Informações sobre o curso
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.
Globe

curso 100% online

Comece imediatamente e aprenda em seu próprio cronograma.
Clock

Aprox. 11 horas restantes

Sugerido: 3-6 hours/week
Comment Dots

English

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

Habilidades que você terá

Brand ManagementMarketingMarketing StrategyStrategic Management
Globe

curso 100% online

Comece imediatamente e aprenda em seu próprio cronograma.
Clock

Aprox. 11 horas restantes

Sugerido: 3-6 hours/week
Comment Dots

English

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

Syllabus - What you will learn from this course

1

Section
Clock
4 hours to complete

Products vs. Markets

How products generate value for the customer and how customers value products and their quality....
Reading
15 videos (Total 118 min), 6 readings, 1 quiz
Video15 videos
1. Introduction to the First Dilemma: Products Vs. Markets2m
2. Product Orientation Vs. Market Orientation: A Matter of Organizational Culture4m
3. The Concept of Quality3m
4. Customer Value10m
5. From Customer Value to Value Proposition7m
6. Food and Beverage Products as Experience Products: What That Means and Entails7m
7. The Fundamental Role of Experts and Critics8m
8. The Consumer Buying Decision Process11m
9. The Customer Experience7m
10. The Market Choice: Segmentation and Targeting9m
11. Positioning: Making a Difference with Value Propositions7m
12. Wrap up: Product Vs. Market3m
Interview with Nils Hartmann of Masterchef10m
Interview with Paolo Bongiovanni of Eataly21m
Reading6 readings
About the Course10m
Grading Policy10m
Additional Readings10m
Basic Glossary10m
Subtitles Download Section10m
Slides Product vs. Market10m
Quiz1 practice exercises
Products vs. Markets24m

2

Section
Clock
2 hours to complete

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 videos (Total 94 min), 1 reading, 1 quiz
Video9 videos
2. Reconciling the Dilemma: Nurture Authenticity9m
3. Innovating Value Propositions9m
4. Innovating throughout the Different Stages of Customers' Experience7m
5. Product Lifecycle and Market Lifecycle11m
6. The Value of Brands in Food & Beverage Markets11m
7. Tradition vs. Innovation: Wrap Up3m
Interview with Pietro Leemann - Joia Restaurant24m
Interview with Paolo Ziliani - Berlucchi14m
Reading1 readings
Slides Tradition vs. Innovation10m
Quiz1 practice exercises
Tradition vs. Innovation24m

3

Section
Clock
2 hours to complete

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 videos (Total 105 min), 1 reading, 1 quiz
Video13 videos
2. The Globalization of the Food and Beverage World1m
3. Reconciling the Dilemma: Leverage on Origins5m
4. The Variety of Consumption Practices6m
5. Building and Managing an Image and Positioning6m
6. The Go-To-Market Decision: Building a Distribution Network8m
7. The Value Proposition Management: Adaptation vs. Standardization8m
8. The Place Branding: Value of the Territory6m
9. Wrap up: Local vs. Global2m
Interview with Giuseppe Morici of Barilla Europe16m
Interview with Niccolò Branca of Fratelli Branca Distillerie19m
Interview with Sergio Morpurgo - Il Cavallante4m
Interview with Guillermo Ariztia - Chile Pavillon, Expo 201515m
Reading1 readings
Slides Local vs. Global10m
Quiz1 practice exercises
Local vs. Global24m

4

Section
Clock
3 hours to complete

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 videos (Total 116 min), 1 reading, 1 quiz
Video12 videos
2. Reconciling the Dilemma: When the Size Makes the Difference6m
3. Niche Market and Mass Market: Is There One Best Strategy?12m
4. Reaching Audiences Effectively: Managing Customer Touch Points8m
5. Reaching Audiences Effectively: Designing Effective Storytelling4m
6. Designing Growth Strategies7m
7. Brand Portfolios and Brand Architectures12m
8. Growth and Organizational Change: What They Imply and How They Interact4m
9. Wrap Up: Small Vs. Big0m
Interview with Floris Cobelens of Heineken - Managing Huge Brand Portfolios18m
Interview with Martin Oetting of TRND - Designing a Word of Mouth Campaign18m
Interview with Federico Grom of Grom - Start Small, Get Bigger20m
Reading1 readings
Slides Small vs. Big10m
Quiz1 practice exercises
Small vs. Big24m

5

Section
Clock
2 hours to complete

Great Insights from the Field

Here you can find some additional material to let you discover some practical insights of the food and beverage world....
Reading
3 videos (Total 93 min), 1 reading
Video3 videos
On the role of food bloggers and critics - A conversation with the Food Blogger Katie Parla28m
New Trends of the F&B Industry - A Conversation with Katie Parla16m
Reading1 readings
ACTIVITY - Let's share some local trends with our global community!10m
4.8
Direction Signs

43%

started a new career after completing these courses
Briefcase

83%

got a tangible career benefit from this course
Money

14%

got a pay increase or promotion

Top Reviews

By MAApr 13th 2017

Thanks Bocconi for this course. So helpful for those who wants to create a business in F&B Industry. It helped me a lot to clarify my ideas and develop a better plan for the near future. GRAZIE MILLE!

By FPJun 6th 2017

Great course for those who are interested in the Food and Beverage market. I highly recomend it, the way the profesor guides you interacts with actual business models etc is great. Thank you Coursera.

Instructor

Avatar

Gabriele Troilo

Associate Professor

About 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....

Frequently Asked Questions

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