International Business

The course is focused on the analysis of the MNEs global network. The purpose of the course is to provide a deep analysis of the organisational design of MNEs and of those SMEs which have started a process of internationalisation. The topics covered in the course include the following items:
- a focus on the MNE "core" activities;
- the consolidation of the MNE business value chains;
- the entry of SMEs, localized in advanced countries, in emerging markets with high rate of growth.

Some emblematic cases will be discussed like as those of some EU and US companies, distinguishing the processes of internationalization market-driven from the processes of internationalization labour cost-driven, o the entry of some American and European SMEs in emerging countries. The last issue presented is related to the advantages of in-sourcing strategies in US and in Europe

  Strategy and Business Plan

Strategy is a complex and integrative discipline. It is important to acquire insights into a number of promising advanced topics:
a) the strategic processes: strategic thinking,the formulation of strategies, the change of strategies;
b)the strategic contents: at business level, at firm level, or at network level;
c)the strategic contexts: related to the firm, the organisation, and its international dimension.
The course aims also to give a concrete and practical contribution to the preparation of a Business Plan among those who are looking in the firm to be sponsored for their innovative ideas or who turn to venture capital as a source for financing their business.

  International Accounting

The purpose of this course is to introduce students to the most important concepts and principles of accounting and finance. It is intended to provide students with the knowledge and the basic skills that allow them to understand
and analyze annual reports. Moreover, the course introduces students to non-financial reporting by focusing on some social reporting methods such as the Balanced Scorecard, the Triple Bottom Line and the GRI. Upon completion of this course, students should:
- have a basic understanding of the fundamentals of accounting;
- be able to read and understand annual reports;
- be familiar with the fundamentals of social reporting.

  Logistics and international law

The module aims to provide students with guidelines for understanding and analyzing the problems of logistics in international marketing, which involve any type of enterprise internationalized. It will address issues of International Logistics, Global Supply Chain Management from the perspective of logistics services to the client, with particular attention to issues relating to e- commerce solutions. Covers the following topics: role of logistics in supply chains; customer value creation and global customer service, marketing-logistics management, knowledge management & information sharing in global supply chains, logistics outsourcing, 3PL role, supply chain strategy, logistics performance, inventory management, and global risk management. The course will also include the study of the rules and regulations of the tax base on the Italian and foreign online sales. We then focus on the creation of
infrastructure to support e-commerce.

  Web design

The module aims to treat the architectural and technological aspects of the construction of web sites (web design).
After a presentation of the World-Wide Web and information technologies that characterize it, the module provides the knowledge necessary for the design and development of websites with the use of the most advanced technologies. Students will gain an understanding of the various types of existing web technologies, and learn the basics of website development technology based on dynamic XML (with particular attention to the aspects of interactivity on the web through scripting languages).

  Web communication

The module aims to provide the skills for the design and management of marketing communication activities based on new digital media, with particular attention to the issue of coherence and integration between tools on-and off-line activities such situations BtoB and BtoC. Topics include: How to advertise online how to develop and manage the online brand community, how to create original content, how to choose the platforms, applications and services to support the activities of digital communication; how to manage the information required for the planning, organization and control of advertising and digital marketing; how to use patterns of communication and languages ​​of its different channels (internet, mobile, web 2.0, social media,etc..).

  SEO searching engine optimization

The module deals with the management of activities aimed at obtaining a better position (detection, analysis and interpretation) of a business website by the search engine spiders (Search Engine Optimization, SEO). The analysis also plans to consider the optimization of the structure of the website and the URL (URL optmization), the accessibility of the information from the engine (robots and sitemap optimization), and the links with links for further information (link optimization) considering the effects of the presence in the web page of both images of the content.

  Digital media marketing

This module aims to provide the tools to analyze the performance of Web sites through the use of tools such as google analytics. Web analytics is the collection, measurement, and analysis of data generated automatically from the websites for the purpose of optimizing the use of the web. It can be used as a tool to support the strategy of introducing new products or to implement effective communication campaigns. In the module are treated off-site and on-site web analytics, together with a description of both the traditional methods (server log file analysis), of which the most innovative Java-based (page tagging).

  Digital media analytics

This module aims to provide the tools to analyze the performance of Web sites through the use of tools such as google analytics. Web analytics is the collection, measurement, and analysis of data generated automatically from the websites for the purpose of optimizing the use of the web. It can be used as a tool to support the strategy of introducing new products or to implement effective communication campaigns. In the module are treated off-site and on-site web analytics, together with a description of both the traditional methods (server log file analysis), of which the most innovative is Java-based (page tagging).

  International marketing

Internet and social media can be used as a tool to support the strategy of introducing new products or to implement effective communication campaigns in order to support marketing and selling strategies. In the module are treated off-site and on-site web analytics, together with a description of both the traditional methods.