Angelo
Manaresi

CORE COURSE – The reference of the module is the process of value creation and the object is to provide methodological and practical knowledge on the activities to construct and manage the brand, in its different modes, related to product and company reputation. During the course, the process to transform the product into a brand and the relationship between innovation, development, product management and brand consolidation will be discussed. The generation and development of brand equity. Brand and purchase experience. Development and launch of new products. From product portfolio management to brand extension.

The course focuses on the value creation process and it aims at providing methodological and practical knowledge on brand building and management activities, in its different types of relationship with the product and the company’s reputation. During the course the process of transforming the product into a brand and the relationship between innovation, development, product management and brand consolidation will be analyzed. The brand equity generation and the development of the purchasing experience will also be addressees, as well as the development and launch of new products. In parallel, the course will deal with service topics in B2B and B2C environments.

Sales and Marketing

The Capstone Project (CP) is the final and unique project that Global MBA students will complete in each track as the culminating experience of their academic year. The CP distinctive feature is that students will work as a consulting team on real-world projects that companies are working on and/or want to implement. The “client” companies participate in the CP not only to contribute to the GMBA educational journey and let students improve their professional competence in a real “industrial project”, but also because they see real value in the work of our students, who will serve as real consultant and will apply the knowledge, theories and tools acquired during the year.

The objective of this course is that students, through their own work on a company-based authentic project, will synthesize and develop their knowledge as well as their skills in their chosen sector. The students will work with a real problem within an established organization or start-up. By working on problem identification, collecting data, analyzing, drawing conclusions, and presenting a thoroughly elaborated plan for the implementation of the project, students will draw upon their knowledge at the same time as they train their skills in central areas, such as leadership and project management.

 

Highlights:

• Work on real project in an existing company or start-up
• Students work in teams
• Students work on-site, for some days, at their project companies
• Each team gets a company advisor
• Confidentiality agreement signed to kick off the project

Design, Fashion and Luxury Goods

The course analyses different areas of green management and sustainability. The traditional and innovative business models related to sustainable energy, with analysis of costs/incentives, the regulation of renewable solar and wind energy, with regard to how companies use these energy sources in Italy and abroad, and the connection to general and public electricity distribution networks. The cycle and (re)cycle of materials for packaging, management, and recovery of pet and glass, with process efficiency analysis. Analysis of the food chain, with particular reference to the organic sector.

From the business model to the operational marketing plan. The fundamental conceptual and quantitative tools necessary for understanding, analyzing and constructing the relationship a company establishes with its market of interest: the centrality of the client, studying acquired behavior, the processes of segmentation and positioning, the development of new products and the spread of innovation, pricing decisions, distribution and communication.

Business Management – Global and Emerging Markets
Business Management – Green Management and Sustainable Businesses
Business Management – Tourism, Heritage and Events
Business Management – Life Science and MedTech

From the business model to the operational marketing plan. The fundamental conceptual and quantitative tools necessary for understanding, analyzing and constructing the relationship a company establishes with its market of interest: the centrality of the client, studying acquired behavior, the processes of segmentation and positioning, the development of new products and the spread of innovation, pricing decisions, distribution and communication.

Business Management – Italian Premium Brands