Brand recognition in today's highly competitive craft beer industry is becoming increasingly more important, and so is the need to differentiate yourself from your competitors. Gone are the days that a brewery can depend solely on the quality of its beer to remain relevant among its customer base. According to Danelle Kosmal of the market research firm Nielsen, "now is the time for brewers to ramp up marketing efforts to build and track brand awareness and to lean into the business side of owning a brewery.” This course is designed to do just that. Learn the basic concepts of business marketing and how to apply those concepts to your brewery or beer-related business. Topics include building a brand identity, finding your target audience, creating visual appeal and utilizing social media. The course will combine lecture and group discussions with hands-on exercises.
This is a beginner-level business marketing class intended for professionals or soon-to-be professionals who have or will have input into the sales or design of a product.