Course Topics
M1 Management This course provides students with an overview of the theoretical concepts and practical tools that are key to a successful firm’s management. The course initially offers an introduction to the concept of management and the role of a manager. It then covers the fundamentals of two major aspects of a firm’s management: organization and decision-making. For each topic, essential concepts, theories, and methods are presented with the help of practical examples and exercises. M2 Marketing This course offers students a comprehensive introduction to the basic theories, central concepts and essential tools of modern marketing. The aim is to create a sound basis for understanding how marketing generates value for both customers and companies in our rapidly changing environment. Particular attention is paid to the strategic role of marketing within organisations and its influence on company performance. A central focus is initially on market analysis. Students learn how to systematically analyse market structures, competitive dynamics and trends. Various methods and analytical approaches for evaluating the internal and external environment are covered. Another important subject area is the understanding of consumer behaviour. Students gain insights into the psychological, social and cultural factors that influence the purchasing behaviour of individuals and groups. In this context, the decision-making processes, customer needs and the customer journey are examined in more detail. The course also provides insights into the development and implementation of marketing strategies. Students learn how companies identify target markets and develop customised value propositions. Possible topics include brand management, competitive strategies and the development of long-term customer relationships. In addition, practical and application-orientated approaches to designing and managing the marketing mix (4Ps: product, price, place, promotion) are taught. Case studies and practical examples are used to show how companies can develop and successfully implement holistic marketing strategies.

Teaching format
M1 Management Lectures, exercises. M2 Marketing Lectures, case studies, guest lectures.

Educational objectives
M1 Management ILO1 Knowledge and understanding ILO1.1 Knowledge of business and organisational models ILO1. 2 Knowledge of management and target agreements, plans and organisational functions ILO1.3 Knowledge of decision-making concepts and models for the introduction of new products, pricing, distribution channels and (digital) means of communication ILO 1.4 Understanding of social responsibility, consumer protection, sustainable marketing ILO1.5 Knowledge of concepts, models and tools for critically analysing business and corporate strategies ILO1.6 Understanding of different management theories and organisational behaviour and their importance in the context of different businesses and different business-economic contexts ILO1.7 In-depth knowledge of international marketing, management of multinational companies, analysis of consumer behaviour or management of operational and technical functions ILO2 Ability to apply knowledge and understanding ILO2.1 be able to recognise and analyse the development of corporate structures and the evolution of organisational forms ILO2.2 be able to correctly apply management principles and theoretical models and empirical tools of analysis to complex problems in typical management situations in the appropriate context ILO2.3 be able to apply appropriate analytical tools and models to evaluate the strategic decisions and strategies adopted by organisations ILO3 Making judgements ILO3.1 recognise the key issues in complex decision-making situations ILO3.2 Critically analyse the facts and the situations to be dealt with ILO3.3 select the most appropriate quantitative and qualitative methods of analysis ILO4 Learning skills ILO4.1 Obtain information to update the constantly changing general and specific context of reference ILO4.2 Critically analyse and integrate data, information and future experiences, also using advanced software M2 Marketing ILO1 Knowledge and understanding ILO1. 1 Knowledge of management and target agreements, plans and organisational functions ILO1.2 Knowledge of decision-making concepts and models for the introduction of new products, pricing, distribution channels and (digital) means of communication ILO1.3 Understanding of social responsibility, consumer protection, sustainable marketing ILO1.4 In-depth knowledge of international marketing, management of multinational companies, analysis of consumer behaviour or management of operational and technical functions ILO2 Ability to apply knowledge and understanding ILO2.1 Be able to apply appropriate concepts, models, tools and techniques to analyse markets, market strategies, programmes and activities in teamwork and communicate research findings in accordance with international professional standards in three languages: Italian, German and English ILO2.1 the ability to apply appropriate analytical tools and models to evaluate the strategic choices and strategies adopted by organisations ILO3 Making judgements ILO3.1 recognise the key issues in complex decision-making situations ILO3.2 Critically analyse the facts and the situations to be dealt with ILO3.3 select the most appropriate quantitative and qualitative methods of analysis

Assessment
M1 Management 100% written exam (detailed information will be provided during the first lecture of the course). ILOs assessed: 1, 2, 3, 4. M2 Marketing 100 % written exam (detailed information will be given in the first lecture of the course). ILOs assessed: 1, 2, 3. In order to pass the course, a sufficient grade must be achieved in both modules (M1 and M2). The final grade is the average of the grades achieved in the two modules (M1 and M2). It is possible to pass the two modules in two different examination sessions within the same academic year.

Evaluation criteria
M1 Management The assessment of the written exam is based on the quality and clarity of answers based on the knowledge provided during lectures, the ability to summarize, evaluate, and establish relationships between topics, and the ability to critically analyze a firm’s management. M2 Marketing The assessment of the written exam is based on the quality and clarity of the answers based on the knowledge taught in the lectures, the ability to summarise, evaluate and make connections between topics, and the ability to critically analyse a company's marketing activities.