À propos de ce cours
4.8
889 notes
238 avis
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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Cours en ligne à 100 %

Commencez dès maintenant et apprenez aux horaires qui vous conviennent.
Calendar

Dates limites flexibles

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Clock

Approx. 11 hours to complete

Recommandé : 3-6 hours/week...
Comment Dots

English

Sous-titres : English, Italian, Spanish, Chinese (Simplified)...

Compétences que vous acquerrez

Promotion And Marketing CommunicationsFood MarketingMarketingBrand Management
Globe

Cours en ligne à 100 %

Commencez dès maintenant et apprenez aux horaires qui vous conviennent.
Calendar

Dates limites flexibles

Réinitialisez les dates limites selon votre disponibilité.
Clock

Approx. 11 hours to complete

Recommandé : 3-6 hours/week...
Comment Dots

English

Sous-titres : English, Italian, Spanish, Chinese (Simplified)...

Programme du cours : ce que vous apprendrez dans ce cours

Week
1
Clock
4 heures pour terminer

Products vs. Markets

How products generate value for the customer and how customers value products and their quality....
Reading
15 vidéos (Total 118 min), 6 lectures, 1 quiz
Video15 vidéos
1. Introduction to the First Dilemma: Products Vs. Markets2 min
2. Product Orientation Vs. Market Orientation: A Matter of Organizational Culture4 min
3. The Concept of Quality3 min
4. Customer Value10 min
5. From Customer Value to Value Proposition7 min
6. Food and Beverage Products as Experience Products: What That Means and Entails7 min
7. The Fundamental Role of Experts and Critics8 min
8. The Consumer Buying Decision Process11 min
9. The Customer Experience7 min
10. The Market Choice: Segmentation and Targeting9 min
11. Positioning: Making a Difference with Value Propositions7 min
12. Wrap up: Product Vs. Market3 min
Interview with Nils Hartmann of Masterchef10 min
Interview with Paolo Bongiovanni of Eataly21 min
Reading6 lectures
About the Course10 min
Grading Policy10 min
Additional Readings10 min
Basic Glossary10 min
Subtitles Download Section10 min
Slides Product vs. Market10 min
Quiz1 exercice pour s'entraîner
Products vs. Markets24 min
Week
2
Clock
2 heures pour terminer

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 vidéos (Total 94 min), 1 lecture, 1 quiz
Video9 vidéos
2. Reconciling the Dilemma: Nurture Authenticity9 min
3. Innovating Value Propositions9 min
4. Innovating throughout the Different Stages of Customers' Experience7 min
5. Product Lifecycle and Market Lifecycle11 min
6. The Value of Brands in Food & Beverage Markets11 min
7. Tradition vs. Innovation: Wrap Up3 min
Interview with Pietro Leemann - Joia Restaurant24 min
Interview with Paolo Ziliani - Berlucchi14 min
Reading1 lecture
Slides Tradition vs. Innovation10 min
Quiz1 exercice pour s'entraîner
Tradition vs. Innovation24 min
Week
3
Clock
2 heures pour terminer

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 vidéos (Total 105 min), 1 lecture, 1 quiz
Video13 vidéos
2. The Globalization of the Food and Beverage World1 min
3. Reconciling the Dilemma: Leverage on Origins5 min
4. The Variety of Consumption Practices6 min
5. Building and Managing an Image and Positioning6 min
6. The Go-To-Market Decision: Building a Distribution Network8 min
7. The Value Proposition Management: Adaptation vs. Standardization8 min
8. The Place Branding: Value of the Territory6 min
9. Wrap up: Local vs. Global2 min
Interview with Giuseppe Morici of Barilla Europe16 min
Interview with Niccolò Branca of Fratelli Branca Distillerie19 min
Interview with Sergio Morpurgo - Il Cavallante4 min
Interview with Guillermo Ariztia - Chile Pavillon, Expo 201515 min
Reading1 lecture
Slides Local vs. Global10 min
Quiz1 exercice pour s'entraîner
Local vs. Global24 min
Week
4
Clock
3 heures pour terminer

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 vidéos (Total 116 min), 1 lecture, 1 quiz
Video12 vidéos
2. Reconciling the Dilemma: When the Size Makes the Difference6 min
3. Niche Market and Mass Market: Is There One Best Strategy?12 min
4. Reaching Audiences Effectively: Managing Customer Touch Points8 min
5. Reaching Audiences Effectively: Designing Effective Storytelling4 min
6. Designing Growth Strategies7 min
7. Brand Portfolios and Brand Architectures12 min
8. Growth and Organizational Change: What They Imply and How They Interact4 min
9. Wrap Up: Small Vs. Big min
Interview with Floris Cobelens of Heineken - Managing Huge Brand Portfolios18 min
Interview with Martin Oetting of TRND - Designing a Word of Mouth Campaign18 min
Interview with Federico Grom of Grom - Start Small, Get Bigger20 min
Reading1 lecture
Slides Small vs. Big10 min
Quiz1 exercice pour s'entraîner
Small vs. Big24 min
4.8
Direction Signs

43%

a commencé une nouvelle carrière après avoir terminé ces cours
Briefcase

83%

a bénéficié d'un avantage concret dans sa carrière grâce à ce cours
Money

14%

a obtenu une augmentation de salaire ou une promotion

Meilleurs avis

par 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.

par 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!

Enseignant

Gabriele Troilo

Associate Professor
Department of Marketing

À propos de 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....

Foire Aux Questions

  • 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.

D'autres questions ? Visitez le Centre d'Aide pour les Etudiants.