Università degli Studi di Urbino Carlo Bo / Portale Web di Ateneo


MARKETING AND BUSINESS MANAGEMENT
GESTIONE D'IMPRESA E MARKETING

A.Y. Credits
2021/2022 6
Lecturer Email Office hours for students
Laura Bravi Reception hours are on Mondays from 2.00 pm to 4.00 pm
Teaching in foreign languages
Course with optional materials in a foreign language English
This course is entirely taught in Italian. Study materials can be provided in the foreign language and the final exam can be taken in the foreign language.

Assigned to the Degree Course

Applied Informatics (LM-18)
Curriculum: ANALISI STATISTICO-ECONOMICA PER LE IMPRESE
Date Time Classroom / Location
Date Time Classroom / Location

Learning Objectives

The course aims to prepare the student on the theoretical, methodological and managerial aspects related to business management and business marketing strategies for their use and application for the resolution of specific business problems. To this end, the course provides the knowledge, methodologies and tools to understand the competitive business context, the dynamics of governance and strategic business management, the management of innovation and marketing processes and strategies.

Program

- The corporate system and the competitive environment

- Dimensional and corporate governance variety

- Organizational planning and organizational models

- Business development: strategies, models and tools for growth

- The management of production processes

- Corporate functions

- The business innovation process: Smart Factory and Industry 4.0

- The principles of marketing and its role in the company

- The marketing information system and market analysis

- The management of marketing processes: marketing planning and related activities

- The marketing mix

- Marketing budgeting and control

- From traditional Marketing to Marketing 3.0

Learning Achievements (Dublin Descriptors)

Knowledge and understanding: at the end of the course the student should have acquired the knowledge and the ability to understand the specificities relating to business management and communication processes as set out and represented in the study program. Understanding of the topics covered will be demonstrated through expository skills, in the sense of personalized exposition and in any case correct also in the specific language, and the ability to autonomously elaborate examples. Knowledge and understanding will be favored both with lectures and examples and through moments of confrontation and debate in the classroom.

Applied knowledge and understanding: at the end of the course the student must be able to apply appropriately, in different sector and market situations, the principles, models and strategies of business management, with particular reference to:

. the fundamental criteria, methods and techniques of business management, organization and governance;

· The principles and methods of management and planning of marketing processes;

The development of analytical skills and outcome competencies will be facilitated by business case discussions, group work and in-depth seminars.

Autonomy of judgment: at the end of the course the student should have acquired the ability to independently identify and evaluate the adoption of the most appropriate tools for business management and governance and its marketing processes.

Communication skills: at the end of the course the student should have acquired clear and effective communication skills, thanks to a good command of the vocabulary related to the topics covered during the course, in order to interpret and communicate, both internally and externally of organizations, the management performance of the company. The specific vocabulary must be acquired through interventions by the student during the lessons requested by the teacher for this purpose. Equally significant will be the group work carried out.

Learning skills: at the end of the course the student should have developed good autonomous learning skills that allow him:

· to deepen the conceptual tools and operational skills suitable for being applied to good business management and governance and the proper management of corporate marketing processes.

· to undertake further individual training / refresher courses.

The capacity in question will be solicited both through research activities on the net and through in-depth material provided by the teacher on the platform.

 

Teaching Material

The teaching material prepared by the lecturer in addition to recommended textbooks (such as for instance slides, lecture notes, exercises, bibliography) and communications from the lecturer specific to the course can be found inside the Moodle platform › blended.uniurb.it

Supporting Activities

  • Interventions by Entrepreneurs and / or Managers
  • Company visits

Teaching, Attendance, Course Books and Assessment

Teaching

The course involves the use of:

- frontal lessons;

- classroom discussions.

Attendance

There is no obligation to attend.

Course books

The study texts are:

- Lecture notes and other teaching materials made available on the Moodle platform ›blended.uniurb.it.

In addition to the material made available by the teacher, reference can be made to the following study texts:

- Fontana, F., & Caroli, M. (2017) Economics and business management, Mc Graw Hill (Chapters: 1 - 2 (supplementary reading) - 5 (supplementary reading) - 8.1 / 8.4 - 9 - 11.3.6 / 11.3.7)

- Maizza A. (2018). Business management. Management strategies in the digital age. Volume II. (Chapters: 3 - 4 (no par. 6) - 5 (supplementary reading) - 6 (supplementary reading) - 10 - 11 - 13 - 14 (supplementary reading))

Assessment

The evaluation takes place through an oral interview during which the student should demonstrate that he/she has acquired full mastery of the concepts studied and the indispensable skills / competences identified as successful objectives suitable for implementing the systems and tools of a strategic and operational nature, useful for a good management and corporate governance and the correct management of corporate marketing processes. Furthermore, the student must be able to present his arguments rigorously and using an appropriate language.

In particular, the expected learning outcomes will be assessed through the formulation of three or more questions. The evaluation criteria and scores are determined according to the following scale:

• less than 18/30 - insufficient level: the student does not achieve any of the learning outcomes indicated in the point "knowledge and understanding";

• 18-20 / 30 - sufficient level: the student reaches, in particular, the learning outcomes indicated in the point "knowledge and understanding";

• 21-23 / 30 - fully sufficient level: the student reaches, in particular, the learning outcomes envisaged in the points "knowledge and understanding" and "applied knowledge and understanding";

• 24-26 / 30 - good level: the student reaches, in particular, the learning outcomes indicated in the points "knowledge and understanding"; "Applied knowledge and understanding" and "independent judgment";

• 27-29 / 30 - very good level: the student reaches, in particular, the learning outcomes indicated in the points "knowledge and understanding"; "Applied knowledge and understanding"; "Independent judgment" and "communication skills";

• 30-30 cum laude - excellent level: the student fully achieves the learning outcomes indicated in the points "knowledge and understanding"; "Applied knowledge and understanding"; "Autonomy of judgment"; "Communication skills" and "ability to learn".

Disability and Specific Learning Disorders (SLD)

Students who have registered their disability certification or SLD certification with the Inclusion and Right to Study Office can request to use conceptual maps (for keywords) during exams.

To this end, it is necessary to send the maps, two weeks before the exam date, to the course instructor, who will verify their compliance with the university guidelines and may request modifications.

Additional Information for Non-Attending Students

Course books

The material will be indicated in the platform Moodle › blended.uniurb.it.

Assessment

The evaluation takes place through an oral interview during which the student should demonstrate that he/she has acquired full mastery of the concepts studied and the indispensable skills / competences identified as successful objectives suitable for implementing the systems and tools of a strategic and operational nature, useful for a good management and corporate governance and the correct management of corporate marketing processes. Furthermore, the student must be able to present his arguments rigorously and using an appropriate language.

In particular, the expected learning outcomes will be assessed through the formulation of three or more questions. The evaluation criteria and scores are determined according to the following scale:

• less than 18/30 - insufficient level: the student does not achieve any of the learning outcomes indicated in the point "knowledge and understanding";

• 18-20 / 30 - sufficient level: the student reaches, in particular, the learning outcomes indicated in the point "knowledge and understanding";

• 21-23 / 30 - fully sufficient level: the student reaches, in particular, the learning outcomes envisaged in the points "knowledge and understanding" and "applied knowledge and understanding";

• 24-26 / 30 - good level: the student reaches, in particular, the learning outcomes indicated in the points "knowledge and understanding"; "Applied knowledge and understanding" and "independent judgment";

• 27-29 / 30 - very good level: the student reaches, in particular, the learning outcomes indicated in the points "knowledge and understanding"; "Applied knowledge and understanding"; "Independent judgment" and "communication skills";

• 30-30 cum laude - excellent level: the student fully achieves the learning outcomes indicated in the points "knowledge and understanding"; "Applied knowledge and understanding"; "Autonomy of judgment"; "Communication skills" and "ability to learn".

Disability and Specific Learning Disorders (SLD)

Students who have registered their disability certification or SLD certification with the Inclusion and Right to Study Office can request to use conceptual maps (for keywords) during exams.

To this end, it is necessary to send the maps, two weeks before the exam date, to the course instructor, who will verify their compliance with the university guidelines and may request modifications.

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