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In the past decade, the global demand for fresh, ready‑to‑drink (RTD) juices, smoothies, and functional beverages has exploded. According to Euromonitor, the worldwide juice market will surpass by 2028, driven by health‑conscious consumers, the rise of plant‑based diets, and an expanding on‑premise (cafés, hotels, hospitals) sector.

The semester‑long syllabus is divided into , each lasting roughly three weeks. The sequencing mirrors the logical progression from micro‑foundations to macro‑level market structures.