The course aims to provide the essential tools to understand the dynamics of corporate behavior, encompassing the external environment of firms and their internal processes. The various types of companies, the development of the company, competitive strategies, organizational planning choices, and the assessment of strategic performance will be examined. Among business functions, special emphasis will be placed on marketing, focusing specifically on informational, strategic, and operational marketing processes, as well as the impact of digital technologies on these processes. The course will examine the theoretical frameworks, methodologies, and instruments essential for analyzing the competitive landscape, strategic management, and marketing strategies and processes tailored to address particular business challenges. Moreover, this course aims to enhance entrepreneurial competencies, providing students with opportunities to participate in collaborative projects that focus on the ideation and elaboration of innovative business ideas.

- The business system and the competitive environment

- Dimensional variety and corporate governance

- The development of the company and competitive strategies

- The implementation of strategies and the company's organizational structure

- 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

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 autonomously develop examples. Knowledge and understanding will be fostered both 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. Moreover, particularly through group work aimed at developing entrepreneurial ideas, the student will have developed an entrepreneurial attitude.

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

Course books

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Assessment

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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.