About this Course

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Learner Career Outcomes

47%

started a new career after completing these courses

38%

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

Skills you will gain

Promotion And Marketing CommunicationsFood MarketingMarketingBrand Management

Learner Career Outcomes

47%

started a new career after completing these courses

38%

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

Offered by

Università Bocconi logo

Università Bocconi

Syllabus - What you will learn from this course

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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. Markets24m
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. Innovation24m
Week
3

Week 3

2 hours to complete

Local vs. Global

2 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. Global24m
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. Big24m

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