Bocconi University - Food & Beverage Management
4.8 /5- Offered byCoursera
Food & Beverage Management at Coursera Overview
Duration | 13 hours |
Start from | Start Now |
Total fee | Free |
Mode of learning | Online |
Official Website | Explore Free Course  |
Credential | Certificate |
Food & Beverage Management at Coursera Highlights
- Shareable Certificate Earn a Certificate upon completion
- 100% online Start instantly and learn at your own schedule.
- Flexible deadlines Reset deadlines in accordance to your schedule.
- Approx. 13 hours to complete
- English Subtitles: Arabic, French, Portuguese (European), Chinese (Simplified), Italian, Vietnamese, German, Russian, English, Spanish
Food & Beverage Management at Coursera Course details
- 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.
Food & Beverage Management at Coursera Curriculum
Products vs. Markets
Food & Beverage Industry - An Introduction
1. Introduction to the First Dilemma: Products Vs. Markets
2. Product Orientation Vs. Market Orientation: A Matter of Organizational Culture
3. The Concept of Quality
4. Customer Value
5. From Customer Value to Value Proposition
6. Food and Beverage Products as Experience Products: What That Means and Entails
7. The Fundamental Role of Experts and Critics
8. The Consumer Buying Decision Process
9. The Customer Experience
10. The Market Choice: Segmentation and Targeting
11. Positioning: Making a Difference with Value Propositions
12. Wrap up: Product Vs. Market
Interview with Nils Hartmann of Masterchef
Interview with Paolo Bongiovanni of Eataly
About the Course
Grading Policy
Additional Readings
Basic Glossary
Subtitles Download Section
Slides Product vs. Market
Products vs. Markets
Tradition vs. Innovation
1. Introduction to the Second Dilemma: Tradition vs. Innovation
2. Reconciling the Dilemma: Nurture Authenticity
3. Innovating Value Propositions
4. Innovating throughout the Different Stages of Customers' Experience
5. Product Lifecycle and Market Lifecycle
6. The Value of Brands in Food & Beverage Markets
7. Tradition vs. Innovation: Wrap Up
Interview with Pietro Leemann - Joia Restaurant
Interview with Paolo Ziliani - Berlucchi
Slides Tradition vs. Innovation
Tradition vs. Innovation
Local vs. Global
1. Introduction to the Third Dilemma: Local vs. Global
2. The Globalization of the Food and Beverage World
3. Reconciling the Dilemma: Leverage on Origins
4. The Variety of Consumption Practices
5. Building and Managing an Image and Positioning
6. The Go-To-Market Decision: Building a Distribution Network
7. The Value Proposition Management: Adaptation vs. Standardization
8. The Place Branding: Value of the Territory
9. Wrap up: Local vs. Global
Interview with Giuseppe Morici of Barilla Europe
Interview with Niccolò Branca of Fratelli Branca Distillerie
Interview with Sergio Morpurgo - Il Cavallante
Interview with Guillermo Ariztia - Chile Pavillon, Expo 2015
Slides Local vs. Global
Local vs. Global
Small vs. Big
1. Introduction to the Fourth Dilemma: Small vs. Big
2. Reconciling the Dilemma: When the Size Makes the Difference
3. Niche Market and Mass Market: Is There One Best Strategy?
4. Reaching Audiences Effectively: Managing Customer Touch Points
5. Reaching Audiences Effectively: Designing Effective Storytelling
6. Designing Growth Strategies
7. Brand Portfolios and Brand Architectures
8. Growth and Organizational Change: What They Imply and How They Interact
9. Wrap Up: Small Vs. Big
Interview with Floris Cobelens of Heineken - Managing Huge Brand Portfolios
Interview with Martin Oetting of TRND - Designing a Word of Mouth Campaign
Interview with Federico Grom of Grom - Start Small, Get Bigger
Slides Small vs. Big
Small vs. Big
Great Insights from the Field
Excellences of the Modena District - Territory and Value
On the role of food bloggers and critics - A conversation with the Food Blogger Katie Parla
New Trends of the F&B Industry - A Conversation with Katie Parla
ACTIVITY - Let's share some local trends with our global community!
Food & Beverage Management at Coursera Admission Process
Important Dates
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