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Food & Beverage Management
  • Level Foundation
  • Duration 14 hours
  • Course by Università Bocconi
  • Offered by

About

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.

Modules

Introduction to the Course & Kick Off Material

    • 1 Videos
    • 5 Readings
    • 1 Discussion
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1 Discussions

  • Ready, steady, go!

1 Videos

  • Food & Beverage Industry - An Introduction

5 Readings

  • About the Course
  • Grading Policy
  • Additional Readings
  • Basic Glossary
  • Subtitles Download Section

Study Material Week 1 | Products vs. Markets

    • 1 Readings
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1 Readings

  • Slides Product vs. Market

Video Lectures Week 1

    • 12 Videos
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12 Videos

  • 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

Interviews

    • 2 Videos
    • 1 Discussion
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1 Discussions

  • What do you take home at the end of today?

2 Videos

  • Interview with Nils Hartmann of Masterchef
  • Interview with Paolo Bongiovanni of Eataly

Quiz

    • 1 Assignment
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1 Assignment

  • Products vs. Markets

Study Material

    • 1 Readings
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1 Readings

  • Slides Tradition vs. Innovation

Video Lectures

    • 7 Videos
    • 1 Discussion
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1 Discussions

  • Dinner with Technology

7 Videos

  • 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

Interviews

    • 2 Videos
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2 Videos

  • Interview with Pietro Leemann - Joia Restaurant
  • Interview with Paolo Ziliani - Berlucchi

Quiz

    • 1 Assignment
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1 Assignment

  • Tradition vs. Innovation

Study Material

    • 1 Readings
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1 Readings

  • Slides Local vs. Global

Video Lectures

    • 9 Videos
    • 1 Discussion
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1 Discussions

  • Coffee vs. Coffee

9 Videos

  • 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

Interviews

    • 4 Videos
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4 Videos

  • 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

Quiz

    • 1 Assignment
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1 Assignment

  • Local vs. Global

Study Material

    • 1 Readings
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1 Readings

  • Slides Small vs. Big

Video Lectures

    • 9 Videos
    • 1 Discussion
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1 Discussions

  • Checkpoint

9 Videos

  • 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

Interviews

    • 3 Videos
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3 Videos

  • 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

Quiz

    • 1 Assignment
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1 Assignment

  • Small vs. Big

Modena Documentary

    • 1 Videos
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1 Videos

  • Excellences of the Modena District - Territory and Value

Katie Parla - food blogger

    • 2 Videos
    • 1 Readings
    • 1 Discussion
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1 Discussions

  • Do you Agree with the Trends Identified by Katie Parla?

2 Videos

  • 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

1 Readings

  • ACTIVITY - Let's share some local trends with our global community!

Auto Summary

Discover the complexities of managing food and beverage businesses with this engaging course on Food & Beverage Management. Led by industry expert Nils Hartmann, this course delves into contemporary challenges, offering models and tools to help you thrive in this dynamic sector. Spanning four modules, it includes video lectures, guest speaker insights, quizzes, and forums. Ideal for aspiring managers and entrepreneurs, it provides a comprehensive foundation in the field. Available on Coursera with Starter and Professional subscription options, this 840-minute course promises to enhance your expertise and competitive edge.

Gabriele Troilo
Instructor

Gabriele Troilo