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No course prerequisites besides those required to enter the corresponding MS degree programme
The course aims to achieve the following objectives: 1) to present the major concepts, theories, methodologies and tools to support the strategic decision making process; 2) to present the major concepts, theories, methodologies and tools to support the marketing decision making process; 3) to encourage students to discuss and get familiar with the above mentioned theories and models, through the discussion of business cases.
This course introduces the students to the basic principles and operative techniques of some fundamental aspects of business management. Main topics include: 1) Strategic analysis 2) Marketing
STRATEGIC MANAGEMENT. The concept of strategy and the strategic management process. Mission, vision and long-term goals. STRATEGIC ANALYSIS. Macro environment analysis: threats and opportunities. Analysis of the competitive environment. Analysis of competitors and of demand: segmentation and positioning. COMPETITIVE ADVANTAGES. Resource analysis: strengths and weaknesses. The sources of competitive advantages. Support competitive advantages in a dynamic environment. CORPORATE STRATEGIES. Corporate strategies in a single-business enterprise. Vertical integration and horizontal integration. Diversification. How to enter new sectors. Corporate strategies in a multi-business enterprise. BUSINESS UNIT STRATEGIES. Generic competitive strategies. Competitive strategies and sector’s life cycle. Leaders between attack and defense. Turnaround strategies. International growth strategies. MARKETING. Trust-oriented marketing. Operational marketing and strategic marketing. Analysis of final demand, environmental trends and competition. Analysis of the intermediate demand: distribution. Segmentation of demand and positioning. Price strategies. The comunication. The distribution. BUSINESS-TO-BUSINESS MARKETING. The characteristics of the business-to-business markets. The company as a customer. Marketing processes in business-to-business markets. The industrial product. Logistics and distribution. Communication in business marketing. Prices, costs and value measurement. Customer portfolio analysis and management. Offer differentiation and technological-organizational choices.
Strategy: Pellicelli, G., Strategie d’impresa, 4a ed., Egea, Milano, 2016 (ISBN 9788823821996) Marketing: Castaldo, S., Grosso, M., Marketing, 2a ed., Egea, Milano, 2016 (ISBN 9788823827189)
The first part of the course is managed mainly through frontal lectures. In the second part of the course, some of the topics discussed in the course will be deepened through some lectures held by entrepreners, managers, and economists.
The exam involves a written test which lasts 120 minutes, including four exercises, two for each of the two course main topics. To pass the exam 1) the exercises of each of the two course main topics must achieve a minimum floor of 16/30; 2) the GPA of the two main topics is equal or higher than 18/30. The final grade is in a 0-30L scale. Erasmus students and visiting students can take the final exam in Italian or English. All remaining students will take the final exam in Italian.
Students attending to lectures will have the opportunity to implement some fundamental managerial choices using the concepts learned during the course through participation in a business game, in which teams of 2-3 students each will participate. At the end of the course, the team that wins the business game will have the opportunity to confront themselves with teams from other Italian universities which competed in the same business game and possibly to enter the national final, held in Rome.