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INFORMATION, PRE-REGISTRATION AND REGISTRATION
- Continuing Education
- Phone: 91 665 50 60
- Contact Academic Address: Dr. María García de Blanes Sebastián
Student attention: Student Help Box Suggestions, complaints and congratulations mailbox
Basic Information
Presentation
Specific qualification in which the participant expands his knowledge in business marketing, aimed especially at the wine sector.
The microcredential develops a program necessary to acquire sales skills and control of the channels and strategies specific to the gastronomic business, providing the professional with tools that allow him to reach an optimal level of commercial skills and business results.
As a University Microcredential, the degree has validity and recognition within the European Union.
Objectives
- Understanding the basics of the wine business.
- Master the existing business alternatives.
- Create marketing strategies focused on achieving results.
- Understanding product creation and sales mechanisms.
- Design professional sales pitches.
- Learn about national and international sales tools.
Learning outcomes: knowledge or content (CO), competencies (C) and abilities or skills (H)
According to ESCO's classification for Microcredentials:
C1: IMPLEMENT SALES STRATEGIES
http://data.europa.eu/esco/skill/b99aa3b8-0066-46b2-a027-30afae444ad8
C2: PROMOTE PRODUCTS, SERVICES OR PROGRAMS
http://data.europa.eu/esco/skill/efb60300-0d55-4b2c-8038-8409587a4727
H1: SELECT THE OPTIMAL DISTRIBUTION CHANNEL
http://data.europa.eu/esco/skill/978657cb-f84f-4ddd-a1c0-36bf7b3b8682
H2: CALCULATE PRODUCTION COSTS
http://data.europa.eu/esco/skill/6f8f86f8-0ef9-4dd6-8e29-7d790e65706b
CO1: SALES TECHNIQUES
http://data.europa.eu/esco/skill/0c0488b3-fca5-4deb-865b-8dc605c3d909
Programme
TOPIC 1 – Economic foundations of the wine market and sector structure
- Factors that affect the price of a bottle of wine: Production costs. Supply and demand.
- The wine industry: Is there a free market? Regulations, taxes, social factors.
- Types of businesses in the wine industry: cooperatives, private wineries, large groups, negotiators, distributors, brokers.
TOPIC 2 – Analysis and management of wine distribution channels
- Traditional channel: retail / Off-Trade.
- Horeca Channel: Restaurants, bars, hotels (On-Trade).
- E-commerce channel and direct sales (DTC).
- Exporting: how wine moves around the world.
- Wine tourism channel: direct sales at the winery.
- Corporate channel and corporate gifts: selling experiences.
- Alternative channel: wine clubs, subscriptions.
- Large buyers: sales to public bodies, large chains.
TOPIC 3 – Professional sales techniques and internationalization strategies
- The professional buyer: who they are and what they are looking for.
- Our weapons for selling and selling well.
- Common mistakes to avoid.
- Types of entry into international markets: agents, distributors, importers.
- Analysis of international markets.
- Emerging markets: opportunities and challenges.
TOPIC 4 – Key principles of strategic marketing in wine
- Know your product and define your unique value proposition (UVP).
- Precisely segment your target market.
- Storytelling is everything: don't sell wine, sell stories.
- Optimize your portfolio: how to build coherent and profitable ranges.
- Pricing and promotional strategies.
- Digital marketing and e-commerce: from optional to vital.
- Wine tourism as a generator of clients and sales.
- The power of data analysis and constant feedback.
- Training and alignment of the sales team.
TOPIC 5 - Applied business simulation: presentations, trade fairs and closing sales
- How to prepare for participation in a wine fair:
Pre-fair: contacts, agenda, materials.
During the fair: how to present without boring.
Post-fair: how to close and follow up effectively.
- The perfect elevator pitch: how to sell your wine in 90 seconds or less?
Recipients
access requirements
Applicants for admission to the title will meet at least one of the following profiles:
Entrepreneurs and future owners of food businesses who want to develop their projects successfully and are looking for training tailored to their needs. Training that provides them with the necessary knowledge to run their business with the security and quality they aim for.
Professionals in the food sector with training and experience, who want to update their training or specialize in a specific area of knowledge
GASTRONOMIC SECTOR PROFESSIONALS without prior training, who want to support their work experience with qualifications or update their knowledge to improve their professional profile.
PROFESSIONALS FROM OTHER SECTORS who want to update their skills and apply their profile to the gastronomic sector.
DIRECTORS, MANAGERS, ADMINISTRATORS of gastronomic businesses who need to update their skills.
STUDENTS AND RECENT GRADUATES, both in Vocational Training, as well as in Degrees and Postgraduate studies, in Gastronomy, Tourism, Oenology, Business Administration, International Trade or any branch of study, who want to develop their profession in gastronomy and who, for this purpose, want to continue their studies or complement them with specific training.
The ability to work independently and safely in a kitchen will be a requirement for admission. In case of doubt, a report from the URJC disability unit regarding possible adaptations may be requested.
No university degree is necessary.
Selection criteria
In the event that the number of applications exceeds the number of places offered, a selection will be made based on the following criteria:
- 40% CV. Experience in hospitality, in wineries or restaurant rooms and in the food sector.
- 40% FP in hospitality or equivalent accreditation.
- 20% University degree related to gastronomy, tourism, oenology, business administration, international trade.
No university degree is necessary.
Number of Places: 24 (minimum 15)
Academic Management and Faculty
Academic direction
Dr. María García de Blanes Sebastián.
URJC teacher and researcher.
Doctor of Social and Legal Sciences (Development of Technological Acceptance Models).
Master's Degree in Digital Marketing.
Master's Degree in Marketing Management and Commercial Management.
Bachelor's degree in Hispanic Philology.
Faculty:
Dr. María García de Blanes Sebastián.
URJC teacher and researcher.
Doctor of Social and Legal Sciences (Development of Technological Acceptance Models).
Master's Degree in Digital Marketing.
Master's Degree in Marketing Management and Commercial Management.
Bachelor's degree in Hispanic Philology.
Isabel Peces.
Bachelor of Laws – UCM.
MBA - Southern New HampShire University.
MS Project Management - Southern New HampShire University.
CIS University Professor “History and appreciation of wine”.
Founder of Winefluencer.es
Teaching experience.
Duration and development
Modality: In‑person
Number of credits: 1
Contact hours: 10
Place of delivery: Theoretical classroom and kitchen classroom URJC Aranjuez Campus. Governor Building.
Start and end dateMay 2026.
Schedule > 2 afternoon sessions
Reservation of place and enrollment
Pre-registration and registration period: until April 20, 2026
Title price: 89,00€
Possibility of scholarship (if applicable): No.
Pre-registration: €89. This amount is included in the total cost of the course and will be refunded if your application is rejected. If, after being accepted, a student's application is not formalized, the pre-registration deposit will not be refunded.
The start of the course is conditioned to the minimum number of students enrolled.
Syllabus, calendar, prices and teaching staff are subject to change.
Documentation to attach, forms and place of delivery
The applicant will present all the scanned documentation, in the formats allowed through the link https://www.urjc.es/estudiar-en-la-urjc/admision/276-formacion-continua#preinscripcion
The documentation that you will have to submit is the following:
Students with a degree obtained from a Spanish university or a Higher Education Institution belonging to another Member State of the European Higher Education Area that provides access to continuing education courses must submit the following documentation:
- National Identity Document or equivalent
- University degree of the studies that give access to the requested postgraduate degree.
- Curriculum vitae
- Responsible declaration of veracity of the data provided in digital format
- Any other document required by the Academic Department of Continuing Education for acceptance.
Students with foreign qualifications must submit the following documentation:
- Passport or Residence Card
- Foreign Higher Education Degree (Graduate, Bachelor's Degree, Architect, Engineer, Doctor...) that gives access to continuing education studies.
- Curriculum vitae
- Responsible declaration of veracity of the data provided in digital format
- Any other document required by the Academic Department of Continuing Education for acceptance
Microcredentials, intended for students with or without a previous official university degree.
These courses allow for the certification of learning results linked to short-term training activities. Their duration must, in any case, be less than 15 ECTS credits. Successful completion of these courses through the corresponding assessment tests will entitle the student, where appropriate, to obtain a Certificate with the name of the respective course and will be included in the centralised Register of this type of qualification. In the event that they do not include assessment tests, a certificate of attendance will be obtained.