Module Communication and Marketing in Large-scale Kitchens
The training in this module enables the trainees to analyse the current state of the information and marketing activities in their own large-scale kitchen and to improve them in terms of better communication with the clients and stakeholders as well as of better presentation of their sustainability-oriented actions.
Detailed learning objectives
Knowledge:
- Explain the principles of sustainability in general and specifically applied to the kitchen
- Identify and distinguish the different types of stakeholders
- Communication and Marketing Principles
- Choose the proper instruments for better information and communication
- Identify the major aspects and problems related to food, waste and energy management
- Make use of the principles of green marketing
- Explain the principles of certification schemes (organic and eco-labels)
Competences to:
- Develop and manage independently the overall plan of communication, or is able to assess the plan proposed by an external professional
- Obtain the overall view of the efforts/results reached in the different aspects of sustainability (food origin and quality, food waste, waste, energy)
- Communicate internally and with external media the efforts towards sustainability of his/her kitchen
- Justify eventual increase of the meal's price to the wider public
- Implement food educational schemes within the kitchen or around the meal preparation
Skills – ability to:
- Analyse the proper tools to reach the target stakeholders
- Dialogue with the internal sectors of the company
- Assess the concrete sustainable results to communicate
- Inform the clients about their specific requests
- Choose and use social media instruments
- Monitor the internal and external feedback
- Raise internal awareness on sustainable results achieved
- Analyse educational schemes for enhancement of stakeholders’ awareness
Training focus
The training is based on the following three issues:
- Food sustainability; involvement of stakeholders
- Communication & Marketing: Principles and tools; internal and external communication
- Target stakeholders; educational activities
Training workshop design and test
Summary
The training workshop consist of 4 learning units per module, of 60 minutes each. The first 3 units are split into a 45-minute lecture and a 15-minute discussion. The 4th unit serves the working out of practice-related exercises together with the lecturer. A short instruction session helps the participants to fill in the training folder. To test the training materials and structure, 5 workshops are foreseen with at least 5 participants per country and module. After the test trainings, the workshop design is finalised and ready for implementation.
Training materials