MFBS-560: Marketing and Brand Strategies for the Restaurateur

Credits 3

This course will provide the strategies and skills needed to navigate the food industry from a marketing and branding perspective. The course lectures and supplemental materials will guide learners in the development of relevant and sustainable food and beverage, restaurant, and food-based brand experiences that anticipate and fulfill the needs of today's consumers. This course is designed to set a foundation for generating meaningful new concepts that are viable in the marketplace, desirable to consumers, and operationally and financially feasible. Learners will practice developing and applying the concepts and tools such as writing a business challenge statement, brand development and positioning work, storytelling, guest segmentation and needs identification in order to learn how to respond to the challenges of a competitive market.

Prerequisites

For MPS in Food Business students: Orientation and Cohort Formation (MFBS-501A), Ethical Leadership in the Food Business (MFBS-530), Business Fundamentals (MFBS-500), Design Thinking for Food (MFBS-520).

For MPS in Culinary Arts students: Residency I, Orientation and Cohort Formation (MCUL-501A),The History and Culture of Cuisine and Restaurants (MCUL-500), Restaurant Internship Experience I (MCUL-502A1), Restaurant Internship Experience I (MCUL-502A2), Residency II - International Perspectives on Food & Wine (MCUL-501B), The Art and Contributions of Great Wine and Cuisine (MCUL-540), Culinary Strategy and Food Systems Innovation (MSFS-550), Restaurant Internship Experience II (MCUL-502B1).

Corequisites

For MPS in Food Business students: Real Estate, Capitalization, and Partnership Strategies (MFBS-570)

For MPS in Culinary Arts students: Leadership, Engagement, and Impact (MSFS-570), Restaurant Internship Experience II (MCUL-502B2)