Argomenti dell'insegnamento
M1 Management This module 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 module 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.

Modalità di insegnamento
M1 Management Frontal lectures, exercises. M2 Marketing Lectures, case studies, guest lectures.

Obiettivi formativi
Knowledge and understanding 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, sales 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 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

Modalità d'esame
To pass the course, it is necessary to receive a positive assessment in both modules (M1 and M2). In the overall assessment, each module is weighted with 50% towards the final grade. It is possible to pass the two modules in different exam sessions within the same academic year.

Criteri di valutazione
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.