University microcredential in wine marketing: coherence, strategy, brand and market

Basic Information

Programme

TOPIC 1 - Fundamentals of wine marketing, branding and segmentation. 

• Fundamentals of wine marketing and market analysis. 
• Branding. Building a brand identity: DNA. 
• Identify the target market: segmentations. Building the buyer persona. 

TOPIC 2 - Strategic design of the wine marketing plan. 

• Setting marketing strategy objectives. 
• Marketing Mix. The 5Ps adapted to wine. 

TOPIC 3 - Operational execution of the marketing plan and digital tools. 

• Differences between OUTBOUND vs INBOUND marketing. 
• Digital marketing for the wine industry. 
• Clear digital objectives (SMART). 
• Effective websites: design, content, and conversion.   
• Social networks.   
• Introduction to the marketing funnel (conversion funnel).  

TOPIC 4 - Evaluation of results and use of analysis tools in marketing. 

• How to measure the success of digital actions. 

or essential KPIs: web traffic, engagement, sales, conversion. 

• Practical tools: 

o Basic Ads campaigns (Meta, Google). 

or Google Analytics (website visits, behavior). 

or Mailchimp (email marketing and basic automation). 

or Meta Business Suite (campaign analysis). 

• Simple CRM for wine sales. 
• Continuous optimization plan: test, measure, correct. 
• E-commerce and direct-to-consumer (DTC) sales. 

TOPIC 5 - Practical application: developing a complete marketing plan 

• Comprehensive development of a marketing strategy for a real or fictional wine: 

1. Brand building (DNA + storytelling). 

2. Definition of the target market and Buyer Persona. 

3. Establishment of strategic objectives. 

4. Creation of the Marketing Mix adapted to wine. 

5. Design of the digital and communication strategy. 

6. Definition of KPIs for measuring success.

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, Enology, Marketing, Advertising, 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, Enology, Marketing, Advertising.     

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

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 date: May 2026.

Schedule > 2 afternoon sessions

Reservation of place and enrollment

Pre-registration and registration period until April 28, 2026

Title price: 89,00€

Possibility of scholarship (if applicable): yes

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