Business economics and marketing

The course aims to transfer managerial and economic thinking to students through the theoretical and practical use of corporate analysis tools, management models, and marketing frameworks. The goal is to provide a broad view of the strategic analysis and corporate management of organizations (for-profit and non-profit) competing in modern markets by proposing observation criteria of related business decision-making processes. A special focus will be on marketing dynamics impacting contemporary organizations' success and sustainability.
Attending students will be challenged to implement such business management and marketing principles in actual companies to propose economically feasible solutions to existing problems.

At the end of the course, students will be able to understand the most important aspects characterizing management and marketing theory, thus being able to interpret and read critically the modern challenges companies face in contemporary markets. Moreover, the course will allow students to gain practical knowledge related to strategic marketing from both the company and the consumer perspective. Thus, a basic knowledge of the modern B2B (business-to-business) and B2C (business-to-consumer) dynamics will be learnt in class.