課程信息
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立即開始,按照自己的計劃學習。

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完成時間大約為11 小時

建議:3-6 hours/week...

英語(English)

字幕:英語(English), 意大利語, 西班牙語(Spanish), 中文(簡體)

您將獲得的技能

Promotion And Marketing CommunicationsFood MarketingMarketingBrand Management

100% 在線

立即開始,按照自己的計劃學習。

可靈活調整截止日期

根據您的日程表重置截止日期。

完成時間大約為11 小時

建議:3-6 hours/week...

英語(English)

字幕:英語(English), 意大利語, 西班牙語(Spanish), 中文(簡體)

教學大綱 - 您將從這門課程中學到什麼

1
完成時間為 4 小時

Products vs. Markets

How products generate value for the customer and how customers value products and their quality.

...
15 個視頻 (總計 118 分鐘), 6 個閱讀材料, 1 個測驗
15 個視頻
3. The Concept of Quality3分鐘
4. Customer Value10分鐘
5. From Customer Value to Value Proposition7分鐘
6. Food and Beverage Products as Experience Products: What That Means and Entails7分鐘
7. The Fundamental Role of Experts and Critics8分鐘
8. The Consumer Buying Decision Process11分鐘
9. The Customer Experience7分鐘
10. The Market Choice: Segmentation and Targeting9分鐘
11. Positioning: Making a Difference with Value Propositions7分鐘
12. Wrap up: Product Vs. Market3分鐘
Interview with Nils Hartmann of Masterchef10分鐘
Interview with Paolo Bongiovanni of Eataly21分鐘
6 個閱讀材料
About the Course10分鐘
Grading Policy10分鐘
Additional Readings10分鐘
Basic Glossary10分鐘
Subtitles Download Section10分鐘
Slides Product vs. Market10分鐘
1 個練習
Products vs. Markets24分鐘
2
完成時間為 2 小時

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.

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9 個視頻 (總計 94 分鐘), 1 個閱讀材料, 1 個測驗
9 個視頻
4. Innovating throughout the Different Stages of Customers' Experience7分鐘
5. Product Lifecycle and Market Lifecycle11分鐘
6. The Value of Brands in Food & Beverage Markets11分鐘
7. Tradition vs. Innovation: Wrap Up3分鐘
Interview with Pietro Leemann - Joia Restaurant24分鐘
Interview with Paolo Ziliani - Berlucchi14分鐘
1 個閱讀材料
Slides Tradition vs. Innovation10分鐘
1 個練習
Tradition vs. Innovation24分鐘
3
完成時間為 2 小時

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.

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13 個視頻 (總計 105 分鐘), 1 個閱讀材料, 1 個測驗
13 個視頻
4. The Variety of Consumption Practices6分鐘
5. Building and Managing an Image and Positioning6分鐘
6. The Go-To-Market Decision: Building a Distribution Network8分鐘
7. The Value Proposition Management: Adaptation vs. Standardization8分鐘
8. The Place Branding: Value of the Territory6分鐘
9. Wrap up: Local vs. Global2分鐘
Interview with Giuseppe Morici of Barilla Europe16分鐘
Interview with Niccolò Branca of Fratelli Branca Distillerie19分鐘
Interview with Sergio Morpurgo - Il Cavallante4分鐘
Interview with Guillermo Ariztia - Chile Pavillon, Expo 201515分鐘
1 個閱讀材料
Slides Local vs. Global10分鐘
1 個練習
Local vs. Global24分鐘
4
完成時間為 3 小時

Small vs. Big

Leveraging on size to build a competitive advantage in food and beverage markets. The design of growth strategies in different markets.

...
12 個視頻 (總計 116 分鐘), 1 個閱讀材料, 1 個測驗
12 個視頻
4. Reaching Audiences Effectively: Managing Customer Touch Points8分鐘
5. Reaching Audiences Effectively: Designing Effective Storytelling4分鐘
6. Designing Growth Strategies7分鐘
7. Brand Portfolios and Brand Architectures12分鐘
8. Growth and Organizational Change: What They Imply and How They Interact4分鐘
9. Wrap Up: Small Vs. Big55
Interview with Floris Cobelens of Heineken - Managing Huge Brand Portfolios18分鐘
Interview with Martin Oetting of TRND - Designing a Word of Mouth Campaign18分鐘
Interview with Federico Grom of Grom - Start Small, Get Bigger20分鐘
1 個閱讀材料
Slides Small vs. Big10分鐘
1 個練習
Small vs. Big24分鐘
4.8
267 個審閱Chevron Right

45%

完成這些課程後已開始新的職業生涯

37%

通過此課程獲得實實在在的工作福利

12%

加薪或升職

來自食品和饮料管理的熱門評論

創建者 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.

創建者 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!

講師

Avatar

Gabriele Troilo

Associate Professor
Department of Marketing

關於 博科尼大学

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....

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