葡萄酒市场学是本科葡萄与葡萄酒工程专业的一门专业必修课。其主要内容包括：市场营销基础理论、消费者行为理论、国际葡萄酒市场概况、葡萄酒产品策略、葡萄酒定价策略、葡萄酒渠道策略、葡萄酒促销策略等。通过本课程的学习，为学生从事实际葡萄酒营销工作奠定必要的知识基础。 Wine Marketing course is one of the compulsory courses suitable for the undergraduate student majored in Viticulture and Enology. This course involves basic theories of marketing and consumer behavior, profile of the international wine market, strategies of wine product mix, wine pricing, wine distribution and wine promotion. Through this course, necessary and essential knowledge will be established for students’ wine marketing works.