Course Commercial innovation (Marketing) BTM Pâtissier


Discover the courses I wrote for my students in BTM Pâtisserie !

Find 21 illustrated courses, on more than 120 pages addressing many topics such as:

  • Creativity
  • Psychological factors of a client
  • Evolution of customer behaviour in bakeries/pastries
  • Creation of a logo, symbolism
  • Adapting products to customer needs
  • Internet and social networks
  • The different forms of marketing in pastry making


Improve your marketing skills and increase your sales!


From the preface:

So, in my Business Innovation (Marketing) courses, the approach is much more sociological and “humanistic” than in classical marketing, the emphasis is on empathy, the customer (I hate the word consumer which denies the humanity of the people who allow us to live) is seen as a person with a way of thinking, which we study in order to offer him what he needs, rather than trying to create superficial needs.

With a bit of hindsight, I realized that my courses were really much more advanced than BTM courses, so they can be suitable for BTM pastry cooks with a good level of technology as well as for Brevets de Maîtrise and even seasoned professionals.

The advantage of having a pastry chef write these courses is that in the choice of subjects, scenarios and examples chosen, it is much easier to tackle certain subjects because, unlike a teacher specialising in this subject, I have only written this course for pastry chefs, a profession I know and have experience of in shops and in the hotel/restaurant industry. My knowledge is therefore more “specialised” and the choice of courses is affected by this.


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