Introduction to Business Management | CPD course

Alongside commercial skills, this module introduces the core principles of marketing and sales within the drinks industry. Students will explore key topics including the marketing mix, market segmentation, target audiences, consumer behaviour, pricing, and basic business planning.

The module emphasises ethical and socially responsible practice in alcohol sales and marketing. Practical, event-based learning helps bring these concepts to life, giving students the opportunity to apply decision-making skills in realistic sales and marketing contexts. 

This module will include:

• Essential business planning
• Essential financial concepts
• Marketing mix
• Market segmentation
• Consumer behaviour
• Target market identification
• Ethical practice in alcohol sales
• Corporate Social Responsibility (CSR)
• Regulatory considerations for alcohol sales 

Learning outcomes

On successful completion of this module a student will be able to: 

1. Discuss the influence and role of alcohol consumption on UK society 

2. Interrogate current views on responsible drinking, including government advice and corporate responsibilities 

3. Evaluate the most appropriate sales and marketing techniques required to effectively sell a specific wine style

4. Identify and evaluate the criteria for market segmentation, assessing how consumer behaviour impacts marketing activities

5. Present financial information related to ethical wine marketing and sales 

Entry Requirements

• GCSE Mathematics at grade 4 or above (grade C or above under the A*-G system)
• GCSE English at grade 4 or above (grade C or above under the A*-G system)

The following qualifications are recommended prior to applying:

• WSET Level 2 Award in Wines (Pass)
• Level 3 qualification such as A Level (two subjects)
• BTEC Extended Diploma (MPP)
• Access to HE in a related subject
• We also consider applicants with relevant industry experience if over 21 years of age.
• Students with English as an additional language will be required to have gained IELTS at 6.5 overall with 6.0 in Writing.

Applicants wishing to progress onto an undergraduate course would need to meet the minimum entry criteria for that specific course which typically includes a Level 3 qualification with UCAS Tariff points (56 points and above).