About this Course
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지금 바로 시작해 나만의 일정에 따라 학습을 진행하세요.

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완료하는 데 약 11시간 필요

권장: 3-6 hours/week...

영어

자막: 영어, 이탈리아어, 스페인어, 중국어 (간체자)

귀하가 습득할 기술

Promotion And Marketing CommunicationsFood MarketingMarketingBrand Management

100% 온라인

지금 바로 시작해 나만의 일정에 따라 학습을 진행하세요.

탄력적인 마감일

일정에 따라 마감일을 재설정합니다.

완료하는 데 약 11시간 필요

권장: 3-6 hours/week...

영어

자막: 영어, 이탈리아어, 스페인어, 중국어 (간체자)

강의 계획 - 이 강좌에서 배울 내용

1
완료하는 데 4시간 필요

Products vs. Markets

How products generate value for the customer and how customers value products and their quality....
15 videos (Total 118 min), 6 readings, 1 quiz
15개의 동영상
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
6개의 읽기 자료
About the Course10m
Grading Policy10m
Additional Readings10m
Basic Glossary10m
Subtitles Download Section10m
Slides Product vs. Market10m
1개 연습문제
Products vs. Markets24m
2
완료하는 데 2시간 필요

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 min), 1 reading, 1 quiz
9개의 동영상
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
1개의 읽기 자료
Slides Tradition vs. Innovation10m
1개 연습문제
Tradition vs. Innovation24m
3
완료하는 데 2시간 필요

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 min), 1 reading, 1 quiz
13개의 동영상
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
1개의 읽기 자료
Slides Local vs. Global10m
1개 연습문제
Local vs. Global24m
4
완료하는 데 3시간 필요

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 min), 1 reading, 1 quiz
12개의 동영상
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. Big55
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
1개의 읽기 자료
Slides Small vs. Big10m
1개 연습문제
Small vs. Big24m
5
완료하는 데 2시간 필요

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 (Total 93 min), 1 reading
3개의 동영상
On the role of food bloggers and critics - A conversation with the Food Blogger Katie Parla28m
New Trends of the F&B Industry - A Conversation with Katie Parla16m
1개의 읽기 자료
ACTIVITY - Let's share some local trends with our global community!10m
4.8
266개의 리뷰Chevron Right

45%

이 강좌를 수료한 후 새로운 경력 시작하기

37%

이 강좌를 통해 확실한 경력상 이점 얻기

12%

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최상위 리뷰

대학: 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.

대학: 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!

강사

Avatar

Gabriele Troilo

Associate Professor
Department of Marketing

보코니 대학 정보

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....

자주 묻는 질문

  • 강좌에 등록하면 바로 모든 비디오, 테스트 및 프로그래밍 과제(해당하는 경우)에 접근할 수 있습니다. 상호 첨삭 과제는 이 세션이 시작된 경우에만 제출하고 검토할 수 있습니다. 강좌를 구매하지 않고 살펴보기만 하면 특정 과제에 접근하지 못할 수 있습니다.

  • 수료증을 구매하면 성적 평가 과제를 포함한 모든 강좌 자료에 접근할 수 있습니다. 강좌를 완료하면 전자 수료증이 성취도 페이지에 추가되며, 해당 페이지에서 수료증을 인쇄하거나 LinkedIn 프로필에 수료증을 추가할 수 있습니다. 강좌 콘텐츠만 읽고 살펴보려면 해당 강좌를 무료로 청강할 수 있습니다.

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