Niagara College

Description:

Students will draw on studies from other courses in the program to critically explore and develop new business lines, considering the roles and consequences of external regulatory frameworks that protect intellectual property in beverage alcohol production. Terms such as Geographical Indications, appellations, certification trademarks, and other national or regional standards will be explored and critically examined for their impact on emerging products and markets. Students will also study the incorporated analysis of the politics of beverage production, including the influence of trade associations, lobbyist groups, and large conglomerates on the dynamic global alcoholic beverage market. Drawing on studies from other courses throughout the program, students will be able to investigate the complex interactions among key parties to conduct predictive marketing analyses, considering where to develop new products or refine existing ones and which markets to target.