The course aims to analyze some innovative and recent topics of the management and marketing fields. Students will learn the major trends in streams such as big data, entrepreneurship and leadership, social media, and ethical consumption in the realm of Startups and SMEs. The focus is on how managers and marketers create socio-economic value, satisfy customers’ needs and expectations, and exploit technology opportunities in the new digital era.
The lecturer will provide papers, reports and case studies. All the material will be available on Moodle (send an email to have access).
Obiettivi Formativi
On completion of this course, students will:
• Gain an understanding of Startups and SMEs main issues and challenges in the new era
• Understand how new trends in management and marketing are impacting on many key aspects of companies, such as decision-making, organizational behavior, strategic marketing, and business ethics
• Learn how to formulate effective strategies aimed at companies’ competitive advantage in the modern economic scenario
Prerequisiti
Principles of general management and marketing
Metodi Didattici
Class times will be used for a combination of lectures, group discussions and project work
Altre Informazioni
***Dear students,
please enroll yourselves at the Moodle page of the course. In this way, the Professor will be able to add you in the list of attending students and invite you for the online lessons.
For any questions, write an email to lamberto.zollo@unifi.it
Modalità di verifica apprendimento
Attending students: evaluation of the research project (oral presentation and written report by the team-work)
Non-attending: oral exam (send an email to the lecturer to receive the material to be studied)
***Due to che COVID-19 emergency, Google Meet will be the digital platform for the oral exam: send an email to the lecturer to receive more information.
Programma del corso
The course aims to analyze some innovative and recent topics of the management and marketing fields. Students will learn the major trends in streams such as big data, entrepreneurship and leadership, social media, and ethical consumption in the realm of Startups and SMEs. The focus is on how managers and marketers create socio-economic value, satisfy customers’ needs and expectations, and exploit technology opportunities in the new digital era.
The main topics to be covered are:
• Big data management and the digital revolution
• Social innovation in companies
• Ethical consumption
• Rise and fall of modern companies