Università degli Studi di Napoli "Parthenope"

Teaching schedule

Academic year: 
2020/2021
Belonging course: 
Course of Master's Degree Programme on MARKETING AND INTERNATIONAL MANAGEMENT
Disciplinary sector: 
MANAGEMENT (SECS-P/08)
Credits: 
6
Year of study: 
1
Teachers: 
Cycle: 
First Semester
Hours of front activity: 
48

Language

English

Course description

The ability of companies to be competitive and to maintain this advantage over time is increasingly linked to a continuous rethinking and redefinition of the logic with which the company operates in its business. In this perspective, innovation becomes one of the main dynamic capabilities of the company that is applied to all elements of the corporate business model with the idea of continuously proposing a transformation of this model and of the business ecosystem of which enterprise is part.
Therefore the learning objectives of the course can be defined as follows:
1. Knowledge and understanding of the logic through which the company creates value and manages the transformation of its business model
At the end of the module the student will have to demonstrate that they have full mastery of the concept of business logic, that they know the elements that need to be redesigned to transform a business model, that they understand how different business models can be transformed by management
2. Ability to analyze the business logic of a company and creatively redesign the model
At the end of the module, the student will have to demonstrate that they are able to analyze the business logic of different companies and to operate different operations to transform these logics
3. Autonomy of judgment in evaluating the innovativeness and the ability to create value of different business models
At the end of the module, the student must be able to independently assess the implications in terms of innovativeness, distinctiveness and competitiveness of business solutions deriving from new models designed by management
4. Communication skills about business design
At the end of the module, the student must have the ability to illustrate both to a general audience and to a corporate audience the ways in which a business model can be redesigned and the benefits of alternative solutions
5. Learning skills
At the end of the module the student must be able to analyze concrete case studies on business design and innovation of business models, to consult specialized material about business innovation of companies, to attend seminars, workshops, in-depth courses or master in subjects related to innovation and the transformation of business models.

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 4 blocks:

Block 1 - Creativity and Innovation
Duration: 8 hours
Topics:
- creativity and entrepreneurship fundamentals
- innovation cycle
- creativity training

Block 2 - Business model logic transformation
Duration: 20 hours
Topics:
- Value creation logics
- Business logic’s elements
- Business logics’ transformational practices

Block 3 – Transformative scenarios and Redesign of business logics
Duration: 8 hours
Topics:
- scenario analysis
- conditions for business logic transformation
- clients
-
Block 4 - Business model canvas: value appropriation
Duration: 12 hours
Topics:
- canvas elements that allow the company for value creation
- canvas elements that allow the company for value appropriation

Teaching Methods

The course will use a combination of different educational tools: frontal lessons, exercises, case discussions, project work, business games.

Textbooks

Books:

- 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 cannot attend the class must prepare a short presentation based on the analysis 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 5 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 English. Teaching materials provided to students attending the class will in English. Classroom activities will be complemented by online activities through a virtual classroom available only for student regularly attending the class.