Executive Programme in Strategic Catering and Event Management

Submodule 1.1. The catering and events industry

Analyze the segments, business models and value chain of event catering.

Submodule 1.2. Analyzing the competitive environment

Assess competitors, substitutes, suppliers and clients with strategic analysis tools.

Submodule 1.3. Mission, vision and value proposition

Define the company's purpose and how it stands out in the market.

Submodule 1.4. Competitive strategies

Choose between cost leadership, differentiation or niche specialization.

Submodule 1.5. Business models in catering

Compare social, corporate, institutional, contract and at-home catering services.

Submodule 1.6. Growth and diversification

Evaluate geographic expansion, new service lines and strategic alliances.

Submodule 1.7. Strategic planning

Prepare plans with objectives, initiatives, owners and tracking indicators.

Submodule 1.8. Balanced scorecard

Translate strategy into financial, customer, process and learning indicators.

Submodule 1.9. Corporate governance in family businesses

Address succession, professionalization and decision-making in family businesses.

Submodule 1.10. The catering market in your country

Examine trends, demand and regulation in the local event food service industry.

Submodule 2.1. Financial statements for executives

Interpret the company's balance sheet, income statement and cash flow.

Submodule 2.2. Recipe costing and menu costing

Calculate the real cost of each dish and service to set profitable prices.

Submodule 2.3. Food cost and beverage cost

Control food and beverage cost percentages relative to sales.

Submodule 2.4. Event budgets

Prepare detailed budgets for each event with margins and contingency items.

Submodule 2.5. Treasury management

Plan collections, payments and liquidity needs in a seasonal business.

Submodule 2.6. Profitability analysis by client

Measure margins by account, event type and service line.

Submodule 2.7. Investment evaluation

Apply NPV, IRR and payback period to investments in kitchens and equipment.

Submodule 2.8. Business financing

Compare bank debt, leasing, investors and public support funds.

Submodule 2.9. Management control and variances

Analyze differences between budget and actuals to take corrective action.

Submodule 2.10. Taxation in the industry

Review the tax obligations applicable to catering and event companies.

Submodule 3.1. Designing central kitchens

Plan the spaces, flows and equipment of a production kitchen for events.

Submodule 3.2. Production systems

Compare traditional cooking, cook-chill and cook-freeze according to volume and service.

Submodule 3.3. Production planning

Calculate quantities, timings and resources for each event based on the banquet event order.

Submodule 3.4. Menu engineering

Design menus that balance popularity, profitability and operational feasibility.

Submodule 3.5. Food logistics and transport

Maintain the cold and hot chain during transport to the event venue.

Submodule 3.6. On-site setup and service

Organize field kitchens, back-of-house areas and front-of-house teams at the venue.

Submodule 3.7. Inventory management

Control stock, rotation and waste in storage and production.

Submodule 3.8. Productivity and standardization

Apply recipe cards and procedures to ensure consistent quality.

Submodule 3.9. Equipment and maintenance

Manage machinery, tableware and vehicles with preventive maintenance plans.

Submodule 3.10. Operational indicators

Measure times, yields, waste and productivity of the production team.

Submodule 4.1. Applicable health regulations

Review the legal requirements for food hygiene and handling in your country.

Submodule 4.2. HACCP system

Design a hazard analysis and critical control points plan for catering.

Submodule 4.3. Allergen management

Identify, label and control allergens in recipes and service.

Submodule 4.4. Product traceability

Record the origin and destination of raw materials and prepared foods.

Submodule 4.5. Hygiene at outdoor events

Adapt good practices to temporary setups and adverse environmental conditions.

Submodule 4.6. Training food handlers

Plan regular food hygiene and safety training for staff.

Submodule 4.7. Audits and inspections

Prepare the company for health inspections and client audits.

Submodule 4.8. Managing food incidents

Respond to suspected food poisoning with recall and communication protocols.

Submodule 4.9. Quality management systems

Apply quality and food safety standards to standardize processes.

Submodule 4.10. Satisfaction and perceived quality

Measure how clients rate the food, service and presentation.

Submodule 5.1. Procurement strategy

Define purchasing policies aligned with quality, cost and sustainability.

Submodule 5.2. Selecting and approving suppliers

Evaluate suppliers by quality, reliability, price and food safety guarantees.

Submodule 5.3. Purchasing negotiation

Apply techniques to secure better terms on price, lead time and service.

Submodule 5.4. Buying local and seasonal produce

Work with nearby producers to improve freshness and reduce environmental footprint.

Submodule 5.5. Order management

Coordinate forecasts, orders and deliveries according to the event calendar.

Submodule 5.6. Goods receiving control

Check the quality, temperature and paperwork of each delivery.

Submodule 5.7. Managing supply risk

Plan alternatives for stock-outs, price increases or logistics failures.

Submodule 5.8. Renting tableware and furniture

Decide whether to buy or rent china, linens and event furniture.

Submodule 5.9. Purchasing technology

Use digital systems to centralize orders and control spending.

Submodule 5.10. Procurement indicators

Measure purchasing costs, delivery times and supplier performance.

Submodule 6.1. Market segmentation

Identify social, corporate and institutional clients with different needs.

Submodule 6.2. Positioning and brand

Build a brand identity consistent with the culinary offering.

Submodule 6.3. Designing the commercial offer

Structure packages, menus and complementary services for each segment.

Submodule 6.4. Pricing strategy

Set rates taking into account costs, competition, season and perceived value.

Submodule 6.5. Digital marketing for catering

Use websites, social media and food photography to win clients.

Submodule 6.6. Consultative selling and tastings

Turn tastings and meetings into contracts using sales techniques.

Submodule 6.7. Managing proposals and contracts

Write clear proposals with terms, deposits and cancellation policies.

Submodule 6.8. Partnerships with venues and planners

Establish agreements with venues and organizers to generate recurring demand.

Submodule 6.9. Reputation management

Manage reviews, testimonials and presence on recommendation platforms.

Submodule 6.10. Corporate client loyalty

Design key account programs and recurring services for companies.

Submodule 7.1. Organizational structure

Design organizational charts for catering companies with permanent and temporary staff.

Submodule 7.2. Recruitment and selection

Attract and select cooks, servers and coordinators using defined criteria.

Submodule 7.3. Managing temporary staff

Organize staff pools, per-event hiring and shift planning.

Submodule 7.4. Training and development

Plan technical, service and leadership training for the team.

Submodule 7.5. Leadership in the kitchen and front of house

Lead teams under pressure while maintaining standards and a good working atmosphere.

Submodule 7.6. Motivating and retaining talent

Use incentives, recognition and professional development to reduce turnover.

Submodule 7.7. Performance appraisal

Measure individual and team results with objective criteria.

Submodule 7.8. Occupational health and safety

Protect staff against cuts, burns, heavy lifting and long shifts.

Submodule 7.9. Employment law

Review hiring, working hours and employment obligations applicable to the industry.

Submodule 7.10. Service culture

Build shared values focused on excellence in customer service.

Submodule 8.1. From briefing to event

Translate client needs into a complete culinary and operational plan.

Submodule 8.2. Service formats

Compare banquets, cocktail receptions, buffets, food stations and plated service.

Submodule 8.3. Coordinating with the organizer

Integrate catering into the event's schedule, setup and logistics.

Submodule 8.4. Floor planning

Design table layouts, service flows and beverage stations.

Submodule 8.5. Beverages and mixology

Manage the wine, cocktail and non-alcoholic offering with consumption control.

Submodule 8.6. High-volume events

Plan service for thousands of guests with tight timings and resources.

Submodule 8.7. Catering for corporate events

Adapt proposals to conferences, conventions, executive lunches and launches.

Submodule 8.8. Catering for weddings and social events

Design personalized culinary experiences for weddings, anniversaries and private celebrations.

Submodule 8.9. Handling contingencies during service

Resolve delays, changes in guest numbers and supply failures during the event.

Submodule 8.10. Post-event evaluation

Analyze costs, satisfaction and incidents to improve future services.

Submodule 9.1. Culinary trends

Analyze new consumer preferences, special diets and signature cuisine.

Submodule 9.2. Product and service innovation

Develop new proposals using prototyping methods and client testing.

Submodule 9.3. Catering management software

Implement systems for quotes, production, inventory and invoicing.

Submodule 9.4. Data for decision-making

Use sales and cost information to guide strategic decisions.

Submodule 9.5. Reducing food waste

Apply planning, repurposing and surplus donation measures.

Submodule 9.6. Managing waste and packaging

Minimize single-use plastics and implement sorting and recycling.

Submodule 9.7. Energy efficiency in kitchens

Reduce consumption with efficient equipment and good operating practices.

Submodule 9.8. Carbon footprint of catering

Measure and reduce emissions associated with menus, transport and energy.

Submodule 9.9. Sustainability certifications

Review environmental labels and standards applicable to events and food service.

Submodule 9.10. Communicating sustainability

Convey environmental commitments to clients while avoiding unverifiable claims.

Submodule 10.1. Spotting opportunities

Identify unmet needs in the catering and events market.

Submodule 10.2. Validating the business idea

Test hypotheses with potential clients before investing resources.

Submodule 10.3. Business plan structure

Organize market analysis, operations, marketing, team and finance.

Submodule 10.4. Financial projections

Prepare forecasts of sales, costs, results and financing needs.

Submodule 10.5. Legal aspects of the company

Review legal form, health permits, licenses and mandatory insurance.

Submodule 10.6. Business risk management

Identify operational, financial and reputational risks with mitigation measures.

Submodule 10.7. Franchising and brand licensing

Evaluate growth models through franchising or licensing agreements.

Submodule 10.8. Pitching to investors

Communicate the project in a clear, structured and data-driven way.

Submodule 10.9. Negotiation and decision-making

Apply negotiation techniques and alternative analysis to management decisions.

Submodule 10.10. Catering company cases

Analyze the track records of companies in the industry and their key strategic decisions.

Preparation of a complete strategic plan for a real or simulated catering and events company, including market analysis, operating model, food safety, sales plan, organization and financial projections.