Building an F&B Marketing System
Marketing System for F&B Founders, CEOs & Marketing Managers
A hands-on program for F&B Founders, CEOs and Marketing leaders, equipping you with systems thinking and a toolkit to design a professional in-house Marketing team. You leave with a ready-to-use Marketing System Blueprint, not 8 disconnected sessions.
Struggling with marketing for your F&B brand?
7 situations F&B Founders often face when building a marketing team.
Marketing runs on gut feeling
One marketing meeting a month, every creative approved campaign by campaign: no framework, no professional development.
Marketing is ineffective across multiple outlets
A weak grasp of how different the Trade Area is in F&B: each area has a different population structure and needs a different Local Store Marketing program based on that structure.
Hired a marketer but do not know how to manage them?
You hire a BM/Marketing Lead but do not know how to evaluate performance or what results to expect, which leads to poor outcomes.
Heavy ad spend with unclear results
Running Meta, Google, TikTok and delivery apps with no channel allocation structure and no way to calculate return on ad spend (ROAS).
No crisis process when the brand has an incident
When a food safety issue or viral negative review hits, no one knows who does what or how to respond.
Do not know how to run an effective CRM/Loyalty program
Customer data is a critically important asset for F&B businesses, but you do not know how to manage it and design a CRM Loyalty program that works.
Do not know how to plan and report marketing effectively to the founder/CEO
Most marketing at F&B brands focuses on execution, without a strategic view or proper planning, so reporting and planning in step with the growth of the chain brand lack clear alignment.
A hands-on course: move from "marketing by gut feeling" to marketing by system
5 differences that make this an in-depth course on Building an F&B Marketing System.
Instructors who consult on building marketing systems for Vietnamese F&B chains. They have directly recruited and trained Marketing Managers for the industry: not theory-only instructors.
You bring real data: revenue reports, customer data (POS data) and your current marketing team, and work on your own brand. You leave with a ready-to-use Marketing System Blueprint.
Every concept comes with a specifically named framework: 9Ps F&B, Marketing Flywheel, RFM, Scale/Cut Decision Matrix, and more, plus a set of Excel/Word templates PEACH has used in real consulting work.
Each session's deliverable builds on the previous one. By the end of the course, you compile them into a complete Marketing System Blueprint, not 8 disconnected sessions.
80% of F&B marketing courses on the market teach how to DO. This course teaches how to DESIGN and OPERATE the machine: the view of a Founder/CEO who manages a team, not an executor.
Who is this course for?
3 core audiences, and who the course is not yet right for.
Founder / CEO F&B 1-15 stores
You have built or are building an in-house Marketing team. Reference scale is 1 to 15 branches, from startups with no team to businesses upgrading their systems. You need a CEO framework to manage the team instead of doing the work by hand.
Newly appointed Marketing Manager
Newly appointed or taking over. You need a framework to set up the team, run SOPs and report to the CEO. This is not an execution course.
F&B business owner who is scaling
Moving from a single store to a multi-store chain. You need marketing knowledge to standardize brand, trade and CRM across the whole chain.
Fresh graduate marketer
This course focuses on systems thinking and does not go deep into execution skills. It suits people who manage, operate or are preparing to scale a chain and need a big-picture view to make better decisions.
Only want to learn to run ads
If you are looking for in-depth Performance Marketing skills, other courses will suit you better. This course teaches how to design the machine, not how to run ads.
No F&B business yet
The course requires learners to bring a real business to class to run workshops directly on data. After the course, you will have an action plan to apply right away to your own business.
Chain of 50+ stores or group
You are a good fit for the Masterclass-level courses. This course is designed for models with 1 to 15 stores.
8-Session Roadmap: 4 Phases
WHY → WHO+HOW → WHAT → MEASURE. Each session's deliverable builds on the previous one, and by the end of the course you have a complete Marketing System Blueprint.
Phase 1: Systems Thinking
WHY · Session 01
Session 1
F&B Marketing Systems Thinking & Strategic PositioningStrategic Foundation & Brand Positioning
- 9Ps F&B Marketing
- 6 lifecycle stages from Opening → Maturity / Renewal
- 4 Marketing Pillars: Brand Equity / Acquisition / Retention / Advocacy
- Marketing Funnel vs Growth Flywheel: why F&B should use the Growth Flywheel
- Brand positioning: write your Brand North Star
Phase 2: System Architecture
WHO + HOW · Sessions 02-03
Session 2
F&B In-house Marketing Team StructureDesigning the Org Chart & Hiring Handbook
- 5 core functions: Brand-Content / Performance / Trade-Point of Sale (LSM) / CRM / Research
- 4 org chart models by scale (1-3 / 5-10 / 10-30 / 30+ stores)
- Standard Job Description (JD) templates for 3 priority roles (Mission, KPI, Competencies)
- A Practical Test Bank for hiring F&B marketers
- Trade-off analysis and deciding when to go In-house and when to use an Agency at each stage
Session 3
Marketing Operations Processes & SOPsDesigning Processes & Operating Cadence
- SOP logic: Input → Process → Output → Quality gates
- 5 core SOPs: Annual planning / Campaign / Content / Agency / Reporting
- RACI matrix (Responsible, Accountable, Consulted, Informed)
- Meeting & reporting cadence: Daily / Weekly / Monthly / Quarterly Business Review (QBR)
- Choose the right tools for your scale and set clear approval rules to avoid operational bottlenecks
Phase 3: Functional Systems
WHAT · Sessions 04-07
Session 4
Brand, Content & Social SystemsBrand System & Crisis Communications
- 5-tier Brand Identity Hierarchy: Logo → Imagery → Tone of voice → Personality → Story
- 5 Content Pillar groups: Education 30% / Entertainment 25% / Promotion 20% / Behind the scenes (BTS) 15% / User-generated content (UGC) 10%
- Crisis Severity Matrix (4 levels) + 5-step Response Playbook
- Review Response Decision Tree
- Build F&B visual guidelines and pick the right channels by persona to optimize content performance
Session 5
Trade Marketing, LSM & POSM SystemsLocal Store Marketing (LSM) & Trade System
- 12-month Trade Calendar: major F&B holidays in Vietnam (Tet, Mid-Autumn, Mid-year...)
- Trade Area analysis at 1 km / 3 km radius + foot traffic patterns
- Store Performance Diagnostic Matrix: 4 store groups, 4 LSM strategies
- POSM (point-of-sale materials) library: Standing vs Campaign + Online-Offline (O2O) integration
- Understand and coordinate Trade vs Brand to drive short-term revenue while building the brand long-term
Session 6
CRM, Loyalty & Customer Retention SystemsChoosing a CRM Platform & Designing Loyalty
- The LTV/CAC problem (Lifetime Value / Customer Acquisition Cost): why Retention matters more than Acquisition
- A clear view of the CRM and Loyalty systems on the F&B market
- Loyalty mechanics: Tiers / Points / Buy N get 1 stamps / Subscription / Cashback
- RFM segmentation (Recency, Frequency, Monetary) into 8 groups + 5 automated trigger campaigns
- Design automated message sequences that nurture customers along their journey + measure true return rate, not vanity metrics
Session 7
Performance Marketing & Delivery PlatformsChannel Mix & Delivery Platform Returns
- Channel Mix by Customer Journey: Awareness / Consideration / Conversion / Retention
- 3-tier Ad Account Structure: Campaign → Ad group → Ad creative
- True ROI of Delivery Platforms: after commission, promotions and packaging
- 60-25-15 Marketing Budget Allocation: Always-on / Burst / Test & Learn
- Set up tracking-attribution and correct measurement (ROAS, CAC, LTV/CAC) to optimize performance without being misled by vanity metrics
Phase 4: Measure & Decide
MEASURE · Session 08
Session 8
KPI System, Budget & Marketing AnalyticsKPIs & Final Blueprint Workshop
- 4-tier KPIs: Business → Marketing → Channel → Individual
- Marketing Budget Framework: Vietnam industry-standard % of revenue
- Scale/Cut Decision Matrix: 4 cells for budget decisions
- Set up a Marketing Analytics system (daily-weekly-monthly-quarterly) and integrate POS with Marketing to make decisions from real revenue, not vanity metrics
- Wrap-up workshop: a complete Marketing System Blueprint
8 key deliverables in the course
A set of practical templates is included: apply them to your own brand right away instead of building from scratch.
Brand Positioning & the 4 Marketing Pillars
Build your Marketing North Star and prioritize the 4 Pillars suited to your lifecycle stage. Clearly distinguish strategic Marketing from executional Marketing.
Design the Marketing Org Chart & Hire the Right People
Draw an Org Chart that fits your scale and write JDs for the 3 priority roles. Know when to hire In-house and when to use an Agency.
Build SOPs So the Team Runs Itself
Get 5 core SOPs plus a meeting/reporting cadence suited to your scale so the team runs itself, keeping the CEO from becoming the bottleneck.
Brand Management & Crisis Handling
Approve a Brand Guideline and design Content Pillars to hand to the execution team. Get a Crisis Playbook for the 4 most common F&B crisis types.
Systematize Trade & LSM
Get a 12-month Trade Calendar and an LSM Proposal process for each store. Standardize POSM across the chain for consistent management.
Grow LTV with CRM & Loyalty
Calculate Customer Lifetime Value (CLV) and choose a CRM platform that fits your scale. Design a Loyalty Program with the right mechanics, not a copy of Highlands or Starbucks.
Optimize Performance & Delivery
Build a Channel Mix by customer journey and a 60-25-15 annual budget allocation. Calculate the true ROI of Delivery Platforms after commission, promotions and packaging.
Read the Numbers, Decide Scale/Cut
Draw a 4-tier KPI Tree and a CEO Dashboard. Apply the Scale/Cut Decision Matrix to make quarterly budget decisions without relying on gut feeling.
Hands-on Learning Experience
5 elements that make a course memorable and effective.
Small classes of 10-15 learners
Ensures every learner gets personal attention. Instructors have time to hear each person's real case and give direct feedback.
Hands-on exercises on your own brand
No simulated cases. Every exercise applies directly to your real model: Brand Positioning, Org Chart, Trade Calendar and CRM Blueprint on your own brand.
E-learning LMS after the course
Access the online learning platform with all 8 sessions, further reading and practice exercises. You can review anytime you need to revisit a framework.
Coaching in every session
Every learner is coached in each session, with in-depth answers on implementation issues. We do not leave you to "finish the course and then sink or swim".
AAU Alumni Community
Connect with restaurant owners & F&B experts who have studied at AAU: Q&A, sharing operating experience and opportunities to collaborate and grow.
Course Instructors
A team of instructors with you throughout all 8 sessions: Founder + CRM Expert + LSM/Operation Expert.
Mr. Tien Tien
Founder of AAU Academy × PEACH Consulting
15+ years of in-depth management and consulting experience in F&B and training. Has directly consulted on building Brand Management systems for Vietnamese F&B chains: cafes, restaurants, bubble tea, bakery chains and central kitchens. Founder of the F&B training and consulting ecosystem: AAU Academy, PEACH Consulting, CareerFnB, FnB Insider.
Mr. Khoa Do
VP of Growth CNV CDP · CEO Digi Academy
Nearly 10 years of experience in Marketing, Sales, Technology and startups. Co-founder of CNV CDP, Vietnam's number one platform for building loyal customers. CEO of Digi Academy (2019-present) · Founder of Matic Hub, offering end-to-end MarTech solution consulting. Has consulted on implementations for about 2,000 businesses across industries: spa and cosmetic surgery, retail, F&B, hotels, pharma, mother and baby. Admin of the Digital Marketing & Loyalty Marketing Community.
Mr. Tinh Tran
Former Operation Manager · F&B Training Expert
Operation Manager at Nova F&B (2012-2016). Operation Coach & Training Manager at Trung Nguyen Franchising (2016-2019). Operation Coach and Training Manager at Golden Gate Group. 2019-present: F&B Training, Coaching and Consulting for many Vietnamese F&B chains. Specializes in Local Store Marketing, Store Manager Enablement and the Grand Opening Playbook.
What do learners say?
Real feedback from people who have "been through" AAU Academy.
The course helped me analyze Local Store Marketing for my shop in greater depth and see more specific strategies to improve marketing and sales for each time slot. After the course, I applied BSC and a bonus policy for the branch, and the team became far more proactive.
What impressed me first was the mentors and the AAU curriculum. Every lesson solves important problems that not everyone knows about.
A very well-structured training center with practical, easy-to-understand content. Instructors are enthusiastic and always support and answer questions promptly.
AAU Offers and Commitments
Coaching in every session
In each session, we coach each learner 1-on-1, removing implementation barriers on the spot.
Retake the course for free
You can revisit knowledge you have not fully grasped in the next F&B Marketing course intake at no extra cost.
AAU guarantees training quality, with immediate application after each session. The course helps learners systematize Marketing and apply it right away in their F&B model.
Frequently asked questions
Answers to common questions before you register.
I am an F&B founder with no marketing team. Is this course right for me?
Yes. This is the number one learner profile for the course. You learn to systematize what you are doing on your own, know how to design an org chart, and know what to expect when you later hire a Brand Manager.
My brand is not F&B (Hospitality, retail). Can I still take it?
The course is 90% focused on F&B, with industry-specific case studies and frameworks. The frameworks are generally applicable, but some parts will not fit as closely.
I am just starting and have no data. Will I understand Session 6 (CRM)?
Yes. Session 6 teaches how to start from zero: collecting data from POS, Zalo OA and QR codes. After the course, you have a 6-month roadmap to build a CRM from scratch.
I live in a province. Can I study online?
There are 2 options: Hybrid (4 key sessions offline in Ho Chi Minh City + 4 sessions online via Zoom) or Online in parallel with the offline course.
Can I bring my founder or co-founder along?
Encouraged. There is a Group 3+ policy with 15% off per person. A Founder + Marketing Lead + Ops Director attending together usually get the best implementation results.
Is the toolkit updated afterward?
Yes. When a new version is released (every 6 to 12 months), alumni receive the update, including new templates developed after you finished the course.
Does the program issue a certificate?
Yes. Learners who complete the course receive the AAU Certified Marketing System Designer certificate.
What if I am busy and cannot attend all 8 sessions?
A minimum of 6 of 8 sessions is required. Missed sessions can be made up in the next intake for free.
Let AAU Academy walk with you
The journey to building a marketing machine that truly works. Leave your details and the AAU team will contact you for a free consultation within 24 hours.
Or call now 056 566 7686 (Mon–Sat, 9h–18h)