MFBS-560: Marketing and Brand Strategies for the Restaurateur

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.