Università degli Studi di Napoli "Parthenope"

Teaching schedule

Academic year: 
2020/2021
Teaching: 
Belonging course: 
Course of Master's Degree Programme on MARKETING AND INTERNATIONAL MANAGEMENT
Disciplinary sector: 
MANAGEMENT (SECS-P/08)
Credits: 
6
Year of study: 
2
Cycle: 
Second semester
Hours of front activity: 
48

Language

English

Course description

The learning objectives of the course can be as follows:
1. Knowledge and ability to understand the entrepreneurial process and core strategic choice for the implementation of an entrepreneurial strategy. At the end of the course, the student will have to demonstrate full ownership of the entrepreneurship concept, entrepreneurial theory, market segmentation and sales process.
2. Ability to design and analyze a plan for new venture creation and manage main issues facing new companies or develop detailed business plans for a start-up. At the end of the course, the student will have to demonstrate that he/she is able to apply entrepreneurial toolkits, identify potential drivers and barriers to a successful entrepreneurial process.
3. Autonomy of judgment in assessing the effectiveness of a business idea
At the end of the course, the student will need to be able to independently assess the conditions necessary for the starting and the growth of a new venture.
4. Communication skills about entrepreneurship.
At the end of the course, the student will have the ability to communicate to both a generic audience and a corporate or a financial audience all the salient aspects of the entrepreneurial process (from the idea to market) and to explain how they intend to pursue the success of the new venture.
5. Learning Skills
At the end of the course, the student will need to be able to analyze concrete case studies about entrepreneurship, to consult specialist material, to attend seminars, workshops, professional courses or master in subjects related to the new venture creation.

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 -Introduction to Entrepreneurship
Duration: 8 hours
Topics:
- entrepreneurship and entrepreneurs;
- entrepreneurial theory;
- entrepreneurial forms (e.g. social and sustainable entrepreneurship);
- corporate entrepreneurship.

Block 2 – Entrepreneurial toolkits
Duration: 8 hours
Topics:
- the business plan;
- the canvas model;
- market opportunity;
- risks and uncertainty.

Block 3 – Idea and team building
Duration: 8 hours
Topics:
- entrepreneurship ideas;
- building the founding team;
- characteristics of a great team.

Block 4 – Entrepreneurial market
Duration: 16 hours
Topics:
- market segmentation;
- end-users persona;
- life cycle use case;
- quantified value proposition;
- the competitive position;
- pricing framework;
- lifetime value.

Block 5 – Entrepreneurial execution
Duration: 8 hours
Topics:
- sales process;
- costs of customer acquisition;
- sales funnel.

Teaching Methods

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

Textbooks

Books:
• Aulet B. "Disciplined Entrepreneurship" (2013), Wiley & Sons. Chapters: all, included schemes and boxes
• Bessant J.R., and Tidd J. “Entrepreneurship” (2018), Wiley & Sons.
Chapters 4-5-6-7

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 entrepreneurial project. Through project work, the aim is to evaluate students' understanding of the logic and tools related to the design and implementation of a business idea, the ability to apply such logic and tools, and the autonomy in assessing the criticalities associated with different approach 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 entrepreneurial project (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 6 open response questions on the program's topics and aiming at assessing the level of assimilation and understanding of the main concepts. 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

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 be in English.