This FREE 1-hour Masterclass, led by Forbes Travel Guide, explores how shifting guest expectations are redefining luxury hospitality standards. Through expert insights and real-world examples, the session provides practical guidance on delivering personalised, consistent, and high-quality service in today’s competitive hospitality landscape.
Go behind-the-scenes with celebrated California roaster Blue Bottle for a one-hour class on sourcing, brewing, and tasting everyone's favorite bean. From the plant to your cup, Michael Phillips brings every lesson to life while also offering options — giving you a process for making a simple cup or going the distance with pro equipment.
Filmed on location at Blue Bottle's original roastery and cupping room, this class is designed to be both enjoyable while also deepening your knowledge of coffee in everyday life. From your morning ritual to even hosting your own coffee tasting at home, these insights will come alive in your own
With its roots in ancient cultures as early as 6,000 BC, wine has long been part of the human experience. Today, increasing worldwide interest in wine and its complexities and varieties has created an international market valued at $304 billion annually. For the learner who is just getting started in the study of wine, this course will help you take the first steps toward understanding the physiological process of wine tasting. The first module will explore types of wine and help you set up your own tasting. You’ll also begin to build a sensory vocabulary. In module 2 you will review classic wine types of the world and set up flights of specific wines. Later we’ll examine the various faults and defects that can appear in wine as well as techniques for spotting problems. In week 4 we’ll delve into the complex world of wine and food pairings, and its “seven deadly sins.” The course will culminate in a peer review project in which you will apply the knowledge and sensory techniques you have developed throughout the course to assess a specific wine.
Pricing is one of the most important but least understood marketing decisions. Learn and practice concepts, techniques, and get to grips with the latest thinking on assessing and formulating pricing strategies. Analyze how firms attempt to capture value, as well as profits, in the revenues they earn.
After this course, you will be able to contribute to the process of formulating pricing strategies for your own products and services, or those of your firm. This course has an additional focus on pricing dynamics and the reaction to and by competitors, taking a highly pragmatic approach and one that is directly applicable to your day-to-day professional life.
Martin Boehm - IE Professor and Dean of the Business School with over 10 years experience - will guide you through four modules. We begin with the importance of pricing and how it ultimately can affect the bottom line. Then, we move on to methods to help you decide what is the optimal price for your product; and then price discrimination - should all your products follow the same pricing strategy or should you differentiate depending on the customer segment? Finally, we look at pricing psychology and how you can manipulate customers in order to drive the highest possible price for your product.