TRANSITION MANAGEMENT: DESIGN, STRATEGY AND COMMUNICATION

This course is an elective within the Master's degree program in Marketing Management. It aims to explore key topics and their implications for transition management, including organization, innovation, internationalization, and sustainability, which complement core marketing management perspectives, with a particular emphasis on innovation. The role of innovation in transition management, as well as the specific strategic role of marketing in managing transitions, are central themes of this course. Its main objective is to enable students to understand and engage with topics that are complementary to marketing, to develop an open-minded perspective, and to analyze and discuss their strategic implications for organizations, firms, managers, employees, and entrepreneurs.

By the end of this course, students will be able to:
- Understand the key concepts, theories, and associated practices linked to transition management, particularly in the areas of organization, innovation, internationalization, and sustainability topics
- Be acquainted with and understand the main dimensions of the analysis of organization, innovation, internationalization, and sustainability
- Learn about and understand associated measures with organization, innovation, internationalization, and sustainability within a complex and global context
- Be able to integrate organization, innovation, internationalization, and sustainability into strategic marketing decision-making
- Understand and analyze the strategic role of marketing in transition management
- Assess the strategic implications of these topics for organizations, firms, managers, employees, and entrepreneurs

No previous exams are required.

The course provides an overview of transition management in relation to marketing management, with a specific focus on complementary dimensions such as organization, innovation, internationalization, and sustainability.
The main topics covered include:
- Introduction to transition management, related concepts, theories, challenges, and associated practices
- Organizations, structure design and associated evolutions integrating competencies, knowledge, and choices’ coherency
- Forms of innovation within organizations: product, process, organizational, and marketing innovation (PPOM)
- Internationalization of organizations in a complex, global, and multicultural context
- Sustainability in organizations, and associated concepts, challenges and practices
- Strategic tools and recommendations for firms, organizations, managers, employees, and entrepreneurs
The course combines theoretical and practical approaches, including international academic publications, reports, statistics, videos, and case studies synthesis, analysis and discussions.

The teaching materials - including course slides, international academic publications, international reports, statistics, videos, and case studies - will be made available in electronic format on the Moodle platform throughout the course.

Learning is assessed through a written examination. During the exam, students are expected to demonstrate their understanding of the topics covered, as well as their ability to critically analyze them. Students are required to draw on the teaching materials provided during the course, including slides, international academic publications, reports, statistics, videos, and case studies.
Assessment will be based on:
- A series of open-ended questions related to the course topics designed to evaluate students’ knowledge, understanding, and analytical skills
- The ability of students to apply this knowledge through critical discussion and analysis of international academic publications, reports, statistics, videos, and case studies used during the course

scritto

Il/la docente ha il dovere di vigilare affinché siano rispettate le regole di autenticità e originalità delle prove d'esame. Di conseguenza, nei casi in cui vi sia il sospetto di un comportamento irregolare, l'esame può prevedere un ulteriore approfondimento, contestuale alla prova d'esame, che potrà essere realizzato anche in modalità differente rispetto alle modalità sopra riportate.

Excellence (28-30): Excellent mastery of the related topics of the course; strong ability to use sources of the course and to contextualize the information; use of appropriate terminology based on the course’s materials; ability to conduct a critical analysis
High score (26-27): Good knowledge of the topics covered during the course; solid ability to use course materials; appropriate use of terminology; satisfactory critical analysis
High average score (24-25): Adequate knowledge of the different topics, though not always in depth; generally clear presentation; occasional misuse of terminology
Low average score (22-23): Superficial understanding of the related topics of the course; lack of clarity in explanations; limited use of appropriate terminology
Low score (18-21): Insufficient knowledge of the related topics of the course; confusion in the use of course materials; weak contextualization; incorrect use of terminology

The course combines lectures with international academic publications and reports, analyses, and discussions. It also includes statistics discussion, case studies analysis, as well as videos. An innovative pedagogical approach is adopted, emphasizing experiential learning and placing students at the center of the learning process. This includes active participation, interaction, co-construction of knowledge, and learning by doing throughout the sessions.

Questo insegnamento tratta argomenti connessi alla macroarea "Economia circolare, innovazione, lavoro" e concorre alla realizzazione dei relativi obiettivi ONU dell'Agenda 2030 per lo Sviluppo Sostenibile