Course Topics
Introduction to marketing, market research, consumer behaviour, business strategy, sources of competitive advantage, strategic planning and strategic marketing.

Teaching format
Frontal lectures, case studies, expert presentations.

Educational objectives
Knowledge and understanding Area: Understanding corporate management Knowledge of business and organisational models Knowledge of management and target agreements, plans and organisational functions Knowledge of methods of corporate decision-making and strategic management Knowledge of decision-making concepts and models for the introduction of new products, pricing, distribution channels and (digital) means of communication Understanding of social responsibility, consumer protection, sustainable marketing Knowledge of concepts, models and tools for critically analysing business and corporate strategies Understanding of various management theories and organisational behaviour and their significance in the context of different businesses and different business-economic contexts In-depth knowledge in the areas of international marketing, management of multinational companies, analysis of consumer behaviour or management of operational and technical functions In-depth knowledge and understanding of management control Knowledge of the underlying mechanisms for effective communication of theoretical and empirical business topics in three languages: Italian, German and English Ability to apply knowledge and understanding Area: Understanding business management be able to recognise and analyse the development of corporate structures and the evolution of organisational forms be able to correctly apply management principles and theoretical models as well as empirical analysis tools to complex problems in typical management situations in the appropriate context be able to apply appropriate concepts, models, tools and techniques to analyse markets, market strategies, programmes and activities in teamwork and communicate research results in accordance with international professional standards in three languages: Italian, German and English be able to formulate strategies and identify critical steps in the implementation of a competitive strategy be able to apply appropriate analytical tools and models to evaluate the strategic choices and strategies adopted by companies be able to apply the specific tools of auditing in different contexts of business reality be able to communicate the results of strategic analyses prepared according to international professional standards in three languages: Italian, German and English Making judgements recognise the most important problems in complex decision-making situations critically analyse the facts and the situations to be dealt with select the most appropriate quantitative and qualitative methods of analysis Learning skills Obtain information to update the constantly changing general and specific reference context critically analyse and integrate data, information and future experiences, also using advanced software

Assessment
In order to pass the examination, a sufficient grade is required in both modules (M1 and M2). The final grade is the average of the grades achieved in both modules (M1 and M2). A close failure in one module (e.g. 16-17/30) can be compensated by a better grade in the other module. It is possible to pass both modules in three different sessions within the same academic year. Afterwards, the positive grade in one of the two modules becomes invalid. M1: The assessment is based on the following elements: Intermediate examinations (60%): There will be two mid-term examinations, each lasting 45 minutes, on specific questions related to the topics discussed. Final written examination (40 %): Duration: 60 minutes on specific and case-based questions. M2: Written exam (without aids), consisting of: 1. multiple choice questions to test knowledge and understanding of concepts, theories, models and tools (40%); 2. open questions to assess communication skills, the ability to transfer and apply knowledge to new problems (60 %)

Evaluation criteria
M1: Intermediate tests (60 %) - Correctness and completeness of the answers; correct selection in the multiple-choice section Final written exam (40 %) - Correctness and completeness of the answers; correct selection in the multiple-choice section - Focus on answering the question M2: The criterion for the assessment of multiple-choice questions (assessment 1) is precise knowledge of concepts, theories and models. Criteria for the assessment of open questions (assessment 2) are clarity of answers, correct use and application of concepts and models, ability to summarise, develop consistent arguments and make connections between topics.

Required readings

Look at the compulsory readings selected for Module 1 and Module 2

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