Università degli Studi di Napoli "Parthenope"

Scheda dell'insegnamento

Anno accademico: 
2019/2020
Insegnamento: 
Tipologia di insegnamento: 
Caratterizzante
Tipo di attività: 
Obbligatorio
Corso di afferenza: 
Corso di Corso di Laurea Magistrale in MARKETING E MANAGEMENT INTERNAZIONALE
Settore disciplinare: 
ECONOMIA E GESTIONE DELLE IMPRESE (SECS-P/08)
Crediti: 
6
Anno di corso: 
1
Docenti: 
Ciclo: 
Secondo Semestre
Ore di attivita' frontale: 
48

Obiettivi

The success of companies is increasingly relates to the ability of generating new business logics to change the rules of the game in an industry. In this sense, the business model innovation represents a dominant feature in the innovation processes of companies, whether they are of the technology push or demand pull type. Furthermore, the advent of 4.0 technologies, by creating a strong discontinuity with the past models of value creation, further increases the need to resort to new business models to fully exploit innovation opportunities in all economic sectors.

In this light, the course aims at fulfilling the following learning objectives:

1. Knowledge and understanding of the characteristics and dynamics that characterize the different business models of companies.
By the end of the course the students will have to prove to have a full mastery of the business model concept, to know the elements that contribute to determining the different business models of companies and to identify the main issues that companies face while designing and implementing a new business model.

2. Ability to analyze and design a new business model.
By the end of the course the students will have to prove to be able to analyze the business model of a company, to identify possible drivers to innovate the business model and to plan a business innovative model.

3. Independent judgment in assessing the effectiveness of a new business model.
By the end of the course, the student should be able to independently assess the conditions necessary for the success of a new business model and the potential that different business models have in transforming the game rules of the context in which the company operates.

4. Communication skills about a new business model.
By the end of the course, the students should have the ability to explain to both a general audience and a corporate audience all the key aspects of the business model of a company and to explain the dynamics for which a certain innovative business model could contribute to the success of the company.

5. Learning skills
By the end of the course, the students should be able to analyze real world case studies about business model innovation, to consult specialist material about the business model of companies, to follow seminars, workshops, in-depth courses or masters in subjects related to the innovation of the business model of companies.

Prerequisiti

The course addresses master degree students in International Marketing and Management. In order to fully benefit from the course contents, basic knowledge in the following areas is helpful:
- marketing
- business management
- competitive business strategies.

Contenuti

The course is divided into 6 modules:
Module 1 - Creation of value and innovation
Duration: 8 hours
Topics:
- the difference between creation and appropriation of value
- the conditions for the creation of value
- the creation of value and market dynamics

Module 2 - Creativity, innovation and entrepreneurship
Duration: 8 hours
Topics:
- creativity in innovation processes
- the relationship between creativity and innovation
- the relationship between innovation and entrepreneurship
- creativity training

Module 3 - Business model canvas: creation of value
Duration: 16 hours
Topics:
- the concept of business model canvas
- the elements of the canvas that create value for the customer
- customers
- user experience
- value proposition
- distinctive advantage

Module 4 - Business model canvas: value appropriation
Duration: 16 hours Topics:
- the elements of the canvas that allow the company’s value appropriation
- business logic and feasibility
- revenue model
- growth model

Module 5 - Driver for business model innovation
Duration: 8 hours
Topics:
- technology driven innovation
- market driven innovation

Module 6 - Logics and methods for business model innovation
Duration: 16 hours
Topics:
- problem reframing
- what if scenario building
- assumption challenging
- experimentation and pivoting

Metodi didattici

The course will make use of the combined use of different teaching tools: lectures, tutorials, case discussions, project work, business games.

Verifica dell'apprendimento

The lectures will be held in English. Classroom activities will be accompanied by online activities carried out through a virtual classroom made available to attending students only.

Testi

The reference texts are the following:
- Osterwalder, Alexander, and Yves Pigneur. "Creating business models. A practical and effective manual to inspire those who must create or innovate a business model." (2012), FAG.
Chapters: all, including diagrams and illustrative boxes

Altre informazioni

The lectures will be held in English. Classroom activities will be accompanied by online activities carried out through a virtual classroom made available to attending students only.