- Provide students with the tools and knowledge needed to successfully develop the skills required for the design of culinary-restaurant products and services. - Ensure proper implementation of an innovative project of these products and services. - Analyze experiences, cases and trends in the culinary-restaurant field. - Discover where business ideas come from. - Analyze consumer behavior. - Know how to assess the possibilities of success. - Reflect on the aspects that can make a project feasible. - Obtain the ability to develop an innovative project with regards to the design of a new product or service for a given market. - Measure the customer experience in the development of projects. - Learn to generate systems of assessment for the projected innovation. - Recognize and identify the competitive spaces in the culinary-restaurant industry, their characteristics and ways in which they develop business. - Acquire a broad perspective of consumer behavior as a fundamental basis for decisions. - To establish appropriate marketing strategies. Services marketing adapted to the restaurant business. - Through a business plan, work on strategies, actions, and means that a business project needs to be more successful. - Identify business models of different companies in the culinary sector.