Strategy and Business Plan

Strategy is a complex and integrative discipline. It is important to acquire insights into a number of promising advanced topics: a) the strategic thinking, the formulation of strategies, the change and adaptation of strategies; b)the strategies at business and corporate level which draw on diversification and internationalization dimensions; c) the business modelling and networking; and c) the organizational and functional strategies as related to operation management. The course aims also to give a concrete and practical contribution to the preparation of a Business Plan among those who are looking in the firm to be sponsored for their innovative ideas or who turn to venture capital as a source for financing their business.

  Web Communication and Digital Media Marketing

The module aims to provide the skills for the design and management of marketing communication activities based on new digital media, with particular attention to the issue of coherence and integration between tools on- and off-line activities such situations B2B and B2C. Topics include: How to advertise online how to develop and manage the online brand community, how to create original content, how to choose the platforms, applications and services to support the activities of digital communication; how to manage the information required for the planning, organization and control of advertising and digital marketing; how to implement multi- or omni- channel strategies.

  Digital Media Analitycs

This module aims to provide the tools to analyze the performance of Web sites through the use of tools such as google analytics. Web analytics is the collection, measurement, and analysis of data generated automatically from the websites for the purpose of optimizing the use of the web. It can be used as a tool to support the strategy of introducing new products or to implement effective communication campaigns. In the module are treated off-site and on-site web analytics, together with a description of both the traditional methods (server log file analysis), of which the most innovative Java-based (page tagging).

  International Business

The course is focused on the analysis of the MNEs global network. The purpose of the course is to provide a deep analysis of the Organisational design of MNEs and of those SMEs which have started a process of Internationalisation. The topics covered in the course include the following items: a focus on the MNE "core" activities, the consolidation of the MNE business value chains, and the entry of SMEs, localized in advanced countries, in emerging markets with high rate of growth. Some emblematic cases will be discussed like: a) the EU and US companies, distinguishing the processes of internationalization market-driven from the processes of internationalization labour cost driven, and b) the entry of some American and European SMEs in emerging countries. The last issue presented is related to the advantages of in-sourcing strategies in US and in Europe.

  International Accounting

The purpose of this course is to introduce students to the most important concepts and principles of accounting and finance. It is intended to provide students with the knowledge and the basic skills that allow them to understand and analyze annual reports. Moreover, the course introduces students to non-financial reporting by focusing on some social reporting methods such as the Balanced Scorecard, the Triple Bottom Line and the GRI. Upon completion of this course, students should: - have a basic understanding of the fundamentals of accounting; - be able to read and understand annual reports; -be familiar with the fundamentals of social reporting.

  E-Commerce

The course deals with the issues related to e-commerce. It evaluates the opportunities for firms, the performance, and the critical aspects related to its implementation.

  Innovation Management and Patent Intelligence

The course aims to develop some basic concepts useful to transform the modern business firm into a creative organization: 1. Sources and models of innovation; 2. Typologies of innovations (radical, incremental, architectural, and modular); 3. R&D, patents, and public policies; 4. Absorbing capability (the second face of R&D). 5. Financing innovation through VC, business angels, and seed capitalists; 6. The timing of innovation (first mover vs. second best); 7. From the closed to the open innovation model.

  International Marketing

The module aims to provide the participant the fundamentals of marketing, to subsequently develop the concepts useful for the management of projects of digital marketing, both in relation to traditional brick and mortar than to those that look to the size of on-line, or for new business startup digital. In the form, we will study the uses of digital technology to reduce the cost of market research, information retrieval and complex on the consumption behavior of customers. Among the topics covered will be the use of the systems CATI (Computer Assisted Telephone Interviewing), and asynchronous tools.

  Organizational Design and Global Supply Chain

Existing research in internationalization tends to adopt a conservative view of relatively fixed country specific advantages and disadvantages. However, firms may change their internal configuration shifting them and advocating industrial policy intervention. The course using a combination a country case studies, and nested multiple Firm cases, explores the phenomena of rapid SME internationalization, small born global firms in high-tech sectors, R&D relocation and reverse innovation processes. The fragmentation of the value chain is nowadays a major theme in economics and management. The "slicing up" of the whole value chain represents a major change in the new post-Fordist paradigm of production.

  International Payments and Documentary Credits

This course will provide the knowledge and competences needed for understanding utility and functions of documentary credits in import-export finance with particular regard to risk management.

  Web Design

The module aims to treat the architectural and technological aspects of the construction of websites (web design). After a presentation of the World-Wide Web and information technologies that characterize it, the module provides the knowledge necessary for the design and development of websites with the use of the most advanced technologies. Students will gain an understanding of the various types of existing web technologies, and learn the basics of website development technology based on dynamic XML (with particular attention to the aspects of interactivity on the web through scripting languages).

  Digital Media Marketing

The purpose of this course is to provide the concepts and the strategy to enhance marketing activities by using the most important digital tools.