Informações sobre o curso
4.8
846 ratings
232 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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cursos 100% online

Comece imediatamente e aprenda em seu próprio cronograma.
Calendar

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.
Clock

Sugerido: 3-6 hours/week

Aprox. 11 horas restantes
Comment Dots

English

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

Habilidades que você terá

Food MarketingBrand ManagementMarketingMarketing Strategy
Globe

cursos 100% online

Comece imediatamente e aprenda em seu próprio cronograma.
Calendar

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.
Clock

Sugerido: 3-6 hours/week

Aprox. 11 horas restantes
Comment Dots

English

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

Programa - O que você aprenderá com este curso

1

Seção
Clock
4 horas para concluir

Products vs. Markets

How products generate value for the customer and how customers value products and their quality....
Reading
15 vídeos (Total de 118 min), 6 leituras, 1 teste
Video15 videos
1. Introduction to the First Dilemma: Products Vs. Markets2min
2. Product Orientation Vs. Market Orientation: A Matter of Organizational Culture4min
3. The Concept of Quality3min
4. Customer Value10min
5. From Customer Value to Value Proposition7min
6. Food and Beverage Products as Experience Products: What That Means and Entails7min
7. The Fundamental Role of Experts and Critics8min
8. The Consumer Buying Decision Process11min
9. The Customer Experience7min
10. The Market Choice: Segmentation and Targeting9min
11. Positioning: Making a Difference with Value Propositions7min
12. Wrap up: Product Vs. Market3min
Interview with Nils Hartmann of Masterchef10min
Interview with Paolo Bongiovanni of Eataly21min
Reading6 leituras
About the Course10min
Grading Policy10min
Additional Readings10min
Basic Glossary10min
Subtitles Download Section10min
Slides Product vs. Market10min
Quiz1 exercício prático
Products vs. Markets24min

2

Seção
Clock
2 horas para concluir

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 vídeos (Total de 94 min), 1 leitura, 1 teste
Video9 videos
2. Reconciling the Dilemma: Nurture Authenticity9min
3. Innovating Value Propositions9min
4. Innovating throughout the Different Stages of Customers' Experience7min
5. Product Lifecycle and Market Lifecycle11min
6. The Value of Brands in Food & Beverage Markets11min
7. Tradition vs. Innovation: Wrap Up3min
Interview with Pietro Leemann - Joia Restaurant24min
Interview with Paolo Ziliani - Berlucchi14min
Reading1 leituras
Slides Tradition vs. Innovation10min
Quiz1 exercício prático
Tradition vs. Innovation24min

3

Seção
Clock
2 horas para concluir

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 vídeos (Total de 105 min), 1 leitura, 1 teste
Video13 videos
2. The Globalization of the Food and Beverage World1min
3. Reconciling the Dilemma: Leverage on Origins5min
4. The Variety of Consumption Practices6min
5. Building and Managing an Image and Positioning6min
6. The Go-To-Market Decision: Building a Distribution Network8min
7. The Value Proposition Management: Adaptation vs. Standardization8min
8. The Place Branding: Value of the Territory6min
9. Wrap up: Local vs. Global2min
Interview with Giuseppe Morici of Barilla Europe16min
Interview with Niccolò Branca of Fratelli Branca Distillerie19min
Interview with Sergio Morpurgo - Il Cavallante4min
Interview with Guillermo Ariztia - Chile Pavillon, Expo 201515min
Reading1 leituras
Slides Local vs. Global10min
Quiz1 exercício prático
Local vs. Global24min

4

Seção
Clock
3 horas para concluir

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 vídeos (Total de 116 min), 1 leitura, 1 teste
Video12 videos
2. Reconciling the Dilemma: When the Size Makes the Difference6min
3. Niche Market and Mass Market: Is There One Best Strategy?12min
4. Reaching Audiences Effectively: Managing Customer Touch Points8min
5. Reaching Audiences Effectively: Designing Effective Storytelling4min
6. Designing Growth Strategies7min
7. Brand Portfolios and Brand Architectures12min
8. Growth and Organizational Change: What They Imply and How They Interact4min
9. Wrap Up: Small Vs. Bigmin
Interview with Floris Cobelens of Heineken - Managing Huge Brand Portfolios18min
Interview with Martin Oetting of TRND - Designing a Word of Mouth Campaign18min
Interview with Federico Grom of Grom - Start Small, Get Bigger20min
Reading1 leituras
Slides Small vs. Big10min
Quiz1 exercício prático
Small vs. Big24min
4.8
Direction Signs

43%

comecei uma nova carreira após concluir estes cursos
Briefcase

83%

consegui um benefício significativo de carreira com este curso
Money

14%

recebi um aumento ou promoção

Melhores avaliações

por 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.

por 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!

Instrutores

Gabriele Troilo

Associate Professor
Department of Marketing

Sobre 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....

Perguntas Frequentes – FAQ

  • 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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