Supporting SME Internationalization & Web Marketing

  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 processes: strategic thinking, the formulation of strategies, the change of strategies; b)the strategic contents: at business level, at firm level, or at
network level; and c) the strategic contexts: related to the firm, the organisation, and its international dimension. Examples of topics are: strategies related to the management of knowledge (internal investment on R&D or focus on the external absorptive capacity, exploitation vs. exploration, business verticalisation vs. new firms reation and start-ups, product differentiation vs. dominant
design and modularity; internationalisation or/and relocation. 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

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 BtoB and BtoC. 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 use patterns of communication and languages (internet, mobile, web 2.0, social media, etc..). 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 is Java-based (page tagging).

  Organizational design and global supply chain management

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. The analysis of  global supply chain will be enriched by the application of  a “green” approach.

  Intercultural management

This course explores the challenges and complexities related to the conduct of business across cultural contexts. Managers that do business at global level, crossing and integrating activities in different countries, are confronted with the necessity of coping with diversity. Cultures differ in terms of values and/or beliefs, and these differences shape all dimensions of managerial practices, ranging from leadership to motivation, from negotiation and/or the effective management of conflicts, from the respect of property rights to the ethical norms of the social responsibility of the firm. Cultural considerations are also fundamental to the definition of acceptable business conduct, in terms of protection of the environment and the respect of labour international standards. Cross-cultural management addresses a wide variety of issues, some concrete and objective, but others less tangible, but no less important, that become of critical importance in enforcing the trust in the model of market globalization and international business.

  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).

Department of Economics and Management 
Master Office
Via U. Bassi 1 (4th floor),  35131 Padova
Opening hours: Monday-Friday, 9:00-14:00
phone: +39 049 8271229
mail: master.economia@unipd.it