Il corso
Il corso mira a diffondere alcune conoscenze fondamentali inerenti al funzionamento dell’impresa e alle principali problematiche inerenti alla sua gestione. Nella prima parte sono presentati i fondamenti metodologici e di contesto relativi alla moderna teoria dell’impresa, quindi sono descritte le criticità e gli strumenti relativi alla gestione del processo produttivo, alla gestione delle relazioni di filiera e alla re-ingegnerizzazione di processo. Nella seconda parte sono illustrate, in una visione integrata, le condizioni e le problematiche che caratterizzano la gestione dei rapporti tra i produttori e i mercati di sbocco. Sono presentati l’adozione da parte delle imprese dell’orientamento di marketing, le tecniche di analisi dei mercati, gli strumenti operativi che fanno capo alla funzione marketing e le relative strategie.
Testi d’esame
Prima parte
Lorenzoni G., Dalla catena del valore al sistema delle attività [cap.1, pp. 13-39], in A. Lipparini (a cura di) Economia e gestione delle imprese, Il Mulino, Bologna, 2007. (27 pp).
Volpato G. (a cura di), Economia e Gestione delle Imprese. Fondamenti e applicazioni, (2° edizione), Carocci, Roma, 2010 [esclusi capitoli 3 e 4 e 7]. (181 pp.).
Ghoshal, S., (1987), Global strategy: an organizing framework, in “Strategic Management Journal”, vol. 8, n. 5: 425-440 (Reperibile attraverso i database delle risorse elettroniche di ateneo).
Hayes R.H, Wheelwright S.C., Link manufacturing process and product life cycles, HBR January-February 1979, p.133.
Altri materiali potranno essere resi disponibili durante il corso. Consultare la voce “Collegamenti: materiale didattico” nella pagina del docente nel sito di Economia (colonna a destra): –>”materiale didattico riservato”–>”Gestione delle Imprese e Marketing (parte prima)”.
Seconda parte
J. Blythe, E. Cedrola, Fondamenti di Marketing (2° ed.), Pearson-Prentice Hall, Milano-Torino, 2010, capp. 1, 3, 4, 5, 6, 7, 8, 9, 11. (ca. 295 pagg.)
Altri materiali potranno essere resi disponibili durante il corso. Consultare la voce “Collegamenti: materiale didattico” nella pagina del docente nel sito di Economia (colonna a destra): –>”materiale didattico riservato”–>”Gestione delle Imprese e Marketing (parte seconda)”.
Esame
Scritto
Gestione delle imprese e marketing 
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