Об этом курсе
4.8
870 ratings
235 reviews
Managing a company in the food and beverage industry is a fascinating task. Food and beverage products are so deeply rooted in the culture of most countries that making and selling them is not only a matter of making and selling good and tasty products, but products that nurture people's body, soul, and heart. Given this, it's not difficult to see that the task quickly becomes complex. The objective of this course is twofold: first, we will focus on contemporary challenges that managers and entrepreneurs in food and beverage businesses should be able to face; and second, we will provide models and tools to design and implement appropriate courses of action to satisfy customers and build an advantage over the competition. This course is made up of four modules and an introduction, each exploring one dilemma that food and beverage companies face. You will be presented with a set of video lectures and guest speakers. These lectures combine an accessible introduction to specific topics integrated with interviews of managers and experts that will give precious insights and examples to the participants. To enhance your learning experience with us, we will make a Documentary on the Excellences of the Modena District available for you, which is in a format that we have developed specifically for this course in order to give you the chance to experience first-hand the territory as our on-campus students usually do. Each module is paired with an evaluated quiz and weekly discussion forums to reflect on the variety of the F&B world, its complexity, and the power of the network that we will build together during the course. Successful completion of the quizzes is required for a course certificate as explained in the Grading Policy. Below the guest speakers of the course: Masterchef Italia Sky – Nils Hartmann, Head of Movie Channels at Sky Italia – www.masterchef.sky.it Eataly - Paolo Bongiovanni, Marketing Director Italy – www.eataly.net Berlucchi – Paolo Ziliani, Owner – www.berlucchi.it Joia Restaurant – Alta Cucina Naturale – Pietro Leemann, Owner and Chef – www.joia.it Branca – Nicolò Branca, Owner – www.branca.it Barilla – Giuseppe Morici, President Region Europe – www.barilla.com Proyecto Expo 2015 Chile – Guillermo Ariztia, Chile Pavillon Director – www.expomilan.cl Winery Il Cavallante, Milano – Sergio Morpurgo, Owner Heineken – Floris Cobelens, Marketing Director – www.heineken.com TRDN – Martin Oetting, Managing Director – www.trnd.com GROM – Federico Grom, Owner and Founder – www.grom.it/en Tetra Pak – Matthew Hatton, Director Competitor Intelligence – www.tetrapak.com BioHombre – Matteo Panini, CEO – www.hombre.it Acetaia Maletti – Carmen & Claudio Maletti Cantine Riunite & CIV – Vanni Lusetti, CEO; Francesca Benini, Sales & Marketing Manager; Elena Lottici, Export Manager; Mario Vandi, Brand Manager – www.riunite.it GlemGas – Marco Guerzoni, Program Product Manager – www.glemgas.com Bibendum Catering – LaFranceschetta58 – Sabrina Lazzereschi & Marta Pulini, Owners and Founders – www.bibendumcatering.it , www.franceschetta58.it DISCLAIMER - Since most of the videos are conducted with those whose native language is not English, we have decided to sometimes preserve their more emphatic speech to keep a tighter match between the audio and the subtitles....
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Предполагаемая нагрузка: 3-6 hours/week

Прибл. 11 ч. на завершение
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English

Субтитры: English, Italian, Spanish, Chinese (Simplified)

Приобретаемые навыки

Promotion And Marketing CommunicationsFood MarketingMarketingBrand Management
Globe

Только онлайн-курсы

Начните сейчас и учитесь по собственному графику.
Calendar

Гибкие сроки

Назначьте сроки сдачи в соответствии со своим графиком.
Clock

Предполагаемая нагрузка: 3-6 hours/week

Прибл. 11 ч. на завершение
Comment Dots

English

Субтитры: English, Italian, Spanish, Chinese (Simplified)

Программа курса: что вы изучите

1

Раздел
Clock
4 ч. на завершение

Products vs. Markets

How products generate value for the customer and how customers value products and their quality....
Reading
15 видео (всего 118 мин.), 6 материалов для самостоятельного изучения, 1 тест
Video15 видео
1. Introduction to the First Dilemma: Products Vs. Markets2мин
2. Product Orientation Vs. Market Orientation: A Matter of Organizational Culture4мин
3. The Concept of Quality3мин
4. Customer Value10мин
5. From Customer Value to Value Proposition7мин
6. Food and Beverage Products as Experience Products: What That Means and Entails7мин
7. The Fundamental Role of Experts and Critics8мин
8. The Consumer Buying Decision Process11мин
9. The Customer Experience7мин
10. The Market Choice: Segmentation and Targeting9мин
11. Positioning: Making a Difference with Value Propositions7мин
12. Wrap up: Product Vs. Market3мин
Interview with Nils Hartmann of Masterchef10мин
Interview with Paolo Bongiovanni of Eataly21мин
Reading6 материала для самостоятельного изучения
About the Course10мин
Grading Policy10мин
Additional Readings10мин
Basic Glossary10мин
Subtitles Download Section10мин
Slides Product vs. Market10мин
Quiz1 практическое упражнение
Products vs. Markets24мин

2

Раздел
Clock
2 ч. на завершение

Tradition vs. Innovation

The role of tradition and innovation along the customer experience in the food and beverage industry. The value of brands in the tradition and innovation dilemma....
Reading
9 видео (всего 94 мин.), 1 материал для самостоятельного изучения, 1 тест
Video9 видео
2. Reconciling the Dilemma: Nurture Authenticity9мин
3. Innovating Value Propositions9мин
4. Innovating throughout the Different Stages of Customers' Experience7мин
5. Product Lifecycle and Market Lifecycle11мин
6. The Value of Brands in Food & Beverage Markets11мин
7. Tradition vs. Innovation: Wrap Up3мин
Interview with Pietro Leemann - Joia Restaurant24мин
Interview with Paolo Ziliani - Berlucchi14мин
Reading1 материал для самостоятельного изучения
Slides Tradition vs. Innovation10мин
Quiz1 практическое упражнение
Tradition vs. Innovation24мин

3

Раздел
Clock
2 ч. на завершение

Local vs. Global

There is value in being local in a global market and there is value in being global in a local market. The role of distribution networks in international food and beverage markets....
Reading
13 видео (всего 105 мин.), 1 материал для самостоятельного изучения, 1 тест
Video13 видео
2. The Globalization of the Food and Beverage World1мин
3. Reconciling the Dilemma: Leverage on Origins5мин
4. The Variety of Consumption Practices6мин
5. Building and Managing an Image and Positioning6мин
6. The Go-To-Market Decision: Building a Distribution Network8мин
7. The Value Proposition Management: Adaptation vs. Standardization8мин
8. The Place Branding: Value of the Territory6мин
9. Wrap up: Local vs. Global2мин
Interview with Giuseppe Morici of Barilla Europe16мин
Interview with Niccolò Branca of Fratelli Branca Distillerie19мин
Interview with Sergio Morpurgo - Il Cavallante4мин
Interview with Guillermo Ariztia - Chile Pavillon, Expo 201515мин
Reading1 материал для самостоятельного изучения
Slides Local vs. Global10мин
Quiz1 практическое упражнение
Local vs. Global24мин

4

Раздел
Clock
3 ч. на завершение

Small vs. Big

Leveraging on size to build a competitive advantage in food and beverage markets. The design of growth strategies in different markets....
Reading
12 видео (всего 116 мин.), 1 материал для самостоятельного изучения, 1 тест
Video12 видео
2. Reconciling the Dilemma: When the Size Makes the Difference6мин
3. Niche Market and Mass Market: Is There One Best Strategy?12мин
4. Reaching Audiences Effectively: Managing Customer Touch Points8мин
5. Reaching Audiences Effectively: Designing Effective Storytelling4мин
6. Designing Growth Strategies7мин
7. Brand Portfolios and Brand Architectures12мин
8. Growth and Organizational Change: What They Imply and How They Interact4мин
9. Wrap Up: Small Vs. Bigмин
Interview with Floris Cobelens of Heineken - Managing Huge Brand Portfolios18мин
Interview with Martin Oetting of TRND - Designing a Word of Mouth Campaign18мин
Interview with Federico Grom of Grom - Start Small, Get Bigger20мин
Reading1 материал для самостоятельного изучения
Slides Small vs. Big10мин
Quiz1 практическое упражнение
Small vs. Big24мин
4.8
Direction Signs

43%

начал новую карьеру, пройдя эти курсы
Briefcase

83%

получил значимые преимущества в карьере благодаря этому курсу
Money

14%

стал больше зарабатывать или получил повышение

Лучшие рецензии

автор: MMJun 28th 2016

Excellent course, a very good instructor using good examples and clear explanations. I also enjoyed the interviews, the quality of the production used to develop the videos and the great locations.

автор: APJan 31st 2017

This course is definitely an informative food and beverage management course, and helped me learn a lot about restaurant management ideals and brand name management. Thank you Bocconi University!

Преподаватель

Gabriele Troilo

Associate Professor
Department of Marketing

О Università Bocconi

Our ambition is to develop students' potential and foster knowledge in Business, Economics and Law through innovative learning and research activities in a multicultural environment. Bocconi is a community that constantly innovates teaching and learning technologies and that strongly believes in the power of life-long learning and networking. Now available online....

Часто задаваемые вопросы

  • Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.

  • When you purchase a Certificate you get access to all course materials, including graded assignments. Upon completing the course, your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.

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