- Docente: Marcello M. Mariani
- Credits: 7
- SSD: SECS-P/08
- Language: English
- Moduli: Marcello M. Mariani (Modulo 1) Morten Lund (Modulo 2)
- Teaching Mode: Traditional lectures (Modulo 1) Traditional lectures (Modulo 2)
- 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
This course consists of two modules. In Module 1 the core concepts revolving around strategy in business are introduced and discussed. In module 2, business games are deployed to simulate a real market scenario.
Module 1 (Prof. M. Mariani)
Lesson 1 – Introducing strategy
Lesson 2 – Macro-environment analysis
Lesson 3 – Industry and sector analysis
Lesson 4 – Resources and capabilities
Lesson 5 – Stakeholders and governance
Lesson 6 – History and culture
Lesson 7 – Case Study
Lesson 8 – Business strategy
Lesson 9 – Corporate strategy
Module 2 (Prof. M. Lund)
Lesson 1 – Business Models VS. Strategy
Lesson 2 – Business Models VS. Strategy continued
Lesson 3 – Business Design, Games, and methods
Lesson 4 – Hands-on Business Design / Game (Business models and IOT)
Lesson 5 – Business Design Game (Business models and IOT)
Lesson 6 – Business Models VS. Strategy & Data-driven strategy and business
Lesson 7 – Business Narratives
Lesson 8 – Group presentations
Lesson 9 – Group presentations
Readings/Bibliography
Osterwalder, Alexander, and Yves Pigneur. Business model generation: a handbook for visionaries, game-changers, and challengers. John Wiley & Sons, 2013.
Whittington, R., Regnér, P., Angwin, D., Johnson, G., and Scholes, K. (2020) Exploring strategy. 12th ed., Harlow: Pearson.
Teaching methods
Lectures. Presentations. Small-group activities. Case studies. Project work. Game-based activities. Q&A sessions.
Assessment methods
Module 1: The final mark is based on an online written exam to be taken in the classroom.
Module 2: The final mark is based on EITHER students' group presentations during lecture 8 & 9 OR an online 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;
- 30 Lode excellent.
Teaching tools
All materials can be found on https://virtuale.unibo.it/
Module 1: Online and by appointment only by emailing: marcello.mariani@unibo.it [mailto:marcello.mariani@unibo.it]
Module 2: Online and by appointment only by emailing: ml@business.aau.dk [mailto:ml@business.aau.dk]
Office hours
See the website of Marcello M. Mariani
See the website of Morten Lund