The hospitality industry is highly sensitive to changes in public attitudes to food and social trends. This subject builds on previously studied catering-based studies in years one and two and enhances the student's knowledge and skills through techniques of applied marketing. In addition, a gastronomic strand provides students with extended product knowledge, an appreciation of past, present and anticipated trends and the marketing implications of such trends for hospitality managers. A sound knowledge of contemporary operational and contextual management issues is developed. In addition to the evaluation of the food and beverage product, profitability aspects are examined and the need for effective selling and marketing tactics is evaluated.