ECONOMICS AND BUSINESS MANAGEMENT
Academic year and teacher
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- Versione italiana
- Academic year
- 2017/2018
- Teacher
- LAURA RAMACIOTTI
- Credits
- 6
- Didactic period
- Primo Semestre
- SSD
- SECS-P/06
Training objectives
- The student learns:
- the different forms of market ,
- strategies to use in order to maximise profitability and efficiency while minimising costs,
- what a balance sheet is and its purposes,
- what an intellectual property and property right is
- what a business plan is and its purposes
The skills are referred to:
- identify the best strategies in order to maximise profitability and efficiency while minimising costs,
- understand a balance sheet and assess the profitability of a product,
- protect an invention selecting the best form of protection
- redact a businss plan in order to apply for funding. Prerequisites
- None.
Course programme
- First part
- the protection of inventions,
- the protection of the brand,
- the creation of a business plan,
- sources of innovation,
- technological curves,
- definition of notion of economic specialisation and division of labour (economies of scale, vertical and horizontal integrations and globalisation of market),
- definition of the notions of exchange, sector, market and of the different market typologies,
- the aims of academic and firm spin offs,
- objectives of the balance sheet: how to read it.
Second part - definition of the marketing concept and of the strategies towards the market,
- the variables to segment the market,
- the market analysis
- the relevance of client orientation and the analysis of consumers purchasing behaviour,
- marketing planning and analysis of competition,
- marketing strategies in relation with the marketing mix elements: Price, Product, Place and Promotion,
- the product life cycle. Didactic methods
- Theoretical lectures.
Learning assessment procedures
- The exam is divided in two parts.
1. Written text with two open questions; the aim is to evaluate the comprehension and the critical assessment of the topics dealt withtin the course. This exam part will last one hour. The student will pass this part with an evaluation of 18/30.
2. Oral exam aimed to discuss the written answer and to deepen the critical abilities of the students to discuss the topics of the course.
The final mark will be the mean of the received evaluation of the two exam parts. Reference texts
- 1) Conoscere l'impresa, a cura di Fabio Antoldi, McGraw-Hill, Milano, 2004
2) Marketing Management. Analisi, pianificazione, attuazione e controllo, Kotler Philip, Walter G. Scott, Ed. ISEDI, Milano, 2002
3) Marketing Management, Winer Russel S., Ed. APOGEO, Milano, 2000. Ed. italiana a cura di Piergiorgio Re e Fabrizio Mosca
4) Gestione dell'innovazione, Melissa A. Schilling, Ed. McGraw-Hill, 2009, Milano, Ed. italiana a cura di F. Izzo
Further material:
Lectures' slides
