This case study, Marketing strategy formation for restaurant customer acquisition, by Vahid Ghasemi, Marcelo Oliveira and Salar Kuhzady, illustrates how a marketing strategy developed for a multicultural restaurant in Lisbon is presented as an example to help students critically analyse the components of a restaurant’s customer acquisition marketing strategy or to develop a strategy from scratch. This didactic case aims to improve students’ analytical skills, using collaborative learning and simulation to provide a practical pedagogical approach.
