BUSINESS MANAGEMENT AND MARKETING - 2

Professor

Degree Programmes and curricula

Other parts of the course

Contents

Educational Goals

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.

Requirements

Requirements:
Economia aziendale

Suggested requirements:
Economia Politica I, Matematica I, Statistica I

Contents

First part
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.

Second part
6. Marketing concept
7. Consumer behaviour
8. Marketing mix
8.1 Product
8.2 Price,
8.3 Distribution
8.4 Promotion and communication.


Recommended Reading List

First part of the course
Required readings:
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
Required reading
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)".

Assessment

written and oral

Teaching Methods

Lecture

Teaching Language

Italian

Other information

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

Sustainability

• Course with sustainable contents
• University credits of sustainability: 1
• Lecture notes, material for reference or for self-assessment available online or as e-book