ID:
M308
Tipo Insegnamento:
Obbligatorio
Durata (ore):
60
CFU:
8
SSD:
ORGANIZZAZIONE AZIENDALE
Url:
MARKETING/MARKET RELATIONSHIP & CUSTOMER ENGAGEMENT Anno: 1
MARKETING/MARKETING ANALYTICS & METRICS Anno: 1
Anno:
2023
Dati Generali
Periodo di attività
Secondo Semestre (05/02/2024 - 04/05/2024)
Syllabus
Obiettivi Formativi
The course provides an introduction to the issues and pitfalls arising in most organizations, i.e., we study the “organizational side of working life”. As this is an “issue” based course, topics selected are those particularly relevant for marketing students. At the end of the course students should be able critically assess and become informed decision makers in a wide variety of issues affecting all organizations.
Prerequisiti
There are no prerequisites for this course.
Metodi didattici
Classes will be run by using a number of different formats: lectures, exercises, case discussions and team presentations to provide a mix of theory and hands-on problem solving to a variety of organizational issues in marketing. Students are asked to read carefully class materials beforehand; to take part into class discussions; to comply with writing and project assignments. Each student will be expected to provide insightful and convincing arguments concerning the cases and articles. Students are expected to attend regularly to the course. No compensatory work will be given for an absence.
On campus activities integrate the online lectures with the analysis of business cases and discussions, exercises and reflection on relevant papers.
On campus activities integrate the online lectures with the analysis of business cases and discussions, exercises and reflection on relevant papers.
Verifica Apprendimento
Attending Students:
The final grade will be based on a final written exam + in-class quizzes + Group Project work.
Written examination: 30% of the grade.
3 In-class quizzes: 10% + 10% + 10% of the grade.
Group Project Work: 40% of the grade.
Instructions for the final written exam
(attending): A mix of multiple-choice/true-or-false questions and Open questions. True/false questions also require a short open response indicating the main concept or a practical example or explanation of the selected choice. The points for each question are explicitly reported. Nobody, including the instructor, can answer any question during the exam session.
Instruction for in-class quiz
(attending): 3 Learning quiz with a mix of multiple-choice/true-or-false questions
Instruction for group project work
(attending): Division into small working groups and choice of an organization to analyze throughout the weeks of the course (what organizational structure, analysis of cultural elements, analysis of change management programs and strategy, analysis of the employer branding strategy, etc.). Each subgroup will be asked to create a portfolio (PowerPoint) containing a collection of all the analyses carried out on the business case. The project work will be presented orally during the two last weeks of the course by each subgroup and evaluated based on criteria such as accuracy of content, bibliographical sources used, effectiveness of oral presentation.
Non attending students:
The final grade will be based on a final written exam (100%)
Multiple choice questions
True-or-false questions, requiring a short open response indicating the main concept or a practical example or explanation of the selected choice (max 3 lines)
Open questions requiring the explanation of a concept, theory, definition, or example (max 10 lines).
The final grade will be based on a final written exam + in-class quizzes + Group Project work.
Written examination: 30% of the grade.
3 In-class quizzes: 10% + 10% + 10% of the grade.
Group Project Work: 40% of the grade.
Instructions for the final written exam
(attending): A mix of multiple-choice/true-or-false questions and Open questions. True/false questions also require a short open response indicating the main concept or a practical example or explanation of the selected choice. The points for each question are explicitly reported. Nobody, including the instructor, can answer any question during the exam session.
Instruction for in-class quiz
(attending): 3 Learning quiz with a mix of multiple-choice/true-or-false questions
Instruction for group project work
(attending): Division into small working groups and choice of an organization to analyze throughout the weeks of the course (what organizational structure, analysis of cultural elements, analysis of change management programs and strategy, analysis of the employer branding strategy, etc.). Each subgroup will be asked to create a portfolio (PowerPoint) containing a collection of all the analyses carried out on the business case. The project work will be presented orally during the two last weeks of the course by each subgroup and evaluated based on criteria such as accuracy of content, bibliographical sources used, effectiveness of oral presentation.
Non attending students:
The final grade will be based on a final written exam (100%)
Multiple choice questions
True-or-false questions, requiring a short open response indicating the main concept or a practical example or explanation of the selected choice (max 3 lines)
Open questions requiring the explanation of a concept, theory, definition, or example (max 10 lines).
Testi
Attending students:
As this is an “Issues in..”- course we cover a wide variety of topics that is usually not available in a single textbook. Hence, all required readings will be made available through the learning platform (learn.luiss.it).
Non attending students:
Pilati, M., Tosi, H. L. (2011). Managing Organizational Behavior: Individuals, Teams, Organization and Management. Regno Unito: Edward Elgar.
Mandatory readings used during the course, listed later in the syllabus on a week-by-week basis.
As this is an “Issues in..”- course we cover a wide variety of topics that is usually not available in a single textbook. Hence, all required readings will be made available through the learning platform (learn.luiss.it).
Non attending students:
Pilati, M., Tosi, H. L. (2011). Managing Organizational Behavior: Individuals, Teams, Organization and Management. Regno Unito: Edward Elgar.
Mandatory readings used during the course, listed later in the syllabus on a week-by-week basis.
Contenuti
Organizations are complex entities developing their strategies in a VUCA world (VUCA = Volatile, Uncertain, Complex and Ambiguous). Understanding their inner workings takes more than memorizing ready-made recipes. Using insights from a variety of theoretical approaches, the course intends to equip students with the ability to develop inferences about organizational issues relevant for the management of marketing divisions and sales forces. The course will expose students to different research traditions and real-world cases reflecting analytic and pragmatic approaches to solving business problems.
Risultati di Apprendimento Attesi
Knowledge & Understanding
The course offers essential conceptual tools for the understanding and analysis of organizations. It helps students to develop awareness and understanding of organizational life, especially in a marketing/sales environment.
The course provides knowledge on strengths and weaknesses of different organizational structures. This course provides advanced knowledge and analytical resources that will enable students to understand the processes inside organizations relevant for the marketing function.
Applying knowledge & understanding
Upon completion of this course, students should be able:
- to assess various organizational designs and structures enabling them to choose an appropriate setup for the marketing function.
- to analyze coordination issues and identify mechanisms to address them
- to make appropriate suggestions for solving organizational problems
- to understand and apply people management practices in marketing/sales environments
Making Judgments
Critical analysis is a key part of the course and students will be continuously asked to explain and justify their suggestions and decisions. The course is built on the principles of evidence-based decision making. Its principles enable students to make informed decisions. Solutions to organizational dilemmas and cases need to be developed on the basis of evidence-driven decision making.
Communication skills
This course will give the students the possibility to understand, acquire and express complex organizational concepts and mechanisms. In various class activities, students will have to communicate their ideas, proposals, analysis and critical reasoning using technical terminology relating to organizational problems in a precise and effective way.
Learning skills
This course facilitates the development of learning skills through the critical discussion of cases and various experiential learning activities, facilitated by technology. Collaborative online learning tools will also be used.
The course offers essential conceptual tools for the understanding and analysis of organizations. It helps students to develop awareness and understanding of organizational life, especially in a marketing/sales environment.
The course provides knowledge on strengths and weaknesses of different organizational structures. This course provides advanced knowledge and analytical resources that will enable students to understand the processes inside organizations relevant for the marketing function.
Applying knowledge & understanding
Upon completion of this course, students should be able:
- to assess various organizational designs and structures enabling them to choose an appropriate setup for the marketing function.
- to analyze coordination issues and identify mechanisms to address them
- to make appropriate suggestions for solving organizational problems
- to understand and apply people management practices in marketing/sales environments
Making Judgments
Critical analysis is a key part of the course and students will be continuously asked to explain and justify their suggestions and decisions. The course is built on the principles of evidence-based decision making. Its principles enable students to make informed decisions. Solutions to organizational dilemmas and cases need to be developed on the basis of evidence-driven decision making.
Communication skills
This course will give the students the possibility to understand, acquire and express complex organizational concepts and mechanisms. In various class activities, students will have to communicate their ideas, proposals, analysis and critical reasoning using technical terminology relating to organizational problems in a precise and effective way.
Learning skills
This course facilitates the development of learning skills through the critical discussion of cases and various experiential learning activities, facilitated by technology. Collaborative online learning tools will also be used.
Criteri Necessari per l'Assegnazione del Lavoro Finale
Master thesis assignment is based on a project proposal elaborated and presented by the student.
The project (2/3 pages) must include:
• Table of contents
• Abstract
• Main references
For experimental thesis it is advised to present the project a minimum of 6 months before the planned graduation session.
The project (2/3 pages) must include:
• Table of contents
• Abstract
• Main references
For experimental thesis it is advised to present the project a minimum of 6 months before the planned graduation session.
Corsi
Corsi
MARKETING
Laurea Magistrale
2 anni
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Persone
Persone
Altro personale docente
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