BUSINESS MANAGEMENT AND MARKETING - 2
|Official course title||GESTIONE DELLE IMPRESE E MARKETING - 2|
|University credits||6 of 12 of GESTIONE DELLE IMPRESE E MARKETING|
|Degree level||First Cycle Degree M.D.270|
|Educational sector code||SECS-P/08|
Degree Programmes and curricula
Other parts of the course
The course aims to impart some basic knowledge regarding the operations of the firm and the key issues related to its management. In the first part the methodological foundations and context for the modern theory of the firm are presented; then, the course describes the critical issues and the tools for the management of production processes and of supply-chain relations. The second part provides fundamental marketing concepts to manage the relationship between the firm and its markets. Market analysis, consumer behavior and marketing mix tools are presented, then the course will be focused on the problems and applications of methodologies in the development of marketing strategies.
Economia Politica I, Matematica I, Statistica I
1. Principles of management;
2. Organization, globalization and competition;
3. The theory of the firm in the evolution of economic studies
4. Management of production processes
5. Purchasing and supply-chain management.
6. Marketing concept
7. Consumer behaviour
8. Marketing mix
8.4 Promotion and communication.
Recommended Reading List
First part of the course
Lorenzoni G., Dalla catena del valore al sistema delle attività [cap.1, pp. 13-39], in A. Lipparini (a cura di) Economia e gestione delle imprese, Il Mulino, Bologna, 2007. (27 pp).
Volpato G. (a cura di), Economia e Gestione delle Imprese. Fondamenti e applicazioni, (2° edizione), Carocci, Roma, 2010 [esclusi capitoli 3 e 4 e 7]. (181 pp.).
Ghemawat P., (2008), “The Hard Reality of Semiglobalization and how to profit from it”, Change This!, n.40.08, http://changethis.com/manifesto/show/40.08.HardReality
Hayes R.H, Wheelwright S.C., Link manufacturing process and product life cycles, HBR January-February 1979, p.133.
Additional readings and materials will be published on the course page in the faculty website: Collegamenti: “materiale didattico" -->"materiale didattico riservato"-->"Gestione delle Imprese e Marketing (parte prima)".
Second part of the course
Lambin J.J., (2008), Market-driven Management – Marketing strategico e operativo, McGraw-Hill, 5/Ed capitoli 1,3,4,5 (only 5.1 e 5.2),6,7,9,11,12,13,15,16 (300 pagine)
Additional readings and materials will be published on the course page in the faculty website: Collegamenti: “materiale didattico" -->"materiale didattico riservato"-->"Gestione delle Imprese e Marketing (parte seconda)".
written and oral
The exam is written, an additional oral examination may occur depending on the grade of the written exam. The details regarding the final exam will be given by the instructors at the beginning of the course
- Course with sustainable contents
- University credits of sustainability: 1
- Lecture notes, material for reference or for self-assessment available online or as e-book