- Docente: Fabio Rizzi
- Credits: 8
- SSD: SECS-P/08
- Language: English
- Teaching Mode: Traditional lectures
- Campus: Forli
- Corso: First cycle degree programme (L) in Economics and business (cod. 9202)
Learning outcomes
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.
Course contents
Lesson 1 – The strategic position (part 1)
Introducing strategy
Macro-environment analysis
Industry and sector analysis
Lesson 2 – The strategic position (part 2)
Resources and capabilities
Stakeholders and governance
History and culture
Lesson 3 – Strategic choices (part 1)
Business strategy and models
Corporate strategy and diversification
Simulation: The prisoner’s dilemma
Lesson 4 – Strategic choices (part 2)
International strategy
Entrepreneurship and innovation
Mergers, acquisitions and alliances
Lesson 5 – Strategy in action (part 1)
Evaluating strategies
Strategy development processes
Organising and strategy
Lesson 6 – Strategy in action (part 2)
Leadership and strategic change
The practice of strategy
Simulation: The food truck challenge (HBPE)
Lesson 7 – Game Theory (part 1)
Strategic Form Games
Lesson 8 – Case study / Guest Speaking
Manchester United FC: competing with Europe’s elite clubs
How a Senior Director Thinks and Acts Strategically (video)
Lesson 9 – Game Theory (part 2)
Extensive Form Games
Lesson 10 – Group Presentations / Simulation
Group presentations
Simulation: Welcome To the Jungle
Timetable
Lesson 1 – 11/03/2020 (11:00-17:00)
Lesson 2 – 18/03/2020 (11:00-17:00)
Lesson 3 – 25/03/2020 (11:00-17:00)
Lesson 4 – 22/04/2020 (09:00-15:00)
Lesson 5 – 29/04/2020 (09:00-15:00)
Lesson 6 – 06/05/2020 (09:00-15:00)
Lesson 7 – 13/05/2020 (09:00-15:00)
Lesson 8 – 20/05/2020 (09:00-15:00)
Lesson 9 – 27/05/2020 (09:00-15:00)
Lesson 10 – 29/05/2020 (09:00-15:00)
Readings/Bibliography
Strategy:
Johnson, G., Whittington, R., Scholes, K., Angwin, D. and Regnér, P. (2017) Exploring strategy. 11th ed., Harlow: Pearson.
Business Games:
Dutta, P. K. (1999) Strategies and games: theory and practice. Cambridge: The Mit Press.
Teaching methods
Lectures. Presentations. Small-group activities. Assignments. Coaching and mentoring. Case studies. Online discussion boards. Project work. Game-based activities. Q&A sessions.
Assessment methods
Attendance and active participation. Oral and written assignments and exercises. Written and oral exam.
Teaching tools
Online and offline resources.
Office hours
See the website of Fabio Rizzi
SDGs
This teaching activity contributes to the achievement of the Sustainable Development Goals of the UN 2030 Agenda.