Scheda insegnamento


L'insegnamento contribuisce al perseguimento degli Obiettivi di Sviluppo Sostenibile dell'Agenda 2030 dell'ONU.

Parità di genere Lavoro dignitoso e crescita economica Imprese innovazione e infrastrutture

Anno Accademico 2022/2023

Conoscenze e abilità da conseguire

The goal of this course is to implement the main marketing strategies using a business game to simulate a real market scenario. Making decisions and allocating resources among different marketing variables will improve students’ knowledge of both operational and marketing strategies. Students use marketing techniques to analyze data and improve their decisions. By the end of the course students are able to (a) implement effective marketing strategies and (b) evaluate the level of effectiveness of their decisions.


This course is organized in two modules. Module 1 presents the key concepts revolving around strategy in business. In module 2, business games are deployed to simulate a real market scenario.

Module 1 (Prof. D. Bolzani)


Introduction to strategy

Macro-environment analysis

Industry and sector analysis

Resources and capabilities

Stakeholders and governance

Diversity, equity and inclusion

Culture and history

Business strategy

Corporate strategy

Teaching methods:

Lectures, case studies, groupwork, guest speakers.

Module 2 (Prof. M. Lund)


Business Models vs. Strategy

Business Design, Games, and methods

Data-driven strategy and business

Business Narratives

Teaching methods:

Groupwork, hands-on business games development and design


Book for Module 1: TBD

Book for Module 2: Osterwalder, Alexander, and Yves Pigneur. Business model generation: a handbook for visionaries, game-changers, and challengers. John Wiley & Sons, 2013.

Metodi didattici

Lectures, small-group activities, case studies, presentations, project work, guest speakers, game-based activities, Q&A sessions.

Modalità di verifica e valutazione dell'apprendimento

Module 1: The final mark is based on groupwork and a written exam to be taken in the classroom.

Module 2: The final mark is based on EITHER students' group presentations or a written exam to be taken in the classroom.

The final mark for the course will be an average of the mark for Module 1 and the mark for Module 2.

The range of grades for every component (written exam, group presentations) are as follows:

  • <18 not sufficient;
  • 18-23 sufficient;
  • 24-27 good;
  • 28-30 very good;
  • 31 (30 Lode) excellent.

Strumenti a supporto della didattica

All materials will be made available on https://virtuale.unibo.it/


Module 1: In presence or online, by appointment only by emailing: daniela.bolzani@unibo.it

Module 2: Online and by appointment only by emailing: ml@business.aau.dk

Orario di ricevimento

Consulta il sito web di Daniela Bolzani

Consulta il sito web di Morten Lund