Managing a company in the food and beverage industry is a fascinating task.
Food and beverage products are so deeply rooted in the culture of most countries that making and selling them is not only a matter of making and selling good and tasty products, but products that nurture people's body, soul, and heart. Given this, it's not difficult to see that the task quickly becomes complex.
The objective of this course is twofold: first, we will focus on contemporary challenges that managers and entrepreneurs in food and beverage businesses should be able to face; and second, we will provide models and tools to design and implement appropriate courses of action to satisfy customers and build an advantage over the competition.
This course is made up of four modules and an introduction, each exploring one dilemma that food and beverage companies face. You will be presented with a set of video lectures and guest speakers. These lectures combine an accessible introduction to specific topics integrated with interviews of managers and experts that will give precious insights and examples to the participants.
To enhance your learning experience with us, we will make a Documentary on the Excellences of the Modena District available for you, which is in a format that we have developed specifically for this course in order to give you the chance to experience first-hand the territory as our on-campus students usually do.
Each module is paired with an evaluated quiz and weekly discussion forums to reflect on the variety of the F&B world, its complexity, and the power of the network that we will build together during the course.
Successful completion of the quizzes is required for a course certificate as explained in the Grading Policy.
Below the guest speakers of the course:
Masterchef Italia Sky – Nils Hartmann, Head of Movie Channels at Sky Italia – www.masterchef.sky.it
Eataly - Paolo Bongiovanni, Marketing Director Italy – www.eataly.net
Berlucchi – Paolo Ziliani, Owner – www.berlucchi.it
Joia Restaurant – Alta Cucina Naturale – Pietro Leemann, Owner and Chef – www.joia.it
Branca – Nicolò Branca, Owner – www.branca.it
Barilla – Giuseppe Morici, President Region Europe – www.barilla.com
Proyecto Expo 2015 Chile – Guillermo Ariztia, Chile Pavillon Director – www.expomilan.cl
Winery Il Cavallante, Milano – Sergio Morpurgo, Owner
Heineken – Floris Cobelens, Marketing Director – www.heineken.com
TRDN – Martin Oetting, Managing Director – www.trnd.com
GROM – Federico Grom, Owner and Founder – www.grom.it/en
Tetra Pak – Matthew Hatton, Director Competitor Intelligence – www.tetrapak.com
BioHombre – Matteo Panini, CEO – www.hombre.it
Acetaia Maletti – Carmen & Claudio Maletti
Cantine Riunite & CIV – Vanni Lusetti, CEO; Francesca Benini, Sales & Marketing Manager; Elena Lottici, Export Manager; Mario Vandi, Brand Manager – www.riunite.it
GlemGas – Marco Guerzoni, Program Product Manager – www.glemgas.com
Bibendum Catering – LaFranceschetta58 – Sabrina Lazzereschi & Marta Pulini, Owners and Founders – www.bibendumcatering.it , www.franceschetta58.it
DISCLAIMER - Since most of the videos are conducted with those whose native language is not English, we have decided to sometimes preserve their more emphatic speech to keep a tighter match between the audio and the subtitles.
Products vs. Markets How products generate value for the customer and how customers value products and their quality.
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.
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.
Small vs. Big Leveraging on size to build a competitive advantage in food and beverage markets. The design of growth strategies in different markets.
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.
Marjoleincompleted this course and found the course difficulty to be easy.
I liked the overview over the food and beverage business. I also liked the qaulity of the video production and the slides. The questions where quite easy. And I would have liked it better if there would have been more discussion on the forum. For instance by making the final assignement mandatory.