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Marketing and Promoting Food
No matter which segment of the culinary world you choose to pursue a career in, understanding marketing is essential to your success. That's why Marketing and Promoting Food is such an important part of your education. In this junior-year course, you will:
- Learn how to successfully market products and services, discussing pricing, placement, product development and enhancement, target markets, and purchasing.
- Understand market research, competitive analysis, market segmentation, and promotional mix as they relate to the marketing of food, restaurants, and services.
- Explore topics such as advertising, public relations, and sales promotion.
- Analyze case studies of successful (and not-so-successful) marketing campaigns as you build a foundation of knowledge to apply in your final project.
Competing for "Best of the Best" Bragging Rights
The culmination of this course is an exciting and creative final project in which you will be challenged to market and promote a new restaurant. You and your team members will be assigned a location for your restaurant and allotted a fantasy budget—and then the rest is up to you. Together, you'll design a concept for your restaurant, create an appropriate menu, and construct a promotional program.
As a team, you will present the marketing plan for your restaurant's launch to your instructor, who will determine which teams will advance to the Best of the Best Marketing Competition. If your team is a finalist, you will make your presentation to a panel of industry leaders. Past guest judges have included:
- David Burke '82, Restaurateur, Inventor, and Author
- Tien Ho, Executive Chef, Má Pêche
- Waldy Malouf '75, Chef/Owner, Beacon and Waldy's Wood-Fired Pizza & Penne
- Cameron Mitchell '86, President and CEO, Cameron Mitchell Restaurants
- Drew Nieporent, Owner, Myriad Restaurant Group
- Roy Yamaguchi '76, Chef and Owner, Roy's Restaurants
- Kevin Zraly, Wine Educator and Founder, Windows on the World Wine School
You'll get invaluable feedback and gain new insights into the industry. Plus, it's a great opportunity to shine!
