Portale di Ateneo - En.Unibs.it

Borrowed courses

BUSINESS MANAGEMENT (STRATEGY AND MARKETING)

COMMUNICATION TECHNOLOGIES AND MULTIMEDIA - TECNOLOGIE DELLE COMUNICAZIONI E MULTIMEDIA

PERCORSO COMUNE
BUSINESS MANAGEMENT (STRATEGY AND MARKETING)

INGEGNERIA INFORMATICA

comune
BUSINESS MANAGEMENT (STRATEGY AND MARKETING)

COMMUNICATION TECHNOLOGIES AND MULTIMEDIA - TECNOLOGIE DELLE COMUNICAZIONI E MULTIMEDIA

PERCORSO COMUNE
BUSINESS MANAGEMENT (STRATEGY AND MARKETING)

INGEGNERIA INFORMATICA

comune

Other Courses of the Study Programme

ECONOMICO E ORGANIZZATIVO

Course year: 1

COMPLEX SYSTEMS ANALYSIS AND CONTROL
Attendance grouping
12 credits - Raggruppamento di frequenza
PLANTS AND INDUSTRIAL WORK MANAGEMENT WITH LABORATORY
Attendance grouping
12 credits - Raggruppamento di frequenza
INFORMATION SYSTEMS

6 credits - Related/Supplementary
ORGANIZATION AND MANAGEMENT OF INNOVATION

9 credits - Characterising
INDUSTRIAL ORGANIZATION AND ECONOMICS OF INNOVATION
Attendance grouping
9 credits - Raggruppamento di frequenza
INDUSTRIAL PRODUCTION MANAGEMENT
Attendance grouping
12 credits - Raggruppamento di frequenza

Course year: 2

FINAL THESIS

12 credits - Language/Final Examination
PROCESSES AND SUPPLY CHAINS MANAGEMENT
Attendance grouping
12 credits - Raggruppamento di frequenza
BUSINESS MANAGEMENT (STRATEGY AND MARKETING)

9 credits - Characterising
FLUID MACHINERY AND ENERGY CONVERSION SYSTEMS

6 credits - Related/Supplementary
PRODUCTION SYSTEMS MANAGEMENT LABORATORY

6 credits
SOCIOLOGY OF ORGANIZATION

6 credits - Related/Supplementary
TRAINING ACTIVITY/INTERNSHIP 3 CREDITS - MASTER LEVEL

3 credits - Student's own choice
TRAINING ACTIVITY/INTERNSHIP 6 CREDITS - MASTER LEVEL

6 credits - Student's own choice
TRAINING ACTIVITY/INTERNSHIP 9 CREDITS - MASTER LEVEL

9 credits - Student's own choice
QUALITY INDUSTRIAL MANAGEMENT LABORATORY

3 credits - Student's own choice

LOGISTICO E PRODUTTIVO

Course year: 1

INDUSTRIAL LOGISTICS AND OPTIMIZATION
Attendance grouping
12 credits - Raggruppamento di frequenza
INFORMATION SYSTEMS

6 credits - Related/Supplementary
ORGANIZATION AND MANAGEMENT OF INNOVATION

9 credits - Characterising
PLANTS AND INDUSTRIAL WORK MANAGEMENT

9 credits - Characterising
INDUSTRIAL ORGANIZATION

6 credits - Related/Supplementary
INDUSTRIAL PRODUCTION MANAGEMENT
Attendance grouping
12 credits - Raggruppamento di frequenza

Course year: 2

FINAL THESIS

12 credits - Language/Final Examination
TECHNOLOGICAL AND PRODUCTION SYSTEMS
Attendance grouping
12 credits - Raggruppamento di frequenza
BUSINESS MANAGEMENT (STRATEGY AND MARKETING)

9 credits - Characterising
DESIGN AND MANUFACTURING DOCUMENTATION LABORATORY

6 credits - Related/Supplementary
FLUID MACHINERY AND ENERGY CONVERSION SYSTEMS

6 credits - Related/Supplementary
INDUSTRIAL MANAGEMENT
Attendance grouping
12 credits - Raggruppamento di frequenza
TRAINING ACTIVITY/INTERNSHIP 3 CREDITS - MASTER LEVEL

3 credits - Student's own choice
TRAINING ACTIVITY/INTERNSHIP 6 CREDITS - MASTER LEVEL

6 credits - Student's own choice
TRAINING ACTIVITY/INTERNSHIP 9 CREDITS - MASTER LEVEL

9 credits - Student's own choice
QUALITY INDUSTRIAL MANAGEMENT LABORATORY

3 credits - Student's own choice

BUSINESS MANAGEMENT (STRATEGY AND MARKETING)

Single discipline educational activity

Course Sheet

Academic Year of enrolment:

2014/2015

Academic Year of provision:

2015/2016

Type of Course:

Characterising

Degree:

Master's Degree Programme in MANAGEMENT ENGINEERING

Disciplinary Sector:

Engineering and Management

Language:

Italian

Grouping type:

Credits:

Programme Year:

Professor and Collaborators:

MUTINELLI Marco Alberto Professor

LORENZI Caterina Collaborator

COLPANI Antonio Collaborator

Cycle:

First semester

Hours of classroom activity:

Hours of individual study:

145

Knowledge of the theoretical and analytical basis of the economy and the business organization

Educational Goals

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;
4) to introduce the enabling strategic methodologies and tools to launch a new business, either within an existing company or through a start-up company.

Content

The course aims to give students a solid foundation of economic and management concept and theories to favor the development of an autonomous capacity of analysis of firm management.

In addition to ex-cathedra and interactive lectures, interventions of entrepreneurs and managers, the discussion of case studies and the participation of students to work groups and a business game will also be provided.

Lectures and interactive modules are divided into tho modules.

In the first module (Strategy) the main concepts, models and issues related to the definition and the assessment of corporate and business strategies will be presented. Both points of view of the top management, of the shareholders and of the other stakeholders will be discussed, assuming that the enterprise is an economic and social institution which aim at survive in conditions of autonomy, creating sustainable value for its several stakeholders.

In the second module (Marketing) course deepens the basic knowledge, theoretical and operational processes related to marketing Strategic and operational marketing, placing particular ATTENTION to the business-to-business markets.

Extended Syllabus

PART I - STRATEGY
1 . Strategy and strategic planning - The concept of strategy. The process of strategy formation. Strategic planning. Hierarchical levels of planning.
2 . Business strategy - The definition of the strategy at business level . Strategic business units. The mission of the business. Competitive analysis: the five forces model. The analysis of strategic groups. The analysis of budgetary data : reclassification of the financial statements , ratio analysis and cash flow . Internal analysis : the model of the value chain . The basic competitive strategies . The development of business strategy .
3 . Corporate strategy - The definition of corporate strategy. The mission of the enterprise. Market segmentation. Market entry. Horizontal and vertical integration. Resource allocation and portfolio management. The strategies of multinational expansion. Strategy, management and organizational structure.
4 . Functional strategy - The development of functional strategies .

PART II - MARKETING
1 . Introduction to marketing - marketing management: processes, organization and trends. The role of marketing in the company and in the market. The marketing in the B2B and consumere in business to business markets .
2 . Strategic marketing - Demand analysis and segmentation. The analysis of customer needs. The buying behavior of consumers and organizations. Market segmentation. Marketing research.
3 . Operational marketing - Positioning and marketing mix. The positioning of the offer. The definition of the product / service. The determination of the price. The choices of distribution. The business communication.
4 . Business-to-business (B2B) marketing - The characteristics of B2B marketing. Firm networks and producer-customer relationships. The organizational structure of the marketing function. The management of relationships with customers in a B2B environment. Operational marketing in a B2B environment. The development of a marketing strategy in a B2B environment: customer portfolio, positioning and differentiation, technological and organizational decisions.

Recommended Bibliography

Textbooks
Giorgio Pellicelli, Strategie di impresa, Università Bocconi Editore
Sandro Castaldo, Marketing, Egea, 2012.
Renato Fiocca, Ivan Snehota, Annalisa Tunisini, Marketing business to business, McGraw Hill, 2009.

Other recommended reading
Gianluca Spina, La gestione dell'impresa. Organizzazione, processi decisionali, marketing, acquisti e supply chain, Etas, 2008.J. Paul Peter, James H. Donnelly J, Carlo Alberto Pratesi, Marketing 4/ed, Mc Graw Hill, 2009.
Jean-Jacques Lambin, Emanuela Tesser, Market-Driven Management5/ed, Mc Graw Hill, 2008.

Methods of Provision

Conventional

Teaching Methods

The course consists of:
- ex cathedra lectures
- case histories (always to be read before
- project work
- the participation to a business game

Assessment Methods

Alongside the theoretical treatment, the course includes participation in a business game and a project work aimed at implementing the conceptual and operational tools learned in the course. Provision is made for two types of projects, alternatives to each other: (i) the preparation of a business plan related to a business idea generated by the students themselves, (ii) the preparation of a company profile on the basis of information obtained independently by the students through the examination of the websites or the specialized press and / or contacts with key executives of the company itself. The overall evaluation will take into account the results of a written test based on two questions (one of strategy and marketing), business gamee of the project.
For not attending, the examination includes a written test based on four questions on the topics of the program and an exercise in financial statement analysis.
In both cases, there is also an optional oral examination, upon request of the student or the teacher.

Assessment:

Final Mark

Programme of Educational Activities

Start date of teaching period:

Wednesday, September 16, 2015

End date of teaching period:

Tuesday, December 22, 2015

Other Information

The program for nNìon-attending students includes the study of some more topics to be agreed with the teacher, which will substitute group works and participation in the business game