About this Course
4.8
912 ratings
241 reviews
100% online

100% online

Start instantly and learn at your own schedule.
Flexible deadlines

Flexible deadlines

Reset deadlines in accordance to your schedule.
Hours to complete

Approx. 11 hours to complete

Suggested: 3-6 hours/week...
Available languages

English

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

Skills you will gain

Promotion And Marketing CommunicationsFood MarketingMarketingBrand Management
100% online

100% online

Start instantly and learn at your own schedule.
Flexible deadlines

Flexible deadlines

Reset deadlines in accordance to your schedule.
Hours to complete

Approx. 11 hours to complete

Suggested: 3-6 hours/week...
Available languages

English

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

Syllabus - What you will learn from this course

Week
1
Hours to complete
4 hours to complete

Products vs. Markets

How products generate value for the customer and how customers value products and their quality....
Reading
15 videos (Total 118 min), 6 readings, 1 quiz
Video15 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
Reading6 readings
About the Course10m
Grading Policy10m
Additional Readings10m
Basic Glossary10m
Subtitles Download Section10m
Slides Product vs. Market10m
Quiz1 practice exercise
Products vs. Markets24m
Week
2
Hours to complete
2 hours to complete

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....
Reading
9 videos (Total 94 min), 1 reading, 1 quiz
Video9 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
Reading1 reading
Slides Tradition vs. Innovation10m
Quiz1 practice exercise
Tradition vs. Innovation24m
Week
3
Hours to complete
2 hours to complete

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....
Reading
13 videos (Total 105 min), 1 reading, 1 quiz
Video13 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
Reading1 reading
Slides Local vs. Global10m
Quiz1 practice exercise
Local vs. Global24m
Week
4
Hours to complete
3 hours to complete

Small vs. Big

Leveraging on size to build a competitive advantage in food and beverage markets. The design of growth strategies in different markets....
Reading
12 videos (Total 116 min), 1 reading, 1 quiz
Video12 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. Bigm
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
Reading1 reading
Slides Small vs. Big10m
Quiz1 practice exercise
Small vs. Big24m
4.8
241 ReviewsChevron Right
Career direction

43%

started a new career after completing these courses
Career Benefit

83%

got a tangible career benefit from this course
Career promotion

14%

got a pay increase or promotion

Top Reviews

By MMJun 28th 2016

Excellent course, a very good instructor using good examples and clear explanations. I also enjoyed the interviews, the quality of the production used to develop the videos and the great locations.

By APJan 31st 2017

This course is definitely an informative food and beverage management course, and helped me learn a lot about restaurant management ideals and brand name management. Thank you Bocconi University!

Instructor

Avatar

Gabriele Troilo

Associate Professor
Department of Marketing

About 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....

Frequently Asked Questions

  • Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.

  • When you purchase a Certificate you get access to all course materials, including graded assignments. Upon completing the course, your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.

More questions? Visit the Learner Help Center.