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Executive Education Program

Hospitality F&B Executive Program

Driving sustainability and innovation in the F&B industry

Learning Objectives Program Journey Admissions

The Food & Beverage (F&B) industry has recently faced significant challenges driven by generational shifts, digitization, social responsibility, and a growing emphasis on personalization, especially in customer interaction and experience. At the same time, companies must understand the direction and modalities for growth to explore new opportunities.

This course provides a comprehensive understanding of these trends, aiming to draw up possible scenarios and action plans. Covering customer segmentation, vertical channels, operating models, and competition, it explores all key trends and their impact on the industry. Additionally, the course equips participants with tools to develop, implement, and assess effective strategies for product and service offerings, fostering innovation for new business ventures in the F&B sector. The program focuses on both exploiting current assets and exploring new paths.

The course is unique in that it is co-designed and co-taught by a blended faculty from both EHL Hospitality Business School and SDA Bocconi. Even though lectures are conducted at different locations of the partner schools, SDA Bocconi professors will teach at EHL Hospitality Business School, and EHL professors will teach at SDA Bocconi, ensuring a rich, collaborative learning experience.

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Admissions & Price

Master the Art of Leadership in Premium F&B

The Food & Beverage (F&B) industry is rapidly transforming, driven by changing consumer behaviors, digital innovation, a focus on sustainability, and the demand for personalized experiences. This program equips you with the tools to navigate these shifts, empowering you to innovate and expand your business practices.

Understand the dynamics of customer segmentation and vertical channels.
Analyze operating models and competition to stay ahead of industry trends.
Develop innovative strategies for product and service offerings in the premium-luxury F&B market.
Gain insights into sustainability and financial performance in the F&B industry.

Comprehensive Approach

From mastering customer segmentation to implementing sustainable practices, this program prepares you to lead and innovate in the premium/luxury F&B sector.

Hands-On Learning

Engage in immersive, practical learning experiences that include case studies from renowned brands, workshops, and direct interaction with industry experts.

Dual Expertise

Learn from industry leaders across two prestigious institutions, blending Swiss excellence in hospitality with Italian expertise in management and innovation.

Key Facts

Location
SDA Bocconi Milano & EHL Campus Lausanne

Price
12,000 EUR

Duration
6 Days

Diploma Certificate of Attendance

Dates
22 - 24 May 2025 (Lausanne)
26 - 28 June 2025 (Milano)

Delivery
On-site

Download the brochure

Fill in the form to receive our Hospitality F&B Executive Program brochure.

Hospitality F&B Executive Program Brochure

Program Journey

Pillar I

22 May 2025 (EHL Lausanne Campus)

Fundamentals of Hospitality and F&B value system:

Customer segmentation and the market structure
Buying strategies from the leading chefs/sommeliers of the world
Distribution channels and entry points in F&B
The value system. Food producers/distributors’ strategies to enter
the Hospitality F&B market
Case studies (Red Bull, others)

Pillar II

23 May 2025 (EHL Lausanne Campus)

From the dish to the service setting: food design, interior design and storytelling in Hospitality F&B Food service quality and design. Funding the company’s growth strategy:

The Experience-led Strategy: a multi-faceted assessment framework
Consumer Journey and Staff’s Journey: Learning from the Best in
Class Players in Hospitality
CRM and Clienteling
Lecture and half-day immersion at BDS (3 hours kitchen/3 hours
service preparation) led by staff and faculty followed by BDS dinner

Pillar III

24 May 2025 (EHL Lausanne Campus)

Creativity and innovation in the Hospitality F&B sector:

Creativity workshop (EHL kitchen) Opportunities arising from latest
technology trends in Hospitality F&B
New technologies for enhancing customer profiling, engagement and
experience: the potential of AI in Hospitality, F&B

Pillar IV

26 June 2025 (SDA Bocconi Milano)

Value creation and value capture leadership challenges and competences:

Unsetting the boundaries: Beyond conventional industry settings to
get in touch with clients (from branded residences to diversification).
strategies of luxury brands)
Authenticity and storytelling: the pivotal role of corporate values
Navigating the Paradox of Blending Prestige with Volume (Nespresso
Case Study)

Leadership challenges and competencies:

Leadership trajectories in the current business landscape
Setting the stage for effective organization of work and for
empowerment
Acting as a Leader: setting the stage for optimal performance
A matter of energy, stress, mindset, and emotional intelligence
High-impact leadership behaviors: from self-awareness to the development of a shared leadership culture

Pillar V

27 June 2025 (SDA Bocconi Milano)

Sustainability:

UFood Waste reduction
Food waste management, a holistic approach through the supply chain:
design, purchasing, operations, distribution and delivery
Management practices and technologies to control food waste
Lean management for waste reduction Process mapping and
reengineering
The demand for luxury travel and sustainability
The value of local resources for high-end tourism experiences
How the hospitality sector can work together with corporate,
government, and non-profit actors to bring about destination-scale
change in the sustainability space
The strategic role of integrated planning and destination management practices
Half-day Workshop held in a F&B company

Pillar VI

28 June 2025 (SDA Bocconi Milano)

Financial performance in the F&B industry:

Measuring the financial performance of companies in the hospitality F&B industry

Program Directors

Mr. Stéphane Haddad

Associate Dean Executive Education Programs

Prof. Haddad has over 25 years of experience in corporate finance and M&A, starting his career at JP Morgan Chase in 1995. He now co-heads the M&A Construction team at Trevally Capital Advisors Ltd. He holds an MBA in Finance from Bayes Business School and a Master in Management from Excelia Business School.

At EHL, he is Associate Dean of Executive Education and a Senior Lecturer in Finance, teaching corporate finance, M&A, and private equity. He also lectures at ESCP Europe and supervises capstone projects. Prof. Haddad has extensive expertise in transactions, valuation, and deal structuring, with a global network across finance and investment.

Mrs. Gabriella Lojacono

Associate Professor

Gabriella Lojacono is an Associate Professor of International Management at Università Bocconi and Director of the Executive Master in Luxury Management (EMiLUX). She serves as a Strategic Advisor at B4I, Bocconi's business acceleration hub, and was previously a Senior Researcher at the Gucci Lab.

Her work focuses on international growth strategies and luxury management, and she has led projects in industries like fashion, cosmetics, and hospitality. Gabriella has authored several books, including "Resilience of Luxury Companies in Times of Change." She holds a Ph.D. in Business Administration from Università Bocconi.

Mr. Stéphane Haddad

Mrs. Gabriella Lojacono

Admissions

Who Should Attend?

You are a senior manager in the food processing and distribution industry, seeking to develop your knowledge and skills in the specific environment of Hospitality F&B, with a focus on the premium and luxury market segment:

Education: Bachelor’s degree (equivalent relevant work experience may be considered)
Work Experience: Min 10 years of professional experience
English Proficiency: Advanced level of English

Questions?

For further queries or clarifications about admissions, please contact our team advisors.

Tuition and Fees

Program tuition fees: EUR 12'000

Includes all learning materials
Excludes travel for on-site modules
Payment option available in four installments

*Please note: Scholarships are reserved for degree programs and are not applicable to this program.

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EHL Hospitality Business School

Route de Berne 301
1000 Lausanne 25
Switzerland