B2814 - Business in Action

Learning outcomes

The aim of the course is to develop the ability to understand, define and plan firms’ competitive strategies in competitive environments, as well as to develop the ability to implement them. The course is based on the use of business game simulations as a vehicle for learning-by-doing. The experience with the business game allows students to apply under real market conditions the theory they learned during previous classes and grants them to operate in a competitive environment with incomplete information and to learn over time by reviewing their decisions. Students are called to work in teams to manage a company that operates in an established market and have the opportunity to invest in an emerging one. Though the use of the simulations students are required to develop the business, justifying and reporting the decisions they make for their simulated firm. The first part of the course will focus on marketing strategy and students will strengthen their knowledge on brand management, pricing strategies, segmentation, targeting and positioning analysis. The second part of the course will focus on business strategy allowing students to overview of a firm and the different management functions (accounting, finance, HR, marketing, strategy and supply chain operations), learn how to define and implement a successful business strategy, and take effective decisions. At the end of the course the student will be able to: - understand strategic, marketing, sales, operation, and logistics choices; - use Financial Statements to evaluate their firm’s performance - understand market research data and use them to implement a marketing decision - take effective decisions able to create value for the company - conduct market and competitor analysis - work in team, managing a large amount of information with strict deadlines

Course contents

MODULE 1

The course is based on the use of the business game Markstrat. The

business game allows students to simulate the decision making process of a technological company operating in an international context. Students will have the opportunity to work in small teams and manage decisions related to existing brands and new product development and introduction and will play one against the other to gain market share.

50% of the corse will be based on the use of the business game

In the remaining 50% some topics will be discussed: Marketing planning process, analyis and definition of a marketing strategy for n international company. Moreover, students will learn how to manage analytical tools generated by the software, so that they will learn how to make better decisions using market data (simulated by Markstrat).

Specifically, students will be able to:

• understand the marketing planning process, and out to implement marketing strategies in an international environment. Specifically, students will learn how to interpret and use segmentation targeting and positioning data

• learn how to manage a brand portfolio, to select distribution channels, to allocate communication budget and to define prove policies for a company operating in an international environment

• Interpret and use analytical tools and performance measurement data

MODULE 2

Through a combination of lectures, interaction with guest speakers and learning by doing the students will gain exposure to:

· Customer discovery methodology and its application to new product development.

· Strategy analysis techniques based in particular on company financial reports.

· Why and how Climate change represents both a threat and an opportunity for companies and economy at large.

· How the UN Sustainability Development Goals framework can help the companies and the financial world to respond to develop their sustainable strategy.

· Design and evaluate with creativity and innovation business models of new ventures related to efficient use of energy and raw materials.

The interaction with guest speakers from industry will expose the students also to what are the critical leadership skills necessary to lead an organization.

On successful completion of the course, the students will be expected to be able to:

ILO-1 Correctly build and quantitatively estimate the sustainable strategic positioning of a business initiative.

ILO-2 Experiment how to apply Customer discovery methodology with particular attention to innovative sustainable technologies.

ILO-3 Critically evaluate how sustainability practices can be applied by companies in a way that is both profitable to the business and to society at large.

Readings/Bibliography

MODULE 1

Attending students

Markstrat students' handbook

Global Marketing 9 ed. Keegan Green, 2017

Chapters 1, 2, 6, 7, 10, 12

Non attending students

Global Marketing 9 ed. Keegan Green, 2017

Chapters 1, 2, 3, 4, 6, 7, 8, 9, 10, 11, 12, 13,14

 

MODULE 2

Slides presented in class and published on Virtuale with their sources.

Selected readings from the following books and reports (details will be provided):

Tirole, J., Economics for the Common Good, translated by Steven Rendall, Princeton University Press, Princeton, 2018.

Allwood, JM, and Cullen, J, 2012, “Sustainable Materials – With Both Eyes Open.”, Cambridge: UIT Cambridge, available also athttp://www.withbotheyesopen.com/

Dessler, A. E. (2021). Introduction to Modern Climate Change (3rd ed.). Cambridge: Cambridge University Press.

IPPC 6th Assessment Report: Climate Change 2021 The Physical Science Basis. Summary for Policymakers. Available also at https://www.ipcc.ch/report/ar6/wg1/downloads/report/IPCC_AR6_WGI_SPM.pdf

McKay, D. J., “Sustainable Energy — without the hot air”, UIT 2008, available also at http://www.withouthotair.com [http://www.withouthotair.com/] . Only part I, III and IV.

Teaching methods

Lectures, business game simulations, team work and student presentations

Assessment methods

MODULE 1

Attending students

Markstrat final presentation: 50%

Written exam: 50%

Written exam will consist of a mix of multiple choices, open ended questions and questions related to a case study.

Global Marketing 9 ed. Keegan Green, 2017

Chapters 1, 2, 6, 7, 10, 12

Non attending students

Written exam: 100%

Written exam will consist of a mix of multiple choices, open ended questions and questions related to a case study.

Global Marketing 9 ed. Keegan Green, 2017

Chapters 1, 2, 3, 4, 6, 7, 8, 9, 10, 11, 12, 13

• <18 fail
• 18−23 sufficient
• 24−27 good
• 28−30 very good
• 30 e lode excellent

MODULE 2

The course attempts to reach its learning objectives by offering a balanced menu of theory and learning by doing cases, internal discussions and guest speakers. The course will encompass the following elements: lectures by the instructor; group and individual assignments; interactive session with guest lecturers; plenary discussions on relevant topics.

All the slides set presented in class will be posted on Virtuale as well as other supporting material.

For those students who will attend the course the individual performance will be evaluated through class participation, group assignments and individual contribution to the Customer Discovery Journey assignement. The group’s performance is evaluated through a group assignment that will consist in the analysis of strategic positioning of a real company.

For those students who will not attend the course the individual performance will be assessed through a assignement that will be developed within 48 hours and uploaded to Virtuale 5 days before the published date of the final exam. In this way the final mark will be recorded on UNIBO system the day of the exam. The assignement will be instrumental to evaluate the ILOs of the module based on the below reading list.

The grades in the Italian university system are expressed out of thirty. The passing grade is 18/30. In case of full grade (30/30) the Professor(s) may also decide to award honours (lode).

 

Office hours

See the website of Alessandra Zammit

See the website of Alessandro Pastore