Business Management

Educational objectives

General objectives
The “Laboratorio Premio Marketing” provides students with the necessary elements for solving a real business case through the drafting of a final report (marketing plan). Each year, in collaboration with a different company, students are challenged with a marketing 'problem', to be solved through the implementation of analytical, strategic and operational techniques. In addition to theoretical lectures, students will be given operational guidance leading to the drafting of a report that reflects the standards required by companies. Students may participate individually or in groups (maximum of 3 persons).
Finally, this workshop is held in collaboration with the Società Italiana Marketing. All groups can participate in a competition involving students from multiple Italian universities. Participants will see their participation in the national competition recognised through a certificate issued by the Società Italiana Marketing, which can be used to enrich their curriculum vitae. For detailed information, please consult the dedicated website http://www.premiomarketing.com/sp/it/home.3sp.

Specific Objectives

Knowledge and understanding: At the end of the course, students will be able to demonstrate that they have fully mastered the main concepts related to the drafting of a marketing plan, divided into its analytical, strategic and operational sections.

Application skills: Through group work, the course supports students in drafting a marketing plan. At the end of the course, students will be able to draft their own report, analysing the different marketing environments, formulating a specific strategy and making the right operational decisions for the pursuit of their objectives.

Critical and evaluative skills: The content and modalities of the course strongly encourage the development of the student's critical thinking in the approach to understanding and analysing the market, which are fundamental requirements for the formulation of an appropriate strategy and operational implementation.
Communication skills: the student will acquire communication skills and accuracy in the use of technical language related to the discipline of Marketing.

Learning skills: At the end of the course, the student will be able to draw up a marketing plan.

Educational objectives

The goal of the course is to familiarize students with the fundamentals of Tourism Marketing

Tourism Marketing involves developing research questions, collecting data, analyzing it, with a view to making better business decisions about tourism. The course is organized into two basic parts: research design and data collection; applications to tourism market. Emphasis will be given to both the qualitative and quantitative aspects of marketing research.

Educational objectives

Knowledge and understanding:
The course is focused on the trade scenario, the structure, the dynamics, the needs of trade intermediaries, the functions performed in the trade sector and the value creation in the overall economic context.
The importance of competitive analysis and strategic positioning choices will be examined, in particular the services offered, the development strategies, the Marketing management of trade companies with emphasis on segmentation and definition of the retail mix. The optimization of the channel design, multi-channel management and trade marketing will be analyzed.
The dynamics will be explored through the main types of innovations in distribution management, the managerial consequences of the change of power structure between national brands and distributors, the main challenges in the management of distribution channels, such as private labels and the development of digital channels.

Applying knowledge and understanding :
At the end of the course and the final exam, the students will have achieved
- basic knowledge on the main marketing management aspects of distribution companies and industrial companies in relation to the trade
- basic skills useful for the analysis and solution of the main strategic and management problems of retail marketing, channel management and trade marketing.

Making judgment:
students will develop analytical and decision-making skills to be used in distribution marketing management contexts.

Communication skills:
the ability to communicate, relate and work in teams will also be developed thanks to workshops and meetings with business managers

Learning skills:
the students will be widely equipped with learning tools that can be used in various distribution marketing management contexts of both distribution companies and industrial companies.

Application skills:
Through classroom exercises, teamwork, corporate testimonials and study of business cases, this “Marketing Distributivo” Course supports students in the practical application of the theory on specific projects. Using the theoretical tools learned, at the end of the course students will be able, for example, to identify the different brand and format distribution policies of the main players in the Italian GDO, the different policies of commercial brands in relation to major innovative topics such as sustainability, the different distribution strategies in various industrial sectors.

Educational objectives

The goal of the course is to familiarize students with the fundamentals of Marketing Research. Marketing Research involves developing research questions, collecting data, analyzing it, with a view to making better business decisions. Emphasis will be given to both the qualitative and quantitative aspects of marketing research.
1) Knowledge and understanding
The course aims to transfer the fundamental knowledge related to: (1) Research Design and Data Collection, and (2) Tools and Applications of Market Research.
2) Applying knowledge and understanding
The acquisition of this knowledge finds concrete application in the development of skills related to the design and implementation of qualitative and quantitative research projects on real marketing cases. In this way, the theoretical concepts proposed in the classroom can be applied and the following skills can be developed: definition of research questions, choice of method and data collection techniques, data processing (qualitative and quantitative, primary and secondary) , presentation of the results through a written report, presentation of the results through the public speaking, elaboration of the marketing implications starting from the results of the research.
3) Making judgements
The course aims to develop an adequate critical judgment capacity of research activities and related ethical aspects.
4) Communication skills
The course aims to develop the ability to effectively communicate research ideas and questions, particularly by stimulating classroom interactions, as well as public speaking skills in order to present a research report in a professional way.
5) Learning skills
Through the teaching of the main research methods and techniques, meetings with marketing research professionals, analysis of numerous examples, students will develop the ability to continue the study of this discipline in an autonomous way.

Educational objectives

The course of ENVIRONMENTAL MANAGEMENT AND SUSTAINABILITY provides students with the necessary knowledge on important topics such as environmental management, environmental economics, circular economy, green economy, and sustainability. Other important topics are risk assessment in its various declinations as well as environmental assessments and its many interdisciplinary aspects, especially aimed at the needs of businesses. Through case studies, classroom exercises and group work, students will acquire general knowledge on the fundamental aspects of sustainable development and its evolution, as well as on the coherence of policies on sustainable development (PCSD) related to the 2030 Agenda, both in the application of specific tools and in theoretical development.

Specific objectives
Knowledge and skills: The course ENVIRONMENTAL MANAGEMENT AND SUSTAINABILITY provides students with the basic knowledge to perform the environmental assessment on different projects. In particular, it allows the student to delve into the assessment/interpretation tools [EIA, SEA, AIA (BATs), VINCA, IPAT, Kuznets, Cost-Benefit Analysis, Nature-Based Solutions (NBSs), Green and blue infrastructures (GIs, Bis), Ecosystem Services (ESs)] In this regard, testimonies (case studies) will also be presented on important topics such as Digital Platforms and Sustainability; WW Dieselgate case, heavy industries (ILVA), electric and nuclear power plants].
Application skills: Through the conduct of classroom exercises, case studies, and group work, the course of ENVIRONMENTAL MANAGEMENT AND SUSTAINABILITY supports students in the practical application of performance indicators and sustainability of enterprises. At the end of the course, students will be able to know the regulatory tools related to the issues of environmental assessments and risk assessment within companies. They will also be able to deal with the tool of cost and benefit analysis of environmental protection and the various monetary valuation methods of environmental resources.
Critical and judgmental skills: The contents and methods of the course allow to have critical and judgmental skills related to environmental issues of enterprises. In particular, the course aims to develop critical and implementation/innovation skills regarding the sustainability of using eco-sustainable business performance indicators linked to the Sustainable Development Goals/Agenda 2030 (SDGs).
Communication Skills: The ENVIRONMENTAL MANAGEMENT AND SUSTAINABILITY course aims to strengthen oral expository skills, with particular reference to the discussion of complex issues in group work in which the class actively participates with questions. Communication skills are also not only a mere exposition of a problem (e.g., the waste ships sunk in the sea of Calabria) but also the management of the three phases of risk communication.
Learning ability: The course guarantees the acquisition of a high level of autonomy in the management of study and learning. For instance, the essential elements of the scientific method will be also studied: from science to technology (connected to the green economy), to the legislation and the evolution of the environmental legislation; mainly targeting the needs of businesses. Learning ability is assessed by the professor twice during the course.

Educational objectives

EXPECTED LEARNING OUTCOMES

General objectives

The "Startup and Business Creation" course provides students with the theoretical and practical knowledge necessary for launching and evaluating business initiatives. Particular emphasis will be given to the study of the conditions for the startup and development of new businesses related to both subjective origin, linked to the figure of the entrepreneur and startupper (motivations, subjective requirements, risk appetite, innovative spirit), and to environmental origin (ecosystem). The course aims to stimulate the student to focus on a possible vocation on a personal level, through the study of the business creation process and its enhancement through business planning. Through an educational model based on project-based learning, the teaching explores traditional approaches to the development of entrepreneurial initiatives and approaches that appeal to flexible needs for experimentation and learning. For this reason, a “Business Plan Competition” is foreseen among the students, which will be subject to final evaluation.

Specific objectives

Knowledge and understanding: At the end of the course, the student will be able to remember, understand and apply the main concepts related to the creation of a new innovative company (startup) and to know how to understand, compare and explain the main problems that a potential entrepreneur must face from the moment of generation of the business idea at the time of launching the initiative.

Applying knowledge and understanding: By conducting classroom exercises, case studies and working group, the course supports students in the practical application of the theoretical notions learned, while strengthening their analysis and synthesis skills. At the end of the course, students will be able to analyze, evaluate and apply the main methods and tools for the development of a start-up project. The student will be able to create and develop a business model canvas and a business plan, a new business idea and related formalization of the business model, present their business idea (Pitch).

Making judgements : The content and methods of conducting the course strongly encourage the development of the student's critical thinking in approaching the analysis, management and resolution of business situations. In particular, the course aims to develop the capacity of independent judgment and connection capacity between the theoretical topics and the related application plans, with particular reference to the business creation project, assessing both its potential for success and the main critical issues.

Communication skills: the student will acquire communication skills and appropriateness in the use of technical language relating to the drafting of a business plan, the start-up process of an entrepreneurial initiative and the presentation of a Pitch. In particular, the “core” of the course is the presentation in the classroom of the results of tasks assigned by the teacher (for example presentation with the support of multimedia tools, informal discussion groups) which aims to strengthen the oral and clear expression skills.

Learning skills: At the end of the course, the student will be able to analyze case studies about successful start-up creation stories, consult in-depth material about methods and tools for business creation, follow seminars, in-depth courses o master's degree in subjects related to entrepreneurship and development capital.