课程信息
4.8
869 ratings
234 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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100% 在线课程

立即开始,按照自己的计划学习。
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建议:3-6 hours/week

完成时间大约为11 小时
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English

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

您将获得的技能

Promotion And Marketing CommunicationsFood MarketingMarketingBrand Management
Globe

100% 在线课程

立即开始,按照自己的计划学习。
Calendar

可灵活调整截止日期

根据您的日程表重置截止日期。
Clock

建议:3-6 hours/week

完成时间大约为11 小时
Comment Dots

English

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

教学大纲 - 您将从这门课程中学到什么

1

章节
Clock
完成时间为 4 小时

Products vs. Markets

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

2

章节
Clock
完成时间为 2 小时

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 个视频(共 94 分钟), 1 个阅读材料, 1 个测验
Video9 个视频
2. Reconciling the Dilemma: Nurture Authenticity9分钟
3. Innovating Value Propositions9分钟
4. Innovating throughout the Different Stages of Customers' Experience7分钟
5. Product Lifecycle and Market Lifecycle11分钟
6. The Value of Brands in Food & Beverage Markets11分钟
7. Tradition vs. Innovation: Wrap Up3分钟
Interview with Pietro Leemann - Joia Restaurant24分钟
Interview with Paolo Ziliani - Berlucchi14分钟
Reading1 个阅读材料
Slides Tradition vs. Innovation10分钟
Quiz1 个练习
Tradition vs. Innovation24分钟

3

章节
Clock
完成时间为 2 小时

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 个视频(共 105 分钟), 1 个阅读材料, 1 个测验
Video13 个视频
2. The Globalization of the Food and Beverage World1分钟
3. Reconciling the Dilemma: Leverage on Origins5分钟
4. The Variety of Consumption Practices6分钟
5. Building and Managing an Image and Positioning6分钟
6. The Go-To-Market Decision: Building a Distribution Network8分钟
7. The Value Proposition Management: Adaptation vs. Standardization8分钟
8. The Place Branding: Value of the Territory6分钟
9. Wrap up: Local vs. Global2分钟
Interview with Giuseppe Morici of Barilla Europe16分钟
Interview with Niccolò Branca of Fratelli Branca Distillerie19分钟
Interview with Sergio Morpurgo - Il Cavallante4分钟
Interview with Guillermo Ariztia - Chile Pavillon, Expo 201515分钟
Reading1 个阅读材料
Slides Local vs. Global10分钟
Quiz1 个练习
Local vs. Global24分钟

4

章节
Clock
完成时间为 3 小时

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

43%

完成这些课程后已开始新的职业生涯
Briefcase

83%

通过此课程获得实实在在的工作福利
Money

14%

加薪或升职

热门审阅

创建者 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.

创建者 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!

讲师

Gabriele Troilo

Associate Professor
Department of Marketing

关于 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....

常见问题

  • 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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