COMPETITIVE ANALYSIS

The course is one of the elective courses of the degree program in Business Administration and aims at providing the student with the fundamental concepts of competitive analysis. The main topics of the course deal with the analysis of the competitive advantage of the firm, the analysis of the industry attractiveness and tools for competitors identification.

After completing the course, students will be able to analyze the attractiveness of an industry, the competitive dynamics among rival firms, and the sources of their competitive advantage.
Active participation in the training activities proposed by the course (lectures, group work and company testimonials) will provide the student with a series of tools regarding the application of the theoretical tools learned during their course of study, as well as additional new tools proposed during the course. Students will also have the opportunity to concretely apply what they have learned, drafting a series of works that will ultimately constitute a valid report for the final evaluation.
The active participation in the training activities proposed by the course and individual study will enable students to:
- know the main tools of competitive analysis;
- know how to exemplify the main theoretical concepts related to the analysis of competition;
- know how to determine the most appropriate method for analyzing how firms compete.

For any pre-requisites, students must refer to their study plan

1. An introduction to competitive analysis and its evolution over time
2. Tools for competitors identification
3. The analysis of the industry attractiveness
4. The analysis of the competitive advantage: cost leadership and differentiation
5. Blue ocean strategies and value innovation
6. Competition and sustainable Development

As for the exam preparation, various documents in digital format will be available to be downloaded at the link “Moodle” (on the instructor’s web page). Study materials include both scientific articles and the slides presented in class by the instructor. Scientific articles will be uploaded on Moodle before the beginning of the course.

The final exam aims at verifying that the student has acquired the concepts presented during the lessons, is familiar with the main tools of competitive analysis and knows how to integrate this knowledge and skills to solve business problems of a theoretical and practical nature. Written exam, with a mix of open-ended and multiple-choice questions. Approximately: 5 multiple choice questions, 2 points each question; 2 open questions or exercises, 11 points each question. Test duration: 60 minuti.
During the written test the use of books, notes and electronic devices is not allowed. The final grade will also reflect the students' performance on the learning activities carried out during the course (case study discussions and group work), up to 3 points. Through these activities, the student must demonstrate knowledge of the topics covered during the course and know how to apply them to practical contexts.

written

Regarding the grading scale:
A. Scores in the range of 18-22 are awarded when there is:
- Sufficient knowledge and understanding in relation to the program.
- Ability (although limited) to apply knowledge and evaluate proposed cases or scenarios, or analyse data, formulating independent judgments.
- Sufficient communication skills

B. Scores in the range of 23-26 are awarded when:
- Fair knowledge and understanding in relation to the program.
- Fair ability to apply knowledge and evaluate proposed cases or scenarios, or analyse data, formulating independent judgments.
- Fair communication skills

C. Scores in the range of 27-30 are awarded when:
- Good or excellent knowledge and understanding in relation to the program
- Good or excellent ability to apply knowledge and evaluate proposed cases or scenarios, or analyse data, formulating independent judgments.
- Good or excellent communication skills

D. Honors are awarded when excellent knowledge and understanding applied in relation to the program, excellent judgment capacity, and communication skills are demonstrated

Lectures centered on theoretical issues, in-class exercises, discussion of case studies.