Università degli Studi di Napoli "Parthenope"

Teaching schedule

Academic year: 
2019/2020
Belonging course: 
Course of Master's Degree Programme on MARKETING AND INTERNATIONAL MANAGEMENT
Disciplinary sector: 
MANAGEMENT (SECS-P/08)
Language: 
Italian
Credits: 
9
Year of study: 
1
Teachers: 
Cycle: 
First Semester
Hours of front activity: 
72

Language

Italian and English

Course description

Business success is increasingly linked to the ability to generate new business logics that change the rules of the game in an industry. In this sense, business model innovation is now a dominant feature in business innovation processes, whether they are technology push or demand pull.
Moreover, the advent of technologies 4.0 creates a strong discontinuity with the value creation models of the past, further increasing the need to resort to new business models to take full advantage of innovation opportunities in all economic sectors.
Therefore, the learning objectives of the course can be as follows:

1. Knowledge and ability to understand the characteristics and dynamics of different business models
At the end of the course, the student will have to demonstrate full ownership of the business model concept, to know the elements that help to determine the different business models of enterprises and to understand the main issues facing companies in designing and implementing a new business model.

2. Ability to analyze and design a new business model
At the end of the course, the student will have to demonstrate that he/she is able to analyze the business model of an enterprise, identify potential drivers to innovate the business model and design an innovative business model.

3. Autonomy of judgment in assessing the effectiveness of a new business model
At the end of the course the student will need to be able to independently assess the conditions necessary for the success of a new business model and the potentialities that different business models have to transform the rules of the game in the context in which the firm operates.

4. Communication skills about a new business model
At the end of the course the student will have the ability to communicate to both a generic audience and a corporate audience all the salient aspects of a business model of an enterprise and to explain the dynamics for which a certain innovative business model could contribute to the company's success.

5. Learning Skills
At the end of the course the student will need to be able to analyze concrete case studies about the business model innovation, to consult specialist material about the business model of companies, to attend seminars, workshops, professional courses or master in subjects related to the innovation of a firm’s business model.

Prerequisites

The course is aimed at students of Master Degree in International Marketing and Management.
To maximize learning results, students are requested to have previous basic knowledge on the following topics:

- marketing
- management of the company
- competitive business strategies.

Syllabus

The course will be divided into 6 blocks:

Block 1 - Value creation and Innovation
Duration: 8 hours
Topics:
- the difference between creation and appropriation of value
- conditions for value creation
- the creation of value and market dynamics

Block 2 - Creativity, entrepreneurship and innovation
Duration: 8 hours
Topics:
- creativity in innovation processes
- the relationship between creativity and innovation
- the relationship between innovation and entrepreneurship
- creativity training

Block 3 - Business model canvas: value creation
Duration: 16 hours
Topics:
- concept of business model canvas
- canvas elements that create value for the customer
- clients
- user experience
- value proposition
- distinctive advantage

Block 4 - Business model canvas: value appropriation
Duration: 16 hours
Topics:
- canvas elements that allow the company to value the value
- business logic and feasibility
- revenue model
- growth model

Block 5 - Business model innovation drivers
Duration: 8 hours
Topics:
- technology driven innovation
- design driven innovation
- market driven innovation

Block 6 - Logic and methods for the innovation of the business model
Duration: 16 hours
Topics:
- problem refraiming
- what if scenario building
- assumption challenging
- experimentation and pivoting

Teaching Methods

The course will use a combination of different educational tools: frontal lessons, exercises, case discussions, project work, business games. Classroom activities will be complemented by online activities through a virtual classroom.

Textbooks

Books:

- Schilling, M. A., and F. Izzo. "Gestione dell’innovazione." (2013), McGrawHill.
Chapters: 2,3 and 4 included cases and examples

- Osterwalder, Alexander, and Yves Pigneur. "Creare modelli di business. Un manuale pratico ed efficace per ispirare chi deve creare o innovare un modello di business." (2012), FAG.
Chapters: all, included schemes and boxes

Moreover, students who can not attend the class must prepare a short presentation based on the anlysis of the business model of a firm indicated by the professor. This written work must be sent to the professor a week in advance to the exam date.

Learning assessment

The evaluation of students who attend the course will be based on the realization of a project work that will focus on the design of an innovative business model for a company operating in a specific sector (at the beginning of the course it will be defined whether students will deal with a start-up or an existing company). Through project work, the aim is to evaluate students' understanding of the logic and tools related to the design and implementation of an innovative business model, the ability to apply such logic and tools, and the autonomy in assessing the criticalities associated with different business models that an enterprise can adopt. The evaluation will be completed by an oral exam to assess the students' ability to link the application aspects of business model innovation (evaluated through the project work) to the theoretical and conceptual ones.

The evaluation of students who do not attend the course or are not able to prepare the project works will be based on a written exam consisting of 8 open response questions on the program's topics and aiming at assessing the level of assimilation and understanding of the main concepts related to business model innovation. Verification will be completed by an oral exam aimed at verifying the students' ability to integrate the theoretical aspects (evaluated through the written test) and the practical aspects of the subject and to verify the autonomy matured by the students in identifying and analysing specific problems related to innovation of business model by firms. During the oral exam the written work prepared in advance will be discussed.

The evaluation will be expressed in thirtieths and the vote will be calculated as a mean of the written exam or project work and the oral exam.

More information

Teaching activities will be held in Italian. Teaching materials provided to students attending the class will be part in Italian and part in English. Classroom activities will be complemented by online activities through a virtual classroom available only for student regularly attending the class.