Business of Gastronomy, Wine & Hospitality

About

Gastronomy, wine, and hospitality are not only pillars of cultural heritage but also dynamic and innovative industries with global economic significance. This module explores the business strategies, trends, and challenges shaping these sectors, with a focus on how tradition and innovation intersect to create unique value propositions.

Students will delve into the economics of gastronomy, the marketing of wine, and the management of hospitality businesses, while examining the role of sustainability, digital transformation, and experiential consumer demands. The course also highlights the importance of storytelling, branding, and customer experience in building successful ventures in these competitive fields.

Course format and learning activities: 28 class hours plus company visits, workshops and group projects

Target group

For senior undergraduate (year 4) and graduate students (Master/MSc)

Course aim

Concepts and topics covered:
• Gastronomy as a business: from fine dining to food tech—innovation, scalability, and global trends
• Wine industry dynamics: production, distribution, marketing, and the rise of new wine regions
• Hospitality management: hotel, restaurant, and event management in a post-pandemic world
• Sustainability and ethics: sustainable sourcing, waste reduction, and responsible tourism
• Digital transformation: the impact of technology on reservations, customer engagement, and operational efficiency

Fee info

Each student receives a two-day Lyon City Card with free access to 38+ activities to enjoy the city of Lyon