The course aims to provide the basic tools for understanding the dynamics of corporate behavior, both in relation to the external environment and with reference to internal processes. The themes of the variety of companies, organizational planning choices, competitive strategies, and the evaluation of strategic performance will be explored. As part of the corporate functions particular attention will be paid to marketing, in particular to the key concepts of information, strategic and operational marketing processes, and to the changes taking place with the advent of new digital technologies. The course will examine the theoretical aspects, methodologies, and tools for understanding the business competitive context, strategic business management and marketing strategies and processes to be applied to solve specific business problems.

- The business system and the competitive environment

- Dimensional variety and corporate governance

- Organizational planning and organizational models

- Strategic analysis, competitive strategies, and strategic performance evaluation

- Business functions

- The principles of marketing and its role in the company

- The marketing information system and market analyses

- Strategic marketing choices: objectives, segmentation, brand positioning

- Operational marketing

- The marketing plan

- Marketing approaches based on new technologies

No

Knowledge and understanding: at the end of the course, the student must have acquired the knowledge and ability to understand the specifics of management and marketing processes as set out and represented in the study program. Understanding of the topics covered will be demonstrated through presentation skills, in the sense of personalized and in any case correct presentation also in the specific language, and the ability to develop examples autonomously. Knowledge and understanding will be fostered with lectures and examples and through moments of comparison and debate in the classroom.

Applied knowledge and understanding: at the end of the course, the student must be able to apply the principles, models, and strategies of business management appropriately, in different sector and market situations, with particular reference to:

. the fundamental criteria, methods, and techniques of corporate management, organization, and governance;

· the principles and methods of management and planning of marketing processes;

The development of analytical skills and outcome skills will be facilitated by discussions of business cases, group work, and in-depth seminars.

Making judgments: at the end of the course, the student must have acquired the ability to autonomously identify and evaluate the adoption of the most appropriate tools for corporate management and governance and its marketing processes.

Communication skills: at the end of the course, the student must have acquired clear and effective communication skills, thanks to a good command of the vocabulary related to the topics covered during the course, in order to interpret and communicate, both internally and externally of organizations, the management performance of the company. The specific vocabulary must be acquired through interventions by the student during the lessons, requested to this end by the teacher. Equally significant will be the group work carried out.

Learning skills: at the end of the course, the student should have developed good independent learning skills that allow him to:

· to deepen the conceptual tools and operational skills suitable for being applied to good corporate management and governance and to the correct management of corporate marketing processes.

· to undertake further individual training/updating courses.

The ability in question will be solicited both through research activities on the web and through in-depth material provided by the teacher on the platform.

The teaching material prepared by the lecturer in addition to recommended textbooks (such as for instance slides, lecture notes, exercises, bibliography) and communications from the lecturer specific to the course can be found inside the Moodle platform › blended.uniurb.it

Teaching

- Frontal lessons

- Discussion of case studies

- Seminars held by experts and managers

- Company visit

- Group work and presentation of results

Innovative teaching methods

Group work is based on the problem-solving approach.

Attendance

No

Course books

- Teaching materials made available on the Moodle platform › blended.uniurb.it.

- Tunisini A., Ferrucci L., Pencarelli T., 2020, Business economics and management. Strategies and tools for competitiveness and business management, Milan, HOEPLI.

(The chapters to be studied will be indicated by the professor)

Assessment

The assessment takes place through an oral exam during which the student must demonstrate that he/she has acquired full mastery of the concepts studied and the indispensable skills/competencies identified as objectives in the outcome suitable for implementing the systems and tools of a strategic and operational nature useful for a good management and corporate governance and the correct management of corporate marketing processes. Furthermore, the student must be able to present his arguments rigorously and use appropriate language.

During the course, group work will be proposed, the participation of which is optional. The activity will be evaluated by the teacher and the participating students will be granted, depending on the evaluation, a bonus of up to 2 points to be added to the exam score. Group work tackles a concrete business management challenge and requires an analysis and strategy formulation phase. Group work allows applying the knowledge learned in the course and will be evaluated on the basis of the correct application of concepts, methodologies, and tools, and on the feasibility and creativity of the proposed solution.

Disability and Specific Learning Disorders (SLD)

Students who have registered their disability certification or SLD certification with the Inclusion and Right to Study Office can request to use conceptual maps (for keywords) during exams.

To this end, it is necessary to send the maps, two weeks before the exam date, to the course instructor, who will verify their compliance with the university guidelines and may request modifications.

Course books

- Tunisini A., Ferrucci L., Pencarelli T., 2020, Business economics and management. Strategies and tools for competitiveness and business management, Milan, HOEPLI.

The chapters to be studied are the following: 2, 3, 5, 6, 7, 11, 13, 15, 16,17.

- Material made available by the teacher.

Assessment

The assessment takes place through an oral exam during which the student must demonstrate that he/she has acquired full mastery of the concepts studied and the indispensable skills/competencies identified as objectives in the outcome suitable for implementing the systems and tools of a strategic and operational nature useful for a good management and corporate governance and the correct management of corporate marketing processes. Furthermore, the student must be able to present his arguments rigorously and use appropriate language.

Disability and Specific Learning Disorders (SLD)

Students who have registered their disability certification or SLD certification with the Inclusion and Right to Study Office can request to use conceptual maps (for keywords) during exams.

To this end, it is necessary to send the maps, two weeks before the exam date, to the course instructor, who will verify their compliance with the university guidelines and may request modifications.