About this Course

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Learner Career Outcomes

44%

started a new career after completing these courses

32%

got a tangible career benefit from this course
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

Skills you will gain

Promotion And Marketing CommunicationsFood MarketingMarketingBrand Management

Learner Career Outcomes

44%

started a new career after completing these courses

32%

got a tangible career benefit from this course
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

Offered by

Placeholder

Università Bocconi

Syllabus - What you will learn from this course

Content RatingThumbs Up98%(9,448 ratings)Info
Week
1

Week 1

4 hours to complete

Products vs. Markets

4 hours to complete
15 videos (Total 118 min), 6 readings, 1 quiz
15 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
6 readings
About the Course10m
Grading Policy10m
Additional Readings10m
Basic Glossary10m
Subtitles Download Section10m
Slides Product vs. Market10m
1 practice exercise
Products vs. Markets30m
Week
2

Week 2

2 hours to complete

Tradition vs. Innovation

2 hours to complete
9 videos (Total 94 min), 1 reading, 1 quiz
9 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
1 reading
Slides Tradition vs. Innovation10m
1 practice exercise
Tradition vs. Innovation30m
Week
3

Week 3

3 hours to complete

Local vs. Global

3 hours to complete
13 videos (Total 105 min), 1 reading, 1 quiz
13 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
1 reading
Slides Local vs. Global10m
1 practice exercise
Local vs. Global30m
Week
4

Week 4

3 hours to complete

Small vs. Big

3 hours to complete
12 videos (Total 116 min), 1 reading, 1 quiz
12 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. Big55s
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
1 reading
Slides Small vs. Big10m
1 practice exercise
Small vs. Big30m

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