Portale di Ateneo - En.Unibs.it

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.