- Docente: Luca Pareschi
- SSD: SECS-P/07
- Language: English
- Moduli: Luca Pareschi (Modulo 1) Marco Visentin (Modulo 2)
- Teaching Mode: Traditional lectures (Modulo 1) Traditional lectures (Modulo 2)
- Campus: Bologna
- Corso: Second cycle degree programme (LM) in Innovation and Organization of Culture and the Arts (cod. 0902)
Learning outcomes
The course is expected to provide students with the basic principles of strategy and management, enabling them to improve their comprehension through readings, case studies analysis, class exercises, and discussions.
Course contents
Course outline:
Strategy – module 1
We will discuss what strategy is and how and why to conduct strategic analysis.
#1: Introduction to Strategy
- Ghemawat, Chapter 1
- Grant, Chapter 1
#2: Industry and competition analysis
- Grant, Chapter 3
- Grant, Chapter 4 (only pages 90-93)
#3: Analysis of the firm
- Grant, Chapter 2, 5, 6
#4: Analysis of competitive advantage
- Grant, Chapter 7,8
#1: Introduction to Marketing and Consumer behaviour
- Kotler Chapters 1, 5
#2: Products, Promotion
- Kotler Chapter 11, 15
#3: Pricing, Place
- Kotler Chapter 14,18
#4: Strategy and marketing applied: new trends in cultural industries
- Nesta report "Future of publishing"
Readings/Bibliography
- Ghemawat, Pankaj. Strategy and the Business Landscape. Prentice Hall, 2001.
- Grant, Robert. Contemporary Strategy Analysis, 9th edition. John Wiley & Sons Ltd, 2016.
- Kotler; Armstrong. Principles of Marketing 12th Edition. Prentice Hall 2008.
Additional readings (case studies) for class discussion will be distributed in class. Further documents will be uploaded on moodle.
Teaching methods
you must attend 70% of the lessons (6 lessons out of 8). Those who do not meet this requirement must repeat the course next year. Classes will be interactive! Expect to participate in class discussions, to be ready to comment on assigned readings and to actively participate in occasional group work in class.
Assessment methods
You will be evaluated both on classroom participation and on a final exam. At the end of the crash course you will get a pass/fail note.
Teaching tools
You can subscribe to moodle page to find slides, case studies, other stuff
Office hours
See the website of Luca Pareschi
See the website of Marco Visentin
SDGs
This teaching activity contributes to the achievement of the Sustainable Development Goals of the UN 2030 Agenda.