MARKETING AND BUSINESS NETWORKS

Single discipline educational activity

Course Sheet

Course code:

MARIM17

Academic Year of enrolment:

2023

Year of supply:

2023/2024

Type of Course:

Characterising

Degree:

Course of 2nd Cycle Degree in MANAGEMENT AND ECONOMICS

Disciplinary Sector:

Corporate Finance

Language:

Italian

Location:

PESCARA

Credits:

Programme Year:

Professor and Collaborators:

TRESCA Roberta

Cycle:

First four months

Hours of classroom activity:

Individual study hours:

171

Prerequisites:

No prerequisite

Objectives

The course pursues the general objective of the course of study to provide knowledge and skills regarding: the evolution that has characterized the principal methods of investigation to the study of enterprise in the light of the reticular logics; the evolution undergone by the various functional areas of the company in light of the relational dynamics emerging between companies, with particular attention to marketing; the governance of business networks; to the "network contract" operational tool; the managerial figure responsible for the governance of business networks.
EXPECTED LEARNING OUTCOMES
At the end of the course the student must possess knowledge and skills related:
- includes the governance methods of the various functional areas of the company (with particular attention to marketing) in contexts that are increasingly used to collaborate between companies to challenge environmental complexity;
- distinguishes and compares the modes of governance methods of a business network - in general and formalized with a particular network contract;
- identifies managerial skills and competences of the figure responsible for the governance of a network contest (Network Manager).

The objective is to contribute to the formation of a professional figure who is able to hold the governance of business networks and who has a thorough knowledge of marketing and market dynamics.

Contents

The course aims to outline the profiles of the current company, resulting from the complex intertwining of internal and external relations with the traditional company boundaries, on which the current entrepreneurial dynamics are based.

Starting from the classical methodological approach to the study of a functional type of enterprise, we will propose a re-reading of it in an evolutionary key, analyzing the main company functions in their decline towards relational logic.
Particular attention will be reserved to the Marketing function, going to outline its evolution and its "landing" towards relational / collaborative marketing.

The construct of the Network will be analyzed, as a conceptual architecture capable of representing the current entrepreneurial tendencies towards the use of sharing / collaboration between the parties.

The operational instrument of the network contract will be analyzed, giving priority to the managerial aspects.

The figure of the Network Manager will be studied, as a subject called to the coordination and governance of the business networks. In particular, we will focus on the main marketing skills that the same must possess to ensure efficient and effective governance of the network.

Extended Syllabus

1.Methodological and dynamic reticular approaches.
2. The development of the company functions: towards a relational logic - with particular reference to the Marketing area.
3. Analysis of the reticular construct:
- theoretical framework for networks;
- main reasons for using the network;
- classifications of networks;
- critical issues of the reticular model;
- industrial districts such as territorial networks of companies.
4. The network contract and its managerial implications.
5. The figure of the Network Manager: expertise in the Marketing field.

Recommended Bibliography

Tresca R. "Reti - approcci metodologici e dinamiche imprenditoriali emergenti", Cedam, 2014.
Lecture notes by the teacher.

Methods of Provision

Conventional

Teaching Methods

The course includes 54 hours of lessons divided into 6 weekly lessons of 2 hours.

The course includes the following teaching methods: lessons, involvement of students in group work on issues related to network governance. Possible testimony in the classroom by Network Manager.

Evaluation methods

Verification of learning:

For attending students: assessment of students' learning level will be carried out:
• with the use of a written test (70% of the overall assessment - 4 open-ended questions) articulated in relation to the educational objectives to be evaluated;
• with the evaluation of the report and discussion (in the classroom) of group work (30% of the overall assessment).

For non-attending students: the assessment of students' learning level will be carried out with the use of an oral test focused on the objectives of the course (100% of the overall assessment).

Contacts/More Information

All information concerning the course, the lecture notes, the support materials and the exercises and all communications will take place through the e-learning page
Erasmus students must contact the teacher for their program.

Università degli Studi
"G. d'Annunzio"

Chieti - Pescara

Aree