Food & Beverage Management

Type product

Food & Beverage Management

Coursera (CC)
Logo van Coursera (CC)
Opleiderscore: starstarstarstar_halfstar_border 7,2 Coursera (CC) heeft een gemiddelde beoordeling van 7,2 (uit 6 ervaringen)

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Beschrijving

When you enroll for courses through Coursera you get to choose for a paid plan or for a free plan

  • Free plan: No certicification and/or audit only. You will have access to all course materials except graded items.
  • Paid plan: Commit to earning a Certificate—it's a trusted, shareable way to showcase your new skills.

About this course: 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 …

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When you enroll for courses through Coursera you get to choose for a paid plan or for a free plan

  • Free plan: No certicification and/or audit only. You will have access to all course materials except graded items.
  • Paid plan: Commit to earning a Certificate—it's a trusted, shareable way to showcase your new skills.

About this course: 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.

Created by:  Università Bocconi
  • Taught by:  Gabriele Troilo, Associate Professor

    Department of Marketing
Commitment 3-6 hours/week Language English, Subtitles: Italian, Spanish, Chinese (Simplified) How To Pass Pass all graded assignments to complete the course. User Ratings 4.7 stars Average User Rating 4.7See what learners said 课程作业

每门课程都像是一本互动的教科书,具有预先录制的视频、测验和项目。

来自同学的帮助

与其他成千上万的学生相联系,对想法进行辩论,讨论课程材料,并寻求帮助来掌握概念。

证书

获得正式认证的作业,并与朋友、同事和雇主分享您的成功。

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.

Syllabus


WEEK 1


Products vs. Markets
How products generate value for the customer and how customers value products and their quality.


15 videos, 6 readings expand


  1. Video: Food & Beverage Industry - An Introduction
  2. 阅读: About the Course
  3. 阅读: Grading Policy
  4. 阅读: Additional Readings
  5. 阅读: Basic Glossary
  6. 阅读: Subtitles Download Section
  7. 讨论提示: Ready, steady, go!
  8. 阅读: Slides Product vs. Market
  9. Video: 1. Introduction to the First Dilemma: Products Vs. Markets
  10. Video: 2. Product Orientation Vs. Market Orientation: A Matter of Organizational Culture
  11. Video: 3. The Concept of Quality
  12. Video: 4. Customer Value
  13. Video: 5. From Customer Value to Value Proposition
  14. Video: 6. Food and Beverage Products as Experience Products: What That Means and Entails
  15. Video: 7. The Fundamental Role of Experts and Critics
  16. Video: 8. The Consumer Buying Decision Process
  17. Video: 9. The Customer Experience
  18. Video: 10. The Market Choice: Segmentation and Targeting
  19. Video: 11. Positioning: Making a Difference with Value Propositions
  20. Video: 12. Wrap up: Product Vs. Market
  21. Video: Interview with Nils Hartmann of Masterchef
  22. Video: Interview with Paolo Bongiovanni of Eataly
  23. 讨论提示: What do you take home at the end of today?

Graded: Products vs. Markets

WEEK 2


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.


9 videos, 1 reading expand


  1. 阅读: Slides Tradition vs. Innovation
  2. Video: 1. Introduction to the Second Dilemma: Tradition vs. Innovation
  3. Video: 2. Reconciling the Dilemma: Nurture Authenticity
  4. Video: 3. Innovating Value Propositions
  5. Video: 4. Innovating throughout the Different Stages of Customers' Experience
  6. Video: 5. Product Lifecycle and Market Lifecycle
  7. Video: 6. The Value of Brands in Food & Beverage Markets
  8. Video: 7. Tradition vs. Innovation: Wrap Up
  9. 讨论提示: Dinner with Technology
  10. Video: Interview with Pietro Leemann - Joia Restaurant
  11. Video: Interview with Paolo Ziliani - Berlucchi

Graded: Tradition vs. Innovation

WEEK 3


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.


13 videos, 1 reading expand


  1. 阅读: Slides Local vs. Global
  2. Video: 1. Introduction to the Third Dilemma: Local vs. Global
  3. Video: 2. The Globalization of the Food and Beverage World
  4. Video: 3. Reconciling the Dilemma: Leverage on Origins
  5. Video: 4. The Variety of Consumption Practices
  6. Video: 5. Building and Managing an Image and Positioning
  7. Video: 6. The Go-To-Market Decision: Building a Distribution Network
  8. Video: 7. The Value Proposition Management: Adaptation vs. Standardization
  9. 讨论提示: Coffee vs. Coffee
  10. Video: 8. The Place Branding: Value of the Territory
  11. Video: 9. Wrap up: Local vs. Global
  12. Video: Interview with Giuseppe Morici of Barilla Europe
  13. Video: Interview with Niccolò Branca of Fratelli Branca Distillerie
  14. Video: Interview with Sergio Morpurgo - Il Cavallante
  15. Video: Interview with Guillermo Ariztia - Chile Pavillon, Expo 2015

Graded: Local vs. Global

WEEK 4


Small vs. Big
Leveraging on size to build a competitive advantage in food and beverage markets. The design of growth strategies in different markets.


12 videos, 1 reading expand


  1. 阅读: Slides Small vs. Big
  2. Video: 1. Introduction to the Fourth Dilemma: Small vs. Big
  3. Video: 2. Reconciling the Dilemma: When the Size Makes the Difference
  4. Video: 3. Niche Market and Mass Market: Is There One Best Strategy?
  5. Video: 4. Reaching Audiences Effectively: Managing Customer Touch Points
  6. Video: 5. Reaching Audiences Effectively: Designing Effective Storytelling
  7. Video: 6. Designing Growth Strategies
  8. Video: 7. Brand Portfolios and Brand Architectures
  9. Video: 8. Growth and Organizational Change: What They Imply and How They Interact
  10. Video: 9. Wrap Up: Small Vs. Big
  11. 讨论提示: Checkpoint
  12. Video: Interview with Floris Cobelens of Heineken - Managing Huge Brand Portfolios
  13. Video: Interview with Martin Oetting of TRND - Designing a Word of Mouth Campaign
  14. Video: Interview with Federico Grom of Grom - Start Small, Get Bigger

Graded: Small vs. Big

WEEK 5


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.


3 videos, 1 reading expand


  1. Video: Excellences of the Modena District - Territory and Value
  2. Video: On the role of food bloggers and critics - A conversation with the Food Blogger Katie Parla
  3. Video: New Trends of the F&B Industry - A Conversation with Katie Parla
  4. 讨论提示: Do you Agree with the Trends Identified by Katie Parla?
  5. 阅读: ACTIVITY - Let's share some local trends with our global community!

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