BREW130

Craft Beer Business Fundamentals

The craft beer business is a very competitive one, with many entrants vying for the consumer’s palate and dollar. While the romance and appeal of the business might lie in the design of brews and the craft of brewing, what distinguishes the successful craft brewery from the also-rans is more likely to be found in healthy management, with particular attention to the management of operations, sound marketing, and the formulation and implementation of a rigorous strategy. In this course, you will learn the basics of operations management, the fundamentals of consumer behaviour and marketing, and how to formulate and implement corporate strategy.

The course starts with a brief overview of the basics of operations management, proceeds to outline the fundamentals of consumer behaviour with particular reference to beverages as well as the principles of marketing, and concludes with an overview of strategy formulation and implementation.

Note: Students must be at least 19 years of age to participate in this course and/or the Craft Beer and Brewing Essentials program.

This course is available at the following time(s) and location(s):

This course is available at the following time(s) and location(s):

Campus Session(s) Instructor(s) Cost Seats available  
Surrey 10 Adam Chatburn $875.00 30 Register
Vancouver 10 Adam Chatburn $875.00 35 -

What will I learn?

At the end of this course, you should be able to do the following:

  • Explain the importance of effective operations management in a craft brewing environment
  • Articulate the fundamentals of consumer behaviour with particular reference to the beverage industry
  • Articulate a good understanding of the principles of marketing, including market segmentation, target marketing, positioning and the marketing mix
  • Formulate a basic corporate strategy for a craft brewing concern 
  • Incorporate an understanding of the challenges that you will face in its implementation

How will I learn?

Classes may consist of a combination of lectures, case studies, projects, papers, assignments and group presentations. You can expect reading and other assignments on a weekly basis.

How will I be evaluated?

Your grade will be based in part on individual participation, class discussion and assignments. You’re expected to attend all hours of classes, engage in discussions and review all handouts. You must also complete a final written assignment one week after the course is concluded.

Textbooks and learning materials

There is no required textbook for this course. We will provide custom course materials.