Marketing is crucial to the health and survival of any organization. This six-week course involves a comprehensive study of the basic concepts, techniques, and tools for developing a marketing strategy for the business of craft beer. Topics include research, targeting, positioning, branding, traditional media versus social media, public relations, websites, blogging, and email campaigns. We'll also explore building your customer base on-premise, off-premise, and direct-to-consumer (DTC) through both traditional and unique forms of marketing. Students will create their own craft beer marketing plan for their chosen beer or brewery.