The course aims to provide the essential tools to understand the dynamics of corporate behavior, encompassing the external environment of firms and their internal processes. The various types of companies, the development of the company, competitive strategies, organizational planning choices, and the assessment of strategic performance will be examined. Among business functions, special emphasis will be placed on marketing, focusing specifically on informational, strategic, and operational marketing processes, as well as the impact of digital technologies on these processes. The course will examine the theoretical frameworks, methodologies, and instruments essential for analyzing the competitive landscape, strategic management, and marketing strategies and processes tailored to address particular business challenges. Moreover, this course aims to enhance entrepreneurial competencies, providing students with opportunities to participate in collaborative projects that focus on the ideation and elaboration of innovative business ideas.

- The business system and the competitive environment

- Dimensional variety and corporate governance

- The development of the company and competitive strategies

- The implementation of strategies and the company's organizational structure

- Strategic performance evaluation

- Business functions 

- The principles of marketing and its role in the company

- The marketing information system and market analyses

- Strategic marketing choices: objectives, segmentation, brand positioning

- Operational marketing

- The marketing plan

- Marketing approaches based on new technologies

Knowledge and understanding: at the end of the course, the student must have acquired the knowledge and ability to understand the specifics of management and marketing processes as set out and represented in the study program. Understanding of the topics covered will be demonstrated through presentation skills, in the sense of personalized and in any case correct presentation also in the specific language, and the ability to autonomously develop examples. Knowledge and understanding will be fostered both with lectures and examples and through moments of comparison and debate in the classroom.

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

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

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

The development of analytical skills and outcome skills will be facilitated by discussions of business cases, group work, and in-depth seminars. Moreover, particularly through group work aimed at developing entrepreneurial ideas, the student will have developed an entrepreneurial attitude.

Making judgments: at the end of the course, the student must have acquired the ability to autonomously identify and evaluate the adoption of the most appropriate tools for corporate management and governance and its marketing processes.

Communication skills: at the end of the course, the student must 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 to this end by the teacher. Equally significant will be the group work carried out.

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

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

· to undertake further individual training/updating courses.

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

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

Teaching

- Frontal lessons

- Discussion of case studies

- Seminars held by experts and managers

- Group work and presentation of results

Innovative teaching methods

Group projects based on a problem-solving approach. In particular, students will be tasked with developing entrepreneurial ideas consistent with the course objectives and translating them into concrete projects, applying the principles and methods of Design Thinking. Students will have the opportunity to participate with their projects in the "Impresa in aula" competition, which involves all the universities in the Marche region.

Course books

- Teaching materials made available on the Moodle platform › blended.uniurb.it.

- Tunisini A., Ferrucci L., Pencarelli T., 2020, Business economics and management. Strategies and tools for competitiveness and business management, Milan, HOEPLI.

(The chapters to be studied will be indicated by the professor)

Assessment

The assessment takes place through an oral exam during which the student must demonstrate that he/she has acquired full mastery of the concepts studied and the indispensable skills/competencies identified as objectives in the outcome 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 use appropriate language.

During the course, group work will be proposed, the participation of which is optional. The activity will be evaluated by the teacher and the participating students will be granted, depending on the evaluation, a bonus of up to 2 points to be added to the exam score. Students’ group work is aimed at developing an entrepreneurial idea and translating it into a concrete project, applying the principles of Design Thinking. Group work allows for the application of knowledge gained in the course and the development of an entrepreneurial mindset, and will be evaluated based on the correct application of concepts, methodologies, and tools, as well as the feasibility and creativity of the proposed solution.

Disabilità e DSA

Le studentesse e gli studenti che hanno registrato la certificazione di disabilità o la certificazione di DSA presso l'Ufficio Inclusione e diritto allo studio, possono chiedere di utilizzare le mappe concettuali (per parole chiave) durante la prova di esame.

A tal fine, è necessario inviare le mappe, due settimane prima dell’appello di esame, alla o al docente del corso, che ne verificherà la coerenza con le indicazioni delle linee guida di ateneo e potrà chiederne la modifica.

Course books

- Tunisini A., Ferrucci L., Pencarelli T., 2020, Business economics and management. Strategies and tools for competitiveness and business management, Milan, HOEPLI.

The chapters to be studied are the following: 2, 3, 5, 6, 7, 11, 13, 15, 16,17.

- Material made available by the teacher.

Assessment

The assessment takes place through an oral exam during which the student must demonstrate that he/she has acquired full mastery of the concepts studied and the indispensable skills/competencies identified as objectives in the outcome 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 use appropriate language.

Disabilità e DSA

Le studentesse e gli studenti che hanno registrato la certificazione di disabilità o la certificazione di DSA presso l'Ufficio Inclusione e diritto allo studio, possono chiedere di utilizzare le mappe concettuali (per parole chiave) durante la prova di esame.

A tal fine, è necessario inviare le mappe, due settimane prima dell’appello di esame, alla o al docente del corso, che ne verificherà la coerenza con le indicazioni delle linee guida di ateneo e potrà chiederne la modifica.