Acerca de este Curso
21,163 vistas recientes

100 % en línea

Comienza de inmediato y aprende a tu propio ritmo.

Fechas límite flexibles

Restablece las fechas límite en función de tus horarios.

Aprox. 11 horas para completar

Sugerido: 3-6 hours/week...

Inglés (English)

Subtítulos: Inglés (English), Italiano, Español (Spanish), Chino (simplificado)

Habilidades que obtendrás

Promotion And Marketing CommunicationsFood MarketingMarketingBrand Management

100 % en línea

Comienza de inmediato y aprende a tu propio ritmo.

Fechas límite flexibles

Restablece las fechas límite en función de tus horarios.

Aprox. 11 horas para completar

Sugerido: 3-6 hours/week...

Inglés (English)

Subtítulos: Inglés (English), Italiano, Español (Spanish), Chino (simplificado)

Programa - Qué aprenderás en este curso

Semana
1
4 horas para completar

Products vs. Markets

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

...
15 videos (Total 118 minutos), 6 readings, 1 quiz
15 videos
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 lecturas
About the Course10m
Grading Policy10m
Additional Readings10m
Basic Glossary10m
Subtitles Download Section10m
Slides Product vs. Market10m
1 ejercicio de práctica
Products vs. Markets24m
Semana
2
2 horas para completar

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 (Total 94 minutos), 1 reading, 1 quiz
9 videos
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 lectura
Slides Tradition vs. Innovation10m
1 ejercicio de práctica
Tradition vs. Innovation24m
Semana
3
2 horas para completar

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 (Total 105 minutos), 1 reading, 1 quiz
13 videos
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 lectura
Slides Local vs. Global10m
1 ejercicio de práctica
Local vs. Global24m
Semana
4
3 horas para completar

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 (Total 116 minutos), 1 reading, 1 quiz
12 videos
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 lectura
Slides Small vs. Big10m
1 ejercicio de práctica
Small vs. Big24m
4.8
267 revisionesChevron Right

45%

comenzó una nueva carrera después de completar estos cursos

37%

consiguió un beneficio tangible en su carrera profesional gracias a este curso

12%

consiguió un aumento de sueldo o ascenso

Principales revisiones sobre Food & Beverage Management

por 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.

por 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

Acerca de 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....

Preguntas Frecuentes

  • Una vez que te inscribes para obtener un Certificado, tendrás acceso a todos los videos, cuestionarios y tareas de programación (si corresponde). Las tareas calificadas por compañeros solo pueden enviarse y revisarse una vez que haya comenzado tu sesión. Si eliges explorar el curso sin comprarlo, es posible que no puedas acceder a determinadas tareas.

  • Cuando compras un Certificado, obtienes acceso a todos los materiales del curso, incluidas las tareas calificadas. Una vez que completes el curso, se añadirá tu Certificado electrónico a la página Logros. Desde allí, puedes imprimir tu Certificado o añadirlo a tu perfil de LinkedIn. Si solo quieres leer y visualizar el contenido del curso, puedes participar del curso como oyente sin costo.

¿Tienes más preguntas? Visita el Centro de Ayuda al Alumno.