課程信息
4.8
873 ratings
236 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% 在線課程

立即開始,按照自己的計劃學習。
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建議:3-6 hours/week

完成時間大約為11 小時
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English

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

您將獲得的技能

Promotion And Marketing CommunicationsFood MarketingMarketingBrand Management
Globe

100% 在線課程

立即開始,按照自己的計劃學習。
Calendar

可靈活調整截止日期

根據您的日程表重置截止日期。
Clock

建議:3-6 hours/week

完成時間大約為11 小時
Comment Dots

English

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

教學大綱 - 您將從這門課程中學到什麼

1

章節
Clock
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....
Reading
15 個視頻(共 118 分鐘), 6 個閱讀材料, 1 個測驗
Video15 個視頻
1. Introduction to the First Dilemma: Products Vs. Markets2分鐘
2. Product Orientation Vs. Market Orientation: A Matter of Organizational Culture4分鐘
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
Reading6 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
Quiz1 個練習
Products vs. Markets24分鐘

2

章節
Clock
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....
Reading
9 個視頻(共 94 分鐘), 1 個閱讀材料, 1 個測驗
Video9 個視頻
2. Reconciling the Dilemma: Nurture Authenticity9分鐘
3. Innovating Value Propositions9分鐘
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
Reading1 個閱讀材料
Slides Tradition vs. Innovation10分鐘
Quiz1 個練習
Tradition vs. Innovation24分鐘

3

章節
Clock
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....
Reading
13 個視頻(共 105 分鐘), 1 個閱讀材料, 1 個測驗
Video13 個視頻
2. The Globalization of the Food and Beverage World1分鐘
3. Reconciling the Dilemma: Leverage on Origins5分鐘
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
Reading1 個閱讀材料
Slides Local vs. Global10分鐘
Quiz1 個練習
Local vs. Global24分鐘

4

章節
Clock
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....
Reading
12 個視頻(共 116 分鐘), 1 個閱讀材料, 1 個測驗
Video12 個視頻
2. Reconciling the Dilemma: When the Size Makes the Difference6分鐘
3. Niche Market and Mass Market: Is There One Best Strategy?12分鐘
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. Big分鐘
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
Reading1 個閱讀材料
Slides Small vs. Big10分鐘
Quiz1 個練習
Small vs. Big24分鐘
4.8
Direction Signs

43%

完成這些課程後已開始新的職業生涯
Briefcase

83%

通過此課程獲得實實在在的工作福利
Money

14%

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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

Gabriele Troilo

Associate Professor
Department of Marketing

關於 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....

常見問題

  • 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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