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


BUSINESS AND MARKET STRATEGY
STRATEGIA D'IMPRESA E DI MERCATO

A.Y. Credits
2024/2025 8
Lecturer Email Office hours for students
Tonino Pencarelli
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

Marketing and Business Communication (LM-77)
Curriculum: PERCORSO COMUNE
Date Time Classroom / Location
Date Time Classroom / Location

Learning Objectives

Objective of the course is to explore the theme of the strategies and the strategic management of  the enterprises  

Program

The firm as an entrepreneurial strategic formula

1.  Introducing strategy

2.  The macro-environment analysis

3.  The industry and market analysis

4.  The organization’s resources, capabilities and potential

5.  Stakeholder and corporate governance

6.  The organization’s historic and cultural context

7.  Business-level strategy and business models; Blue Ocean strategies.

8.  Corporate-level strategy and diversification

9.  International strategy

10.  Innovation and Entrepreneurship

11.  Methods of pursuing strategies

12.  Strategy evaluation

13.  Strategy development processes

14.  Structural types and organizational systems

15.  Managing strategic change

16.  The practice of strategy

17 Blue ocean strategy

Learning Achievements (Dublin Descriptors)

Ability to apply knowledge and understanding. Students must be able to apply the knowledge acquired and to understand and solve problems related to multiple and different contexts which by their nature characterize companies of different sizes, resorting, where necessary, also to different disciplinary skills. The didactic work methods with which these results will be achieved will consist of: lectures, testimonials, analysis and discussions of business cases, group work and in-depth seminars, production of papers on business strategy issues, also applied to case studies real.

Judgment autonomy.
Students must be able to  apply the acquired knowledge with independent judgment and be able to understand and solve strategic problems related to business contexts.
Students must also be able to use both conceptually and operationally the knowledge acquired with autonomous assessment skills and discriminating skills in the various application contexts. The didactic work methods with which these results will be achieved will consist of: lectures, testimonials, analysis and discussions of business cases, group work and in-depth seminars, production of papers on business strategy topics, also applied to business cases real.

Communication skills. Students must acquire the technical language typical of the discipline to communicate clearly and unambiguously with specialist interlocutors (managers, academics, experts, ...) and at the same time must be able to develop relational and communication skills with non-specialist subjects. They must therefore be able to communicate individual ideas and the positions that emerge in the working groups they are called upon to operate in the classroom.
The didactic work methods with which these results will be achieved will consist of: lectures, testimonials, analysis and discussions of business cases, group work and in-depth seminars, production of papers on business strategy issues also referred to real business contexts . In addition, teaching approaches will be followed in which direct involvement and interaction with students will be a priority.

Learning skills Students must develop adequate learning skills that allow them to continue to explore the main topics of the discipline autonomously, especially in the working contexts in which they will operate. The didactic work methods with which these results will be achieved will consist of: lectures, testimonials, analysis and discussions of business cases, group work and in-depth seminars, production of papers on economics and management issues, focusing attention on transferring students ability to select and use bibliographic sources appropriately.

At the end of the course, students must have adequate general and applied knowledge on strategy and strategic management of the company. They must be able to apply the knowledge with independent judgment and to understand and solve problems related to strategic business contexts. Students must also be able to communicate the ideas emerged in the working groups and learn how they can improve in the field of strategic management studies.

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

The teaching material prepared by the lecturer (such as for instance slides, lecture notes, exercises) and specific communications from the lecturer can be found, together with other supporting activities, inside the Moodle platform


Teaching, Attendance, Course Books and Assessment

Teaching

Lectures ; Analysis of strategy cases carried out by students of the course by means

of interviews with business owners and managers . 

The lessons will be a research laboratory to compare and discuss " strategic concepts and tools" 

for the formation of top managers .

Innovative teaching methods

In addition to the formal lessons, group work on emerging topics and listening to testimonies from entrepreneurs and managers are planned, as well as possible company visits

Attendance

Students wishing to take the exam as attending students must actively attend at least 3/4 of the lessons .

Course books

You can find the educational material provided by the teacher, along with other support activities, within the › blended.uniurb.it Moodle platform

1) Johonson G., Whittington R., Scholes K., Angwin D., Regnér P., Paci A., Strategia. orientare organizzazioni e imprese in un mondo che cambia, Pearson, 2017 (expet chapters 10, 16 ) ; 2) Tonino Pencarelli (a cura di), Le crisi d'impresa. Diagnosi, previsione e procedure di risanamento, Franco Angeli, Milano, 2013 , cap. 1 ; Kim, W. C., & Mauborgne, R. (2015). Strategia oceano blu. Etas., chapters 1-2-3 

ERASMUS  students, as alterantive of the previos books, can study the following textbook: : Thompson A.A., Strickland A.J., Gamble J.E.,     Crafting & Executing Strategy: Concepts and Readings for Competitive Advantage, last edition, with the presentation of 2 case studies to discuss with the teacher 

Assessment

The assessment takes place through a written test, consisting of 5 open questions on the topics covered during the course. The evaluation of the responses will take into account the degree of knowledge of the topic, the completeness and the clarity of exposition.

The student must answer the questions in order to demonstrate: - to know how to frame the studied concepts; - to have acquired the mastery of the issues and concepts dealt with during the course; - to be able to apply these concepts for the purposes of understanding, critical evaluation and the solution of situations and problems related to the strategic governance of companies; - to be able to explain their arguments rigorously and in limited time, using an appropriate and concise language. The assessment of the student's level of preparation will be carried out taking into account the evaluation of each individual exam question (maximum 6 points for correct answer), of possible in-depth analysis with a couple of oral questions and of the work done by the student (if attending) during the year (maximum 2 points higher than the final evaluation). The time available to answer written questions is 135 minutes.

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

1) Johonson G., Whittington R., Scholes K., Angwin D., Regnér P., Paci A., Strategia. orientare organizzazioni e imprese in un mondo che cambia, Pearson, 2017 ; 2) Tonino Pencarelli (a cura di), Le crisi d'impresa. Diagnosi, previsione e procedure di risanamento, Franco Angeli, Milano, 2013 , cap. 1 ;  Kim, W. C., & Mauborgne, R. (2015). Strategia oceano blu. Etas., chapters 1-2-3 

ERASMUS  students, as alterantive of the previos books, can study the following textbook: : Thompson A.A., Strickland A.J., Gamble J.E.,     Crafting & Executing Strategy: Concepts and Readings for Competitive Advantage, last edition, with the presentation of 2 case studies to discuss with the teacher 

Assessment

The assessment takes place through a written test, consisting of 5 open questions on the topics covered during the course. The evaluation of the responses will take into account the degree of knowledge of the topic, the completeness and the clarity of exposition. The student must answer the questions in order to demonstrate: - to know how to frame the studied concepts; - to have acquired the mastery of the issues and concepts dealt with during the course; - to be able to apply these concepts for the purposes of understanding, critical evaluation and the solution of situations and problems related to the strategic governance of companies; - to be able to explain their arguments rigorously and in limited time, using an appropriate and concise language. The assessment of the student's level of preparation will be carried out taking into account the evaluation of each individual exam question (maximum 6 points for correct answer), of possible in-depth analysis with a couple of oral questions and of the work done by the student (if attending) during the year (maximum 2 points higher than the final evaluation). The time available to answer written questions is 120 minutes.

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.

« back Last update: 11/06/2024

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