NEW NON-DEGREE PROGRAM
PROPOSAL TEMPLATE
Name of Institution: Vancouver Island University, Faculty of Management
Title of Program: Wine Business Certificate Program
Credential to be awarded to graduates: Wine Business Certificate
Length of Program: 1 year full-time or 2 years part-time; 21 credits in total
Target Implementation Date: 2009/2010 year
Institutional Contact: Frank ―Fenix‖ Theuerkorn
Title: Instructor
Phone: 250-753-3245 ext. 2714
Email: theuerkof@viu.ca
Executive Summary:
Summarize the purpose of the proposal
The purpose of this program is to provide education in the business of wine. As well, the
program will provide students enrolled in other VIU programs such as the BBA, the BTM and
the BHM, with an additional credential in wine business.
Briefly outline the key objectives and outcomes of the proposed program
The objectives and outcomes of the program are –
 to recognize completion of a series of courses related to the wine industry;
 to develop understanding and competencies particular to the business of wine including the
nature of the wine industry, the process of wine making, wine appreciation (product
knowledge), wine marketing, wine tourism and related knowledge (as determined by student
interest) relevant to the business side of wine;
 to assist graduates in finding employment in some aspect of the wine business which could
be a vineyard, a winery, a wholesaler, a retailer, a food service establishment or a special
event planner.
Although this is a stand-alone certificate, the courses may also be taken as credit courses toward
a degree or diploma.
Program Rationale:
Provide rationale for the credential
The program fits the Faculty of Management strategic plan. It is a good opportunity to create a
multi-disciplinary program that involves faculty and departments from Tourism, Hospitality,
Management and Marketing. This certificate contributes to the diversification of our program
offerings. Furthermore, the wine business courses and this Certificate itself reflects both student
interest as well as amongst students
The following faculty members have play a key role in developing this program and has formed
the wine committee:
Frank ―Fenix’ Theuerkorn (Management)
Mike Mann (Dean, Faculty of Management)
Stephen Burr (Chair, Hospitality)
Tom Delamere (Recreation/Tourism)
Tracy Gillis (Accounting)
Duane Weaver (Marketing)
Don Miskiman (Chair, Management)
Peter Briscoe (Hospitality)
Debbie Shore (Culinary Arts)
Dennis Silvestrone (Dean, Adult and Continuing Education)
Program Description:
State the program centred goals and objectives of the new program. Do not include student
outcomes; these will be addressed in the Curriculum section.
The Wine Business Certificate is a response to student interest, growing faculty expertise and the
demands of the nascent Vancouver Island wine industry. BC wine production in 2006 was over
12 million litres and that represents an over 300% increase from just 9 years ago at just under 3
million. In 1990, there were only 17 wineries in BC, but currently there are more than 130
wineries, 411 grape growers and sales exceeding $131 million annually. (Source: BC Wine
Institute from data from the BCLDB). While the largest part of the wine making industry is in
the Okanagan Valley, there are numerous wineries in the southern part of Vancouver Island and
the Gulf Islands moving north as far as Comox and Port Alberni. VIU is located within two
newly designated wine appellations, Vancouver Island and the Gulf Islands. In addition, our
region is a premier tourist destination and the wine industry is a welcome addition to our
economic profile. Vancouver Island is developing a healthy hospitality industry and diverse
culinary experiences to attract tourists from around the globe.
Program goals include responding to the human resource development needs of the bourgeoning
wine industry on Vancouver Island as it adds to the diversification of the Island’s economy and,
at the same time, to provide educational opportunities for students to enter interesting career
opportunities in the wine industry.
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The Faculty of Management aspires to be an internationally recognized institution that offers a
relevant certification in the business of wine. This certificate will appeal to students from
outside our region, including international students, wanting to gain exposure to a quality wine
business education.
Identify the target student audience(s) for this program
The target students are existing Faculty of Management degree and diploma students in Tourism,
Recreation, Business, Hospitality, and Culinary Arts. VIU students in other diploma and degree
programs are invited to participate in individual courses or the Certificate program itself. It is
anticipated that VIU students will earn credits toward the Certificate while also completing credit
courses toward their diploma or degree program. Individuals who are not current VIU students,
but who wish to complete the Certificate program, are welcome.
State how the institution satisfied itself that there is not unnecessary duplication in the system
There are no existing programs at VIU or other institutions in British Columbia.
Provide evidence of labour market demand
In a Fall 2008 survey of over 400 VIU students in various programs on campus, there was a 69%
interest in these types of courses. Of particular interest was of the students surveyed, 38% gave
an email address to receive notification of course offerings. MGMT 252, ―The Wine Industry‖ is
the summer course for the first wine program and it has full enrolment with a waitlist.
Curriculum:
Student Outcomes - Describe the skills, knowledge, or other attributes students will develop from
the program
Developing a wine program at VIU is part of our vision to provide students credentials for entry
into those careers influenced by the wine industry including (not limited to):
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Winery/Vineyard Management
Retail Sales
Wine Marketing Representative
Restauranteur
Hotelier
Culinary
Agri-tourism development
Special Events
Each course has a specific learning outcome developed (include courses to be proposed).
Students in the program will develop skills in the following areas:
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Skills
Wine Tasting and Evaluation
Wine Terminology
Marketing
Event Management
Communication
Service of Wine
Cellar Management
Food Pairing
Knowledge
Wine Regions
Wine Types
Grape Varieties
History
Laws and Regulations
Health
Winery Operations
Vineyard Management
Science of Wine
Wine and Society
VIU has the unique opportunity to provide a business focused wine centre that differentiates
from the service oriented schools like Art Institute of Vancouver and the food science approach
of University of British Columbia in our region. The following universities are pioneering a
complete Wine Business stream:
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University of Adelaide (http://www.agwine.adelaide.edu.au/agribus/winebusiness/)
Sonoma State University (https://www.ssualumni.org/winebiz/)
Agribusiness (similar to the Aquaculture at this institution) is a well regarded discipline
throughout the world. In addition, there are numerous universities that offer various business
related wine courses (e.g. Wine Marketing, Wine Tourism, etc.). UC Davis offers a marketing
program with Organisation Internationale de La Vigne et du Vin (OIV) –
[http://www.oiv.int/uk/accueil/index.php ] that has full day seminars that span over two weeks
(http://extension.ucdavis.edu/unit/winemaking/pdf/081_152_oiv.pdf).
Describe the program/course structure. Please identify any new courses and provide course
descriptions. All new courses and course changes must be submitted to the Course Management
System. For questions regarding the Course Management System, contact Kyla Morgan.
There are two separate certification tracks for the proposed wine offerings, Wine Business
Certification and Sommelier Certification. The development of the Sommelier Certification is
slated for a later date. Our first wine program is the Wine Business Certification that will allow
students to augment their diploma or degree with a better understanding of wine industry and
hence make them more marketable for employment.
Only two additional courses need to be added to implement this certificate program. The detail
for the program and the structure of these additional courses is in draft form and the course leads
are currently finalizing before submission to Course Management System.
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Identify the provincial, national and/or international certifications and standards achieved in the
new program, if applicable
The Wine Business program planning committee has decided to partner with the Wine & Spirit
Education Trust (WSET) of the UK. Visit http://www.wset.co.uk/ . WSET was founded in 1969
to provide high quality education and training in wines and spirits to the retail, wholesale and
service trade in the UK. WSET is the most recognized wine program in the world and is the only
wine and spirit education body approved by the Qualifications and Curriculum Authority, the
UK government’s regulator for education.
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Program Consultations and Evaluation:
List the other provincial post-secondary institutions consulted about the proposed program
The program planning committee has had discussions with individuals at UBC Wine Research
Centre (http://www.landfood.ubc.ca/wine/ ) Indications are that there is a large demand for the
program with students travelling from Vancouver Island to the mainland to attend the course. A
VIU faculty member, Bruce Ballam, who will teach in France in May and June will consult with
colleagues at the Universite de Bourgogne (in Dijon, France) (http://www.u-bourgogne.fr/# ) in
order to establish professional links and critical feedback. UB Dijon has an extensive program in
Wine including Wine Business - Institut Universitaire de la Vigne et du Vin "Jules Guyot" (IUVV). .
Provide a list and summary of the nature of all other consultations
Currently, an ad hoc advisory of industry experts has been assembled to review the validity of
the program. Members include:
Michael Brown, Owner
Village Liquor Store & Surf Restaurant
Atilla Cimsit, Sommelier & Director
Avia West
Andy Johnston, Owner
Averill Creek Winery
Gord Johnson, Manager/Wine Expert
Longwood Brewpub
Jude Mullins, International Development Manager
Wine & Spirit Education Trust
These individuals have reviewed the proposal for the wine program and have expressed support
for the initiative. They will continue to meet to provide feedback at the program progresses.
State whether or not the program meets the BC Student Assistance Program eligibility
requirements as outlined at
www.aved.gov.bc.ca/studentaidbc/schoolofficials/welcome.htm#program_eligibility .
This program meets the requirements if a student enrols in at least three courses per semester.
Indicate what policies/procedures are planned for ensuring adequate depth and breadth of
ongoing review and evaluation once the program has been implemented
The wine courses (Mgmt 252, Mgmt 352, Mark 352 and Trmt 398) are monitored by WSET to
be eligible for their endorsement and certificate. In addition, we will use our current practices
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consistent with ACBSP accreditation quality assurance processes are to ensure continuous
improvement.
Indicate whether safety and other risk management factors have been addressed where
appropriate
This program involves the tasting of wine. Instructors provide strong emphasis to spit the wine
(not swallow) to ensure better tasting ability. Students that abuse this expectation will be asked
to leave the course with the proper safety in mind. There will be a zero tolerance policy for
intoxication.
Additional Question re Consultation:
Indicate who else was consulted (both internal and external to the institution), what issues were
raised, and how you dealt with those issues.
As demonstrated earlier in this document, this effort was the collaboration of different
departments within with Faculty of Management, with the VIU Centre for Continuing Studies,
with VIU students enrolled in various programs, with colleagues at other post secondary
institutions and with industry experts.
Admissions and Transfer:
Program Admission Requirements
The admission requirements are the same for this program as defined by the University.
Canadian citizens and those with permanent residence status in Canada are eligible for admission
to University and Career/Technical programs if they meet one of the following conditions:
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graduation from a B.C. secondary school, or equivalent, with a minimum ―C‖ grade in
English 12 or;
previous degree from a recognized university or;
visiting student from a college or university (a ―Letter of Permission‖ from the home
institution is required) or;
transfer student from a college or university (at least 24 transferable university-level
credits completed) or;
mature student—at least 21 years of age (or will turn 21 in the first semester of
admission) and has a minimum ―C‖ grade in English 12.
To participate in any of the tasting, students must be of legal drinking age for British Columbia.
This would prohibit the student from completing the Wine Appreciation and Wine Appreciation
Advance. Note – Math 11 (Principles or Applications) with a C is recommended. Students
without Math 11 should consult the program coordinator.
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Indicate how the institution plans to ensure students’ ability to access the program through
transfer
Vancouver Island University recognizes the academic knowledge and achievement of students
who have undertaken post-secondary studies at other colleges, institutes, or universities. Credit
is assigned on the basis of an official transcript, course outlines and other supporting
documentation ( http://www.viu.ca/policies/policies-group.asp?rdGroup=Joint).
Describe how students will be able to transfer out of the proposed program into other programs
within the same institution or at another institution
All the courses in this program are credited within the Faculty of Management. It is the wine
committee’s expectation that students may use these courses to fulfill some of their electives
toward any diploma or degree.
Indicate how students will be able to transfer into related degree-level programs, if applicable
Since all courses in the certificate program are credit courses, students man transfer to other
diploma or degree programs at VIU or other institutions. Although articulation agreements does
not yet exist, it is expected that students will be able to use these credits as elective or required
courses as the case may be..
Other:
Include any additional information not addressed in the sections above that may be helpful in
better understanding the major components of the proposal
We have established student interest in this program and the collaboration of these courses across
departments will ensure its success. This proposal wishes to recognize students with an
identifiable cluster of course work to help better market their efforts at our university and grant a
certificate in Wine Business.
Template adapted from Ministry of Advanced Education and Labour Market Development, New
Program Proposal Template. For assistance with the non-degree program approval process
please contact Kathryn Snow.
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