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
9th edition 2017
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.
|9-10 January 2017|
|January - February 2017|
|SPRING TERM - 1|
|SPRING TERM - 2|
|April - May 2017|
|June - September 2017|
|September - November 2017|
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 industry, 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 strategy 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.
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.
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.
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.
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.
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
Technology and Innovation Management
Innovation is a key factor for the long-term competitiveness of the company. Innovation takes place in many ways: new products, new services, new business models, new organizational structures. 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.
Go to Market
Every firm, whether it produces products or services, must understand how to make its offering available to customers and what the different choice affect the entire organization. The module is focused on understanding the differences in managing retail and wholesale channels and analyzing sales planning fundamentals like budgeting and control.
Managing people is about mobilizing and enabling people to achieve optimal performance and to get great things done in organizations. The course aims at providing an understanding of the contexts (at the individual, team and organizational level) in which you will be working and the skills you will need to be productive and successful in the food and beverage industry.
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 and 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 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.
The course introduces food and beverage management issues that reflect on bottom-line results. The course blends two completing issues: how to increase revenues and how to decrease costs. The course offers a “how to”; praCademic (practical and academic) approach in order to demonstrate best management practices in F&B operations.
The course provides an overview of typical brand management decisions. Students will learn how to manage a brand over its life cycle, and how to manage a portfolio of brands. In particular, students will learn how to design and implement brand positioning, integrated marketing communication, and pricing strategies and tactics.
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.
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.
Field Projects developed and carried out together with SDA Bocconi partner companies operating in food and beverage related industries on real, top-of-mind challenges.
The goal of the course is to educate candidates interested in developing their own business to become real entrepreneurs. Success in start-up entrepreneurship is surprisingly little related to elements that we normally consider success criteria in the “corporate” world. Start-ups need to operate in an environment with extreme uncertainty, which makes business planning difficult and not always useful. Start-ups also operate with very limited financial resources, which makes the “corporate” approach of “buying” resources little practical. Start-up entrepreneurs have therefore, or must develop, a set of aptitudes and techniques that allows them to deal with this risk and uncertainty and allow them to build a resource base without initially having a lot of money.
Sustainability & Agribusiness
The course will provide participants with a general overview of sustainability issues in the food and beverage industry, discussing the challenges and different business approaches related to nutrition and global growth. Moreover, the course aims at understanding today’s complex supply chains through which food is ultimately delivered to our table, going through the recent history of agriculture, from which main industry’s dynamics and global challenges have derived.
This class is intended to provide the participants 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.
New Product Development
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. This course focuses on the new product and service development and design, and how to run these processes faster, cheaper and better, i.e. reducing the time to market, reducing the dedicated resources and mainly increasing the customers’ satisfaction.
Food & Packaging Design
Food & Packaging Design represents one of the core meeting dimensions between customers and the firm and is a powerful tool to convey the message food and beverage companies aim to deliver. Participants will learn how to master the system of interdependencies of this activity, what are the main tools to use and the activities to carry out to define and analyze Food and Packaging Design.
F&B @ Restaurant
This class provides an overview of the management practices in a high segment restaurant. It develops what happens when restaurants grow, in terms of organizational design and needed competences. The seminar is based on the assumption of growth and development of company dimensions. Attention will be devoted to the role change from chef to CEO of the organization.
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.
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.