the possible threats and opportunities within the industry as they lay down the foundation of their business plan.
Students will hear from industry leaders and veterans who will describe their experiences and lessons learned. By the end of the course, every participant will have the tools and frameworks to critically evaluate the competitive landscape and make decisions on a course of action.
Deliverable: A written business path and its presentation developed and honed over 8 weeks.
2017 Guest Speakers
- Dan Aguilar, Vice President, North Bay Commercial Banking Region Manager at Mechanics Bank
- Jeanette Tan, Owner, QB Winery Solutions
- Ron Scharman, Chief Executive Officer, Astra Digital Marketing Services
- Jay Behmke, Partner, Behmke Law and Managing Director at Yao Family Wines
- More Speakers TBA
Instructor: Anisya Fritz, Ph.D.
Dates: February 21 - April 11, 2019
Meetings: Thursday evenings, 6 p.m. - 9 p.m. | Wine Spectator Learning Center
Course Fee: $1200
Course Texts (Optional but recommended if you are new to strategic planning or the wine industry)
- Essentials of Strategic Management (Fifth Edition)
David Hunger and Thomas Wheelan (2011).
- The Complete Idiots Guide to Starting and Running a Winery
Thomas Pellechia (2008).
Please contact email@example.com for more information.
About the Instructor
Dr. Anisya Fritz
Anisya Thomas Fritz, Ph.D., is a Proprietor of Lynmar Estate, a family-owned producer of ultra-premium Pinot Noir and Chardonnay, where she serves as the Director of Marketing and Consumer Sales. She is also co-founder of the Fritz Institute, a not-for-profit organization that works on improving the system of humanitarian aid and disaster relief around the world, and LynnCo Supply Chain Solutions, a logistics provider, where she is the CEO and Chairman of the Board.
The author of numerous articles on competitive strategy, international entrepreneurship, and humanitarian relief, Dr. Fritz has published in leading journals such as the Harvard Business Review, Strategic Management Journal, and the Journal of International Business Studies.
Previously, Dr. Fritz was an associate professor at Florida International University in Miami and a Visiting Professor at the Stockholm School of Economics in Stockholm, Sweden. She received her B.A. at Loyola College in Maryland and her M.S. and Ph.D. at Virginia Tech in Blacksburg, Virginia.
Registration is done in partnership with the School of Extended and International Education.