ID:
980
Tipo Insegnamento:
Opzionale
Durata (ore):
60
CFU:
8
SSD:
ECONOMIA E GESTIONE DELLE IMPRESE
Url:
ECONOMICS AND BUSINESS/BASE Anno: 3
Anno:
2023
Dati Generali
Periodo Di Attività
Primo Semestre (11/09/2023 - 02/12/2023)
Syllabus
Obiettivi Formativi
Personal and Intellectual Autonomy:
Be open to new ways of thinking and appreciate the importance of intellectual curiosity and reflection as the foundation for continuous learning.
Research and Inquiry
Identify, define and analyze problems and recommend creative solutions within real-world constraints.
Apply economic, political, legal commercial and business theories and concepts to problems and practice.
Develop coherent arguments when recommending solutions and critically evaluating theories in major fields of study.
Ethical, Social and Professional Understanding:
Work with people from diverse backgrounds with inclusiveness, open-mindedness and integrity.
Information Literacy:
Conduct research using archives, libraries, the web and other sources of information
Be open to new ways of thinking and appreciate the importance of intellectual curiosity and reflection as the foundation for continuous learning.
Research and Inquiry
Identify, define and analyze problems and recommend creative solutions within real-world constraints.
Apply economic, political, legal commercial and business theories and concepts to problems and practice.
Develop coherent arguments when recommending solutions and critically evaluating theories in major fields of study.
Ethical, Social and Professional Understanding:
Work with people from diverse backgrounds with inclusiveness, open-mindedness and integrity.
Information Literacy:
Conduct research using archives, libraries, the web and other sources of information
Prerequisiti
None
Metodi Didattici
Frontal lessons,
case discussions,
team work assignments and presentations
case discussions,
team work assignments and presentations
Verifica Apprendimento
For attending students:
The student will be evaluated as follows: 1. Presentation of a group project and discussion of case studies (group work): 60% on the final grade. Through this activity, the ability to communicate using an economic and business-oriented language as well as the ability to apply skills and competencies acquired during the course will be evaluated.
3. Final exam: 40% on the final grade. Through this activity, knowledge and comprehension skills and competencies will be assessed.
In order to be considered an attending student, you must be part of a group and you must participate in groupwork. If you choose to take the exam as a nonattending student, you will only take the final exam which will count for 100% of the total final grade. The program for nonattending students includes chapters 1 to 7 and 9 to 14 from the textbook plus the case studies. The list of case studies will be provided at the beginning of the course.
Groupwork: each group will be assigned a project work (marketing plan) and a series of case studies to discuss in class. The output of the final project will consist in (max) 30 powerpoint slides. Both the written output and the presentations and discussions will be evaluated based on:
Originality and rigor (for the marketing plan)
Clarity
Completeness
(for discussions): ability to correctly apply theoretical analysis to the concrete examples
Ability to involve the class in the discussion
Creativity
Final Exam Information: the final exam will be composed of a mix of open questions, multiple choice and open answer questions, through which the student will have to show to know theoretical concepts, to know how to apply them to real world cases, thus demonstrating that he/she has acquired a good study method and the ability to learn, both necessary to continue autonomously the study of the subject matter. The number of questions within each typology will be decided by the instructor during the course and it will be communicated to students before the exam.
In order to pass the exam, it is necessary that the student gets at least 18/30 in each of the aforementionted activities.
The correct answer to all multiple choice questions, the demonstration of an excellent knowledge in open questions and the correct resolution of exercises leads to getting 30/30 with the possible awarding of cum laude.
The student will be evaluated as follows: 1. Presentation of a group project and discussion of case studies (group work): 60% on the final grade. Through this activity, the ability to communicate using an economic and business-oriented language as well as the ability to apply skills and competencies acquired during the course will be evaluated.
3. Final exam: 40% on the final grade. Through this activity, knowledge and comprehension skills and competencies will be assessed.
In order to be considered an attending student, you must be part of a group and you must participate in groupwork. If you choose to take the exam as a nonattending student, you will only take the final exam which will count for 100% of the total final grade. The program for nonattending students includes chapters 1 to 7 and 9 to 14 from the textbook plus the case studies. The list of case studies will be provided at the beginning of the course.
Groupwork: each group will be assigned a project work (marketing plan) and a series of case studies to discuss in class. The output of the final project will consist in (max) 30 powerpoint slides. Both the written output and the presentations and discussions will be evaluated based on:
Originality and rigor (for the marketing plan)
Clarity
Completeness
(for discussions): ability to correctly apply theoretical analysis to the concrete examples
Ability to involve the class in the discussion
Creativity
Final Exam Information: the final exam will be composed of a mix of open questions, multiple choice and open answer questions, through which the student will have to show to know theoretical concepts, to know how to apply them to real world cases, thus demonstrating that he/she has acquired a good study method and the ability to learn, both necessary to continue autonomously the study of the subject matter. The number of questions within each typology will be decided by the instructor during the course and it will be communicated to students before the exam.
In order to pass the exam, it is necessary that the student gets at least 18/30 in each of the aforementionted activities.
The correct answer to all multiple choice questions, the demonstration of an excellent knowledge in open questions and the correct resolution of exercises leads to getting 30/30 with the possible awarding of cum laude.
Testi
Armstrong, G., and Ph. Kotler, Marketing: An Introduction, Golbal Edition 11e, Pearson, 2013.
(There are a few differences in different editions of the course book. You can also study from other editions)
Students will be provided with a list of case studies that will be discussed in class by groups
(There are a few differences in different editions of the course book. You can also study from other editions)
Students will be provided with a list of case studies that will be discussed in class by groups
Contenuti
The course will be divided into two main parts.
The first part discusses Strategic Marketing, namely the choice of policies aiming at improving the competitive position of the firm, taking account of challenges and opportunities proposed by the competitive environment. This part mainly deals with STP strategy (Segmentation-Targeting-Positioning). However, students will be provided also definition of consumer behavior and marketing research.
The second part discusses Tactic Marketing, namely the tools and the techniques that marketing management can take in order to practically perform the strategy. In particular this part will deal with the 4Ps of Marketing (Product-Price-Promotion-Placement)
The course will also be integrated by two types of teamwork: presentation and discussion of case studies (2 groups will be presenting the case and two groups will discuss the cases on the basis of some questions provided by the instructor), and preparation of a marketing plan over a business chosen by the groups. The best projects will be presented at the end of the course.
The first part discusses Strategic Marketing, namely the choice of policies aiming at improving the competitive position of the firm, taking account of challenges and opportunities proposed by the competitive environment. This part mainly deals with STP strategy (Segmentation-Targeting-Positioning). However, students will be provided also definition of consumer behavior and marketing research.
The second part discusses Tactic Marketing, namely the tools and the techniques that marketing management can take in order to practically perform the strategy. In particular this part will deal with the 4Ps of Marketing (Product-Price-Promotion-Placement)
The course will also be integrated by two types of teamwork: presentation and discussion of case studies (2 groups will be presenting the case and two groups will discuss the cases on the basis of some questions provided by the instructor), and preparation of a marketing plan over a business chosen by the groups. The best projects will be presented at the end of the course.
Risultati Di Apprendimento Attesi
• Knowledge and comprehension ability: By the end of the course students will have developed ability to comprehend the link between the value generated for the customer, breadth and quality of market relationships.
• Ability to apply knowledge and comprehension: Such abilities will be acquired through the discussion of conceptual models and the development of applied project during the course.
• Autonony of judgment: By the end of the course students will have acquired ability to analyze problems and identify information needed to solve them. Specifically, students will have acquired critical thinking, problem-solving skills and team working skills as well as and ability to relate with others.
• Ability to communicate: By the end of the course students will have gained adequate competencies and tools to manage and transmit data and information to both specialist and non-specialist audiences.
• Learning ability: The course mainly aims to develop methodological capabilities, cognitive tools and capabilities that allow the students to know strategic and operational marketing techniques and adapt them to each specific context.
• Ability to apply knowledge and comprehension: Such abilities will be acquired through the discussion of conceptual models and the development of applied project during the course.
• Autonony of judgment: By the end of the course students will have acquired ability to analyze problems and identify information needed to solve them. Specifically, students will have acquired critical thinking, problem-solving skills and team working skills as well as and ability to relate with others.
• Ability to communicate: By the end of the course students will have gained adequate competencies and tools to manage and transmit data and information to both specialist and non-specialist audiences.
• Learning ability: The course mainly aims to develop methodological capabilities, cognitive tools and capabilities that allow the students to know strategic and operational marketing techniques and adapt them to each specific context.
Criteri Necessari Per L'assegnazione Del Lavoro Finale
The criteria for thesis assignment will be communicated at the beginning of the course.
Corsi
Corsi
ECONOMICS AND BUSINESS
Laurea
3 anni
No Results Found
Persone
Persone (2)
No Results Found