- Docente: Daniela Bolzani
- Crediti formativi: 7
- SSD: SECS-P/08
- Lingua di insegnamento: Inglese
- Moduli: Daniela Bolzani (Modulo 1) Morten Lund (Modulo 2)
- Modalità didattica: Convenzionale - Lezioni in presenza (Modulo 1) In presenza e a distanza - Blended Learning (Modulo 2)
- Campus: Forli
- Corso: Laurea in Economia e commercio (cod. 9202)
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Orario delle lezioni (Modulo 1)
dal 21/02/2023 al 17/05/2023
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Orario delle lezioni (Modulo 2)
dal 03/05/2023 al 31/05/2023
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.
Contenuti
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)
Contents:
– 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)
Contents
– 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
Testi/Bibliografia
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/
OFFICE HOURS:
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
SDGs
L'insegnamento contribuisce al perseguimento degli Obiettivi di Sviluppo Sostenibile dell'Agenda 2030 dell'ONU.