Mission and learning objectives
The mission of the Master of Management in Food & Beverage is to form and prepare specialized managers, giving them the opportunity to grow with specific and unique knowledge and to strengthen their sensibility and culture in the F&B and Food Service & Hospitality industries.
The main objectives of the program are:
- To deliver a business foundation with an entrepreneurial approach
- To increase managerial awareness with management knowledge
- To develop a strong understanding of the industry
- To build a strong personal competitive advantage
- To transfer knowledge and experience from specialized faculty members and from the most well-regarded and finest companies in the world
- To combine the rigorous scientific and methodological strengths of a leading international business school with the Italian tradition, its values and culture and excellence recognized worldwide.
Structure and calendar
10th edition 2018
The program blends culture and methodology with lessons focused on specific knowledge and skills necessary for managing firms in food and beverage and related industries. Lessons from top academics, executives, experts and professionals are at the core, along with access to true Italian culture and heritage.
MFB is composed of core courses and extra-activities such as seminars, company presentations and visits, internship/field project/personal business project.
|January - February 2018|
|SPRING TERM - 1|
|SPRING TERM - 2|
|April - May 2018|
|June - September 2018|
|September - November 2018|
This list may be subject to change, to make room for new ideas, projects or issues of emerging significance.
Opening Ceremony: Know Your School, Your Class, Your Future
The MFB Program starts with the Opening Ceremony, an introduction to the MFB program, which provides students with team building, cultural diversity, group dynamics, through a series of interactive workshops.
In addition, students are given the opportunity to get acquainted with the services provided by the School (i.e. Bocconi, Alumni Association Career Service, Student Clubs, etc).
This intensive stage provides participants with the basic knowledge and skills to work as a manager and is the longest portion of MFB. Throughout these courses, participants are asked to progress beyond the points of view and conditioning gained from their personal and professional backgrounds in order to shape a broader and richer mental attitude and experience. Methodological tools for in-depth analysis of the key concepts needed to manage a company are acquired.
In addition to core courses, in this phase participants will attend seminars and company presentations and will be involved in company visits.
The goal of the course is twofold: to give candidates an overview of the typical business models in symbolic-intensive industries (food & beverage, fashion & luxury, arts & culture) and to make students experience how an international city like Milan might leverage on symbolic industries for successful branding.
The course will provide the general and comprehensive framework to analyze a firm in food & beverage sectors, through the main elements and decisions of a business model and the dynamic strategic position. The course goes in depth into the industry analysis and the strategy definition, explaining the influence of the competitive environment on the competitive strategy of the firm.
Organizational Design in the Information Age
The course will provide an overview of the basic concepts of organization design and behavior. Participants will learn the different notions of organizational variables, how they impact on aggregated behaviors, how they can orchestrate the result orientation of the firm.
The course will provide an overview of the basic concepts of customer value management and strategic marketing management. Students will learn the different concepts of customer value, customer satisfaction and customer loyalty, and how to measure customer value; how to segment a market; how to design a marketing research; how to measure a current market size and a potential market size.
The course provides a general view of the different financial models of companies in the food & beverage industry focalizing the main issues of financing choices related to the different business models. Moreover, participants will understand the major tools and methods to analyze financial statements related to companies operating in the food & beverage industry.
This module aims at building an accounting framework and understanding the financial statements (balance sheet, income statement and cash flow statement), in order to master cost accounting, support main financial decisions and understand cash flows and financial effects of managerial decisions.
Throughout the course, students will understand how operations enable organizations to provide services and products that people need and how solutions should be designed in order to be financially sound, resource efficient, as well as environmentally and socially responsible.
The aim of this course is to enable students to evaluate the whole economic-financial position of organizations operating in the food & beverage industries through the systematic use of the information included in the public financial statement. The course will then deepen the different tools of analysis that the financial statement readers may use in order to extract useful information about the company economic performance and financial situation.
Spring Term - 1
Market & Product Innovation
The course will provide an overview of the role of innovation strategies in the food & beverage industries. Participants will learn how to design and manage market innovation and new product development processes; how to manage products along their life cycles; how to assess and leverage the consistency between new products and brand values; how to design new product launch strategies.
The course provides an overview of typical brand management decisions in food & beverage companies. The framework of the whole course is the customer-based brand equity model developed by Kevin Lane Keller, one of the most respected professors of brand management. At the end of the course, students should have a clear understanding of the elements that contribute to brand equity, and should be able to identify and apply the most effective tools to manage brands over their market life.
The course provides a general view of the different financial models of companies in the food & beverage industry focalizing the main issues of financing choices related to the different business models and goes in depth into the investment and corporate valuation principles.
The course provides the comprehensive framework of the international growth patterns and strategies for F&B firms. At the end of the course, participants will be able to evaluate and to make the following decisions: Why a firm should go abroad? How a firm should select foreign markets for its international expansion? What is the impact of cultural, legal, economic and other differences among countries on the definition and on the implementation of the international strategies? How are the internationalization decisions impacted by the tariff and non-tariff barriers? What are the key international strategies for F&B firms?
Spring Term - 2
Supply Chain Management
The course examines in detail the main processes in the field of Operations Management and Supply Chain Management, with a particular focus on the Food & Beverage Industry. The relevance of these processes is pointed out both in terms of strategy and in terms of methodologies and techniques, which are necessary for a company to create a competitive advantage within its specific industry.
The goal of this Sales Management (SM) course is to advance a general model of sales management decisions and activities and to foster analytical and decision-making skills of managers through a combination of theoretical models and decision-support tools in lectures and case studies. This course presents conceptual models, managerial methods, practical tools and real world examples concerning some key sales management decisions.
F&B Sales and Marketing
This intensive course introduces food & beverage sales and marketing management issues that reflect on top-line results. The course highlights how to increase revenues at a moderate cost. The course offers a "how to" praCademic (practical and academic) approach in order to demonstrate best management practices in F&B sales and marketing.
People Management aims at providing you with relevant concepts/models and opportunities for learning from experience to better understand the main contextual, personal and interpersonal variables that can make your managerial action relevant and effective.
The course covers the main topics in the sales & channel management’s role in the value delivery processes, the go to market strategies, sales force management, the key role played by retailing in the marketing process, the retailing mix, the retail planning and monitoring, the store design planning process and the visual merchandising activities.
In this course, students will discover, through a step-by-step approach, the path to do a business plan within food and beverage related industries by understanding the links among strategies, numbers, innovation, feasibility and long term profitability. Participants will also have the opportunity to test their entrepreneurial quotient and to expand their network with key actors for business development.
Food Strategy Business Game
This module is devoted to the development of Food-Strat Business Game. The Simulation will offer the opportunity to simulate in small teams the real management of a medium company by taking decisions in all the main areas of critical strategic decisions in a realistic environment.
Throughout the program, students will have to opportunity to visit some of the best companies operating in the food and beverage industry and to discover their story and path to excellence made of culture, skills, knowledge and respect for the territory and the environment.
A real hands-on experience to be remembered and a extraordinary opportunity to network with top managers of the sector.
The field project represents a crucial phase of the learning process of the MFB program that is conducted in direct contact with sponsoring companies. The field project lasts 12 weeks (June, July and September) and is designed on specific company needs. The field project is a consultancy project carried out by a team of MFB participants under the supervision of a Project Tutor (SDA Professor), to the benefit of sponsoring companies.
New Product Development
This course focuses on the new product and service development and design, that typically absorb the majority of the process of innovation of the companies. Product development and design is a complex process. It requires a strong interaction among different areas of competence and a seamless balance among costs, timing and customers’ expectations. The core focus of this course is on managerial tools and methodologies to achieve these challenging goals.
The course will provide participants with a general overview of sustainability issues in the Food & Beverage industry, discussing the challenges and different business approaches related to nutrition and global growth. The course will focus on natural and organic food, both as sustainable food production method and a new way of doing business in the industry.
The purpose of the course is to allow participants to test their abilities in terms of Generating and Evaluating Business Ideas, Defining a Business Concept, Validating and Testing Ideas, Presenting an Idea to Potential Investors.
F&B Cost Control and Revenue Management
Luxury Food Management
F&B @ Hotel
The course focuses on the hotel business and, on the one hand, it aims at providing participants with the awareness of its importance in the F&B pipeline, as well as the knowledge of the main trends, the strategic dynamics and the managerial issues that are characterizing the sector. On the other hand, the course aims at deepening the role that F&B activities could have in hotel development, discussing some issues relevant to run the business in a successful way.
The course is intended to provide the participants with the adequate models and tools to exploit the tourism potential of fine wine and food products and activities, also related to the role played by restaurants, rural tourism, cruise lines, etc.
Chefs & Restaurants
This class provides an overview of the management practices in a high-segment restaurants. It develops what happens when restaurants grow, in terms of organizational design and needed competences.
After the period dedicated to the Field Project and the Fall Term courses, MFB participants come back for the end of the program and they finally experience their Graduation Ceremony.