BB403 Strategic Craft Beverage Marketing
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.
- 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
Notes: This course is offered online. You will receive an a few days prior to the course start with login instructions.
Instructor: Lisa Peyton
Diving into digital marketing during its nascent stage, Lisa Peyton is among the leaders in the field particularly so in the Pacific Northwest. Based in Portland, she teaches in the Introduction to Digital Strategies for the Digital Marketing Strategies certificate program offered through PSU's Center for Executive and Professional Education. Lisa is an avid blogger and publisher, acting as Executive Editor for ThoroughlyModernMarketing.com, a non-profit publication she founded in 2009. She also regularly contributes content to Social Media Examiner and SocialFresh.com. Her hands-on experience includes implementing successful digital strategies for Toyota, Integra Telecom, Intel, Power Rangers, and Paul Frank. The quality and breadth of her work has been recognized with several SoMe social media awards.
Instructor: Nate Young
Nate Young has worn many hats in his 2 1/2 years as Sustainability Manager at Hopworks Urban Brewery. Significant achievements at Hopworks include revamping the brewery's sustainability-focused webpates, and development and promotion of the first and subsequent HUB sustainability reports. Prior to joining Hopworks, Nate played a marketing role for a number of organizations including Brightworks, a green building consultancy. Nate holds an MBA from Portland State University and a BS in Elementary Education from Northern Arizona University.
Applies towards the following certificate: