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Quick Facts
| Medium Of Instructions | Mode Of Learning | Mode Of Delivery |
|---|---|---|
| English | Self Study | Video and Text Based |
Courses and Certificate Fees
| Fees Informations | Certificate Availability | Certificate Providing Authority |
|---|---|---|
| INR 2206 | yes | Coursera |
The Syllabus
Videos
- Food & Beverage Industry - An Introduction
- Introduction to the First Dilemma: Products Vs. Markets
- Product Orientation Vs. Market Orientation: A Matter of Organizational Culture
- The Concept of Quality
- Customer Value
- From Customer Value to Value Proposition
- Food and Beverage Products as Experience Products: What That Means and Entails
- The Fundamental Role of Experts and Critics
- The Consumer Buying Decision Process
- The Customer Experience
- The Market Choice: Segmentation and Targeting
- Positioning: Making a Difference with Value Propositions
- Wrap up: Product Vs. Market
- Interview with Nils Hartmann of Masterchef
- Interview with Paolo Bongiovanni of Eataly
Readings
- About the Course
- Grading Policy
- Additional Readings
- Basic Glossary
- Subtitles Download Section
- Slides Product vs. Market
Practice Exercise
- Products vs. Markets
Videos
- Introduction to the Second Dilemma: Tradition vs. Innovation
- Reconciling the Dilemma: Nurture Authenticity
- Innovating Value Propositions
- Innovating throughout the Different Stages of Customers' Experience
- Product Lifecycle and Market Lifecycle
- The Value of Brands in Food & Beverage Markets
- Tradition vs. Innovation: Wrap Up
- Interview with Pietro Leemann - Joia Restaurant
- Interview with Paolo Ziliani - Berlucchi
Reading
- Slides Tradition vs. Innovation
Practice Exercise
- Tradition vs. Innovation
Videos
- Introduction to the Third Dilemma: Local vs. Global
- The Globalization of the Food and Beverage World
- Reconciling the Dilemma: Leverage on Origins
- The Variety of Consumption Practices
- Building and Managing an Image and Positioning
- The Go-To-Market Decision: Building a Distribution Network
- The Value Proposition Management: Adaptation vs. Standardization
- The Place Branding: Value of the Territory
- Wrap up: Local vs. Global
- Interview with Giuseppe Morici of Barilla Europe
- Interview with Niccolò Branca of Fratelli Branca Distillerie
- Interview with Sergio Morpurgo - Il Cavallante
- Interview with Guillermo Ariztia - Chile Pavillon, Expo 2015
Reading
- Slides Local vs. Global
Practice Exercise
- Local vs. Global
Videos
- Introduction to the Fourth Dilemma: Small vs. Big
- Reconciling the Dilemma: When the Size Makes the Difference
- Niche Market and Mass Market: Is There One Best Strategy?
- Reaching Audiences Effectively: Managing Customer Touch Points
- Reaching Audiences Effectively: Designing Effective Storytelling
- Designing Growth Strategies
- Brand Portfolios and Brand Architectures
- Growth and Organizational Change: What They Imply and How They Interact
- Wrap Up: Small Vs. Big
- Interview with Floris Cobelens of Heineken - Managing Huge Brand Portfolios
- Interview with Martin Oetting of TRND - Designing a Word of Mouth Campaign
- Interview with Federico Grom of Grom - Start Small, Get Bigger
Reading
- Slides Small vs. Big
Practice Exercise
- Small vs. Big
Videos
- Excellences of the Modena District - Territory and Value
- On the role of food bloggers and critics - A conversation with the Food Blogger Katie Parla
- New Trends of the F&B Industry - A Conversation with Katie Parla
Reading
- ACTIVITY - Let's share some local trends with our global community!
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