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MARKET EVOLUTION AND ENTERPRISE DIGITISATION

Degree course: 
Corso di First cycle degree in COMMUNICATION SCIENCES
Academic year when starting the degree: 
2020/2021
Year: 
3
Academic year in which the course will be held: 
2022/2023
Course type: 
Compulsory subjects, characteristic of the class
Credits: 
7
Period: 
Second semester
Standard lectures hours: 
56
Detail of lecture’s hours: 
Lesson (56 hours)
Requirements: 

Good and practical knowledge of the Microsoft Office suite (Excel, Word, Power Point) for data processing, presentation set-up, and writing of brief reports.

For attending students. The exam is divided into two sessions. 50% of the final mark is related to the evaluation (over 30 points) of the presentations. The remaining 50% (again, over 30 points) of the mark is assigned by a written exam (45 minutes) consisting in 20 multiple-choice questions (correct answer: 1,5 points; uncorrected or blank answers: 0 points) on the Moodle platform. The exam will be held in the UNINSUBRIA computer labs (or classrooms).
For not attending (or working) students. A general exam (90 minutes) is available only. The whole mark (over 30 points) is assigned by a written exam consisting in 20 multiple-choice questions (correct answer: 1,5 points; uncorrected or blank answers: -0.25 points) and 4 open questions (one for each module) on the Moodle platform. The exam will be held in the UNINSUBRIA computer labs (or classrooms).

Assessment: 
Voto Finale

The two-fold aim of the course is to analyze the determinants of the evolution of markets, with a special attention to digital markets, and to cover the main aspects of the digital transformation of companies. Students are expected to understand the characteristics of growing digital challenges in the modern economic system.

The course is structured in 2 parts. The first part will focus on the evolution of new markets, while the second one concentrates on the digitalization of companies. Each part consists of two modules, in turn consisting of two lessons and one presentation by grouped students. Teaching materials (slides) are uploaded before the lessons on the course e-learning page. Further details on the group works will be disclosed during the course.

The first part of the course focuses on the evolution of new markets. Specifically, the following themes are studied: (i) drivers of innovation and the structure of new markets; (ii) development of innovative products and markets growth. The second part concerns the digitalization of companies, with the related modules as follows: (i) 4.0 revolution (digital consumer, digital entrepreneur); (ii) tools and solutions for the digital transformation (customer experience, knowledge management) and the new digital challenges of the companies.
During the course, guest speakers and experts of digital marketing are expected to be invited to examine in depth specific topics and case studies on the digital transformation of companies.

Convenzionale

Selected chapters (indicated in the first slide of each lesson) from:
• Geroski, P., The evolution of new markets, Oxford University Press, 2003.
• Gurrieri, A. R., La digitalizzazione delle imprese, Giappichelli Editore, 2021.

Additional mandatory or optional readings will be uploaded on the e-learning page.

Weekly office hours (on Microsoft Teams or in presence) to be arranged (via e-mail) with the teacher.

Professors

CROTTI DANIELE

Borrowers