Program Overview

---

University Microcredential in Marketing and Distribution in the Wine Sector

Presentation

The University Microcredential in Marketing and Distribution in the Wine Sector is a program designed to expand participants' knowledge in business marketing, specifically aimed at the wine sector. This microcredential develops a necessary program to acquire sales skills and control of channels and strategies specific to the gastronomic business, providing professionals with tools to reach an optimal level of commercial skills and business results.

Objectives

• Understanding the basics of the wine business.
• Mastering existing business alternatives.
• Creating marketing strategies focused on achieving results.
• Understanding product creation and sales mechanisms.
• Designing professional sales pitches.
• Learning about national and international sales tools.

Learning Outcomes

According to ESCO's classification for Microcredentials:

• C1: Implement sales strategies.
• C2: Promote products, services, or programs.
• H1: Select the optimal distribution channel.
• H2: Calculate production costs.
• CO1: Sales techniques.

Programme

The program is structured into five topics:

1. Economic Foundations of the Wine Market and Sector Structure: Factors affecting wine prices, the wine industry, and types of businesses in the wine industry.
2. Analysis and Management of Wine Distribution Channels: Traditional, Horeca, e-commerce, exporting, wine tourism, corporate, and alternative channels.
3. Professional Sales Techniques and Internationalization Strategies: The professional buyer, sales techniques, common mistakes, types of entry into international markets, and analysis of international markets.
4. Key Principles of Strategic Marketing in Wine: Knowing the product, defining the unique value proposition, segmenting the target market, storytelling, optimizing the portfolio, pricing, and promotional strategies.
5. Applied Business Simulation: Presentations, Trade Fairs, and Closing Sales: Preparing for wine fairs, presenting without boring, and closing sales effectively.

Recipients

The program is designed for:

• Entrepreneurs and future owners of food businesses.
• Professionals in the food sector looking to update their training or specialize.
• Gastronomic sector professionals without prior training.
• Professionals from other sectors looking to apply their skills to the gastronomic sector.
• Directors, managers, and administrators of gastronomic businesses.
• Students and recent graduates in gastronomy, tourism, oenology, business administration, international trade, or related fields.

Access Requirements

Applicants must meet at least one of the specified profiles. No university degree is necessary, but the ability to work independently and safely in a kitchen is required.

Selection Criteria

In case of excess applications, selection is based on:

• 40% CV, considering experience in hospitality, wineries, or the food sector.
• 40% FP in hospitality or equivalent accreditation.
• 20% University degree related to gastronomy, tourism, oenology, business administration, international trade.

Academic Management and Faculty

• Academic Director: Dr. María García de Blanes Sebastián, URJC teacher and researcher.
• Faculty: Includes Dr. María García de Blanes Sebastián and Isabel Peces, among others.

Duration and Development

• Modality: In-person.
• Number of Credits: 1.
• Contact Hours: 10.
• Place of Delivery: URJC Aranjuez Campus.
• Start and End Date: May 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: No.
• Pre-registration: 89, refundable if the application is rejected.

Documentation to Attach, Forms, and Place of Delivery

Applicants must submit scanned documentation, including:

• National Identity Document or equivalent.
• University degree (if applicable).
• Curriculum Vitae.
• Responsible declaration of veracity of the data provided.
• Any other document required by the Academic Department of Continuing Education.

Microcredentials

These courses certify learning results linked to short-term training activities, with a duration of less than 15 ECTS credits. Successful completion may entitle students to obtain a Certificate or a certificate of attendance.