2017/2018

2018/2019

DM270

SECS-P/08 (ECONOMIA E GESTIONE DELLE IMPRESE)

DIPARTIMENTO DI SCIENZE ECONOMICHE E AZIENDALI

INTERNATIONAL BUSINESS AND ENTREPRENEURSHIP - MANAGEMENT INTERNAZIONALE E IMPRENDITORIALITÀ

Digital Management

2°

Primo Semestre (24/09/2018 - 21/12/2018)

6

44 ore di attività frontale

English

SCRITTO E ORALE CONGIUNTI

HAGEN BIRGIT (titolare) - 6 CFU

Basic knowledge of operational and strategic marketing. The simulation does not require any particular software knowledge or skills.

The course aims to provide students with (strategic) marketing knowledge and with a platform to apply and test this knowledge in a “real-life”environment, ie in a simulation. A corollary of advanced marketing knowledge is also an understanding of context: the implications of a digital world on marketing strategy and action will be discussed too.

The course starts with introductory lectures on key (strategic) marketing topics such as:
• business strategy
• life cycle/product portfolio management
• marketing decisions related to product innovation and relative market segmentation, targeting, positioning strategies
• marketing strategy and action in a digital world

The theoretical concepts will be applied in a simulation project: from competitive forces to the effects of R& D and marketing strategy, every aspect in the simulation’s decision making reflects a real life situation with immediate feedback from the market. Participation will be mandatory for the whole duration of the simulation. The overall objective is to guide a business over time: therefore, plans for short-term profit and long-term targets have to be compounded. Teams of three to six participants compete against each other to successfully pilot their company over a multi-year period. You will gain a more analytical way of thinking and become prepared for the “real world” by testing contingencies and scenarios in advance. Also, participants learn to be part of a team (international) and to deal with team dynamics.

A few frontal lectures (supplemented with examples) followed by a simulation (group work); flipped classes with discussions and debates; a series of business cases presented by firm representatives.

Simulation manual; readings will be communicated in due time

Simulation: simulation results (40 %); written report and presentation (40 %): the simulation and its underlying strategizing, with particular attention to the learnings along the different simulation periods, must be documented in a written report and be presented and discussed in class.
Class participation (debates, case analysis and presentation etc.) 20 %

Simulation: simulation results (40 %); written report and presentation (40 %): the simulation and its underlying strategizing, with particular attention to the learnings along the different simulation periods, must be documented in a written report and be presented and discussed in class.
Class participation (debates, case analysis and presentation etc.) 20 %