Antonio
Busetto


Busetto
Italy Head of HR Cooperativa Ceramica Imola Adjunct
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BIO

Since 2010, Antonio Busetto is Head of Human Resources in Cooperativa Ceramica Imola, a company which produces tiles and has about 1400 workers, a sales volume of 250 millions, 5 factories in Imola and Faenza. It exports about 70% of the production to all the countries, with cmmercial branches in Usa, France, Hong Kong, China. He worked previously in different roles with great responsibilities in the Human Resources sector of Assicurazioni Generali and Cremonini Group. In 2000 he worked in Ferrari-Maserati Group as Head of Human Resources in Industrial Management and Head of Industrial Relation. For 2 years, from 2008 to 2009 in Maserati Auto, he finished her job in the Human Resources sector and he began to work as W.C.M. Plant Support. According to this role, he works in the management staff and he dealt with the development of Lean Program, called World Class Manufacturing in the FCA Group. He allowed to analyze efficiency and improvement of business, implementing new approach both in the productive and auxiliary sector.

COURSES

In this module, students will be exposed to the principles and tools of design thinking applied to business models, using these tools in a guided path, with the following target: Analyze the needs of consumers and define new services that best satisfy them Know and apply tools for the design of all the elements of the business model Evaluate the business potential of an innovative idea Create a "pitch deck" of the new business idea Understanding the difficulties related to the implementation of innovative business models ("The Innovator's dilemma") within a 'traditional' company, and strategies that have proved useful in overcoming them.

MANAGEMENT / ADVANCED SERVICES

MANAGEMENT / INDUSTRIAL ACTIVITIES

MANAGEMENT / LIFE SCIENCES AND MEDTECH

Business Management / Tourism, Heritage and Events

Global Economy Lectures

Finance and Fintech

International Executive MBA

Supercars, Superbikes and Motorsports

Digital Technology Management / Internet of Things

Business Innovation Design

Digital Technology Management / Cyber Security

Digital Technology Management / Artificial Intelligence

Wealth Management

Business Management / Green Management and Sustainable Businesses

Supply Chain and Operations

Data Science

Entrepreneurship

Innovation Management

Business Management / Asian Markets

Digital Marketing and Communication

Green Energy and Sustainable Businesses

Food and Wine

Design, Fashion and Luxury Goods

MBA Part-Time (Weekend)

MBA Part-time (Evening)

Technology and Innovation

Sales & Marketing

Executive MBA

Management

Marketing Management

Business Management / Made in Italy

Business Management / Food & Wine

Business Management / Retail Management and E-Commerce

HR & Organization

Finance, Control and Auditing

New Media and Marketing Communication

The construction of the market position requires, first of all, the knowledge and the accurate management of the perception of the value for the customer. This implies understanding the logic that governs the purchasing and development processes of the reference markets. Starting from the examination of these aspects, the course explores the processes related to the articulation of strategic marketing plans and their implementation in different sectorial and environmental contexts.

MANAGEMENT / ADVANCED SERVICES

MANAGEMENT / INDUSTRIAL ACTIVITIES

MANAGEMENT / LIFE SCIENCES AND MEDTECH

Business Management / Tourism, Heritage and Events

Global Economy Lectures

Finance and Fintech

International Executive MBA

Supercars, Superbikes and Motorsports

Digital Technology Management / Internet of Things

Business Innovation Design

Digital Technology Management / Cyber Security

Digital Technology Management / Artificial Intelligence

Wealth Management

Business Management / Green Management and Sustainable Businesses

Supply Chain and Operations

Data Science

Entrepreneurship

Innovation Management

Business Management / Asian Markets

Digital Marketing and Communication

Green Energy and Sustainable Businesses

Food and Wine

Design, Fashion and Luxury Goods

MBA Part-Time (Weekend)

MBA Part-time (Evening)

Technology and Innovation

Sales & Marketing

Executive MBA

Management

Marketing Management

Business Management / Made in Italy

Business Management / Food & Wine

Business Management / Retail Management and E-Commerce

HR & Organization

Finance, Control and Auditing

New Media and Marketing Communication

  • Setting up a digital PR activity
  • Measuring brand awareness
  • Storytelling and visual storytelling
  • Managing influencer


At the end of the classroom phase, students experiment with business analytics within a company setting - to support the performance management processes. Phases:

Understand the big picture and design the company's business map
Defining the company's business performance model
Analysis of the results of previous mapping activities
Identifying key questions (KSF) and, as a consequence, the company data needs
Analyzing data availability and sources: internal  (company ICT, Internet of Things, Digital and Social) vs. external data (Social and Digital open data); current vs. potential
Providing information structure and design of analytical methods and tools:
Descriptive (What happened? What’s happening?)
Exploratory (Why did this happen? Why is this happening?)
Predictive (What will happen?)
Prescriptive (How to optimize?)
Supporting the company  in the analysis of results and in the definitions of its business plan



The goal of this course is to introduce students to the Italian design world. Particular attention will be paid to its origins, main characteristics, and inclinations. The course will elaborate on various themes that are typical of different areas of design implementation. The course will be divided into three parts: Italian Design Identity, Testimonies, and Examples & Methods.



The Business Strategy course delves deeper into the company’s decision-making process, the planning approach and the search for the target competitive positioning in changing contexts. It provides logical tools for the understanding of the competitive environment and competitive dynamics, of the value generation process and the role played in this field by the internal resources and expertise and the relationships with other players. 



CORE COURSE - The tools for strategic analysis. Strategy and value creation. Industry analysis and competitive advantage. Analysis of competitors and an enlarged competition model. Resources and skills as essential ingredients of the strategy. The nature and sources of competitive advantage. The strategy of cost leadership and differentiation. Competitive advantage in different market conditions. Value chain and cost analysis. The production system and the value system. Technology and innovation management. Competitive advantage in mature industries.



The business' decision-making process, the planning approach and the strategic positioning. The understanding of the competitive environment and competition dynamics. The process to generate value and the role played in this field by the relationships with other enterprises of the business system. The identification, pursuit and preservation of the sources of competitive advantage in changing contexts. The creation of the business model and its adjustment to the transformation of the framework conditions.



The course deals with topics related to the measuring and management of innovation project performance. Specifically, the following will be dealt with: techniques to pre-determine the project economic and financial opportunity (Net Present Value, Internal Rate of Return, Payback Period, etc.); techniques to inter-functionally manage project costs and margins starting from the creation stage (Target Costing, Life Cycle Costing); techniques to assess the adequacy of costs incurred versus the generated value (Data Envelopment Analysis and Value Analysis); techniques aimed at supporting the implementation of measures to spur all company areas.



Accounting principles, consolidated statements and cost accounting. Context and relevance of auditing in company management. The analysis of economic-financial performance of a company. Economic-financial forecasts and budgeting. The use of budget analysis to understand competitive dynamics and to manage company-client-supplier relations. The calculation and analysis of costs in decisions and for management audit. Strategic audit systems and strategic cost management.



CORE COURSE - The use of economic and financial information to manage competitive advantage. Models for the analysis of economic and financial performance. Parameters for the valuation of the profitability of a company. Financial sustainability for the tax performance of a company. Strategic sustainability of a company’s performance. Economic and financial benchmarking. Budget analysis for the management of vendor client relations. Strategic control systems and performance monitoring (Balanced Scorecard). Simulation techniques for economic and financial performance. Performance management.



Operations module will give to students the necessary skillset to understand which will be the principal evolutions of the field in the next years, so to be able to anticipate, face and benefit from those transformational changes. The course will also include a strong contamination from real world, in terms of advanced technologies (provided both from corporates and startups), new business models and real cases of innovation in the field.



The fundamentals of IT systems for companies. Database design. Mentions on semi-structured data and XML. Lifecycle, costs and the main software development methodologies. BPM notation to describe company processes. IT investment evaluation criteria. Technological development trends. Enterprise Research Planning, Customer Relationship Management, and Supply Chain Management systems. Data analysis instruments: Data Warehousing and Data Mining. Business Intelligence and Business Analytics limitations.



CORE COURSE - The process of creating value in an operating system. The definition of the structural characteristics of an operations system. The expanded production system and company boundary setting. Vertical integration and decentralization.The management of flows of materials, stocks, and warehouses. Procurement processes for productive activities. The politics of supplying and the coordination of the supply system. Partnerships with vendors and networks of vendors. The internationalization of manufacturing.The role of the operations system within the company's strategy.



An effective marketing strategy requires an in-depth knowledge of the mechanisms regulating the perception of value for the customer. 
Here follow the topics that will be studied:

Market orientation: segmentation and positioning;

Analysis of the attractiveness of countries, customers and markets;

The market segmentation;

Domestic, multi-local, global targeting and competitive positioning;

Product marketing and the process for the launch of new products;

The creation of the brand;

The delivery of value: distribution and commercial choices;

The integrated communication process;

Online/offline advertising and media planning;

The collection of value: pricing;

The tactical management of price



Financial mathematics fundamentals for financial evaluations; evaluation of efficiency and profitability of an investment project; company valuation and criticalities of different methodologies; understanding of the different variables that make up the optimal financial structure of a company; firm corporate governance and the problems of firms with diffuse ownership and concentrated ownership; risk capital collection through venture capital, private equity and public listing of companies.



CORE COURSE - An effective marking strategy requires in depth knowledge of the competitive arena and of mechanisms that regulate perceptions of value for the client. This entails understanding the logic that governs purchasing and development processes of the target markets. The course delves into processes linked to the drafting of strategic marketing plans and their implementation in different contexts. Market orientation; segmentation and positioning; product development; strategic pricing and management of distribution policies.



In this module, participants will be exposed to the principles and tools of design thinking applied to business models, will use these tools in a guided journey, with the following objectives: 

  • Understanding the meaning of “Customer Centricity” and the approach to the design of digital services and business models
  • Analyzing consumers’ needs and defining new services to satisfy them better
  • Knowing and implementing tools for the design of all the business model elements
  • Assessing the business potential of an innovative idea
  • Creating a “pitch deck” of the new business idea
  • Understanding the difficulties linked to the establishment of innovative business models (“The Innovator’s dilemma”) in the framework of a ‘traditional’ company, and strategies that proved helpful in overcoming them


CORE COURSE - Corporate finance is one of the areas closest to the strategic management of a company. It comes into play in investment and financing decisionmaking and in extraordinary operations. The course provides the basic theoretical and methodological tools necessary to evaluate investment decisions, determine company capital costs, optimize the choice of financial structures, evaluate companies, operation of companies, how the principle tools to aquire risk capital work, the detection of the main areas for corporate governance and its implications vis-à-vis the company’s objectives, the main financial risks and the derivatives used to cover them.



The cross-sectionality of the logistics function and the value chain. Design and planning of the production system layouts. Management and forecasting of market demand. General criteria of programming and audit of production. Procurement and management of inventory and consumable materials. Evolution of just in time systems: from lean production to lean thinking. Automation of the information flow: from barcode to RFID technologies. Management of physical distribution.



The goal is to develop participants' awareness of their own leadership style and boost some of their key skills to manage processes of change in risk situations with authority. The program is based on experiential learning: Participants alternate meetings which are aimed at doing tasks at different moments to observe their behavior, participants will benefit from the assistance of professionals and managers who have significant experience in leading groups and organizations to excellent results



The People & Leadership course delves deeper into the most relevant topics for the management of people in the company, in a perspective centered around sustainability and positive relationships. Inspired by the principles of the “Positive Organizational Psychology”, the course provides logics tools to enhance human capital, motivation and team management. Also, the most relevant leadership styles are analyzed, highlighting pros and cons in the context of different, wide-ranging daily situations.



CORE COURSE - The course covers the principles of human capital management aimed at achieving and maintaining high performance. Themes related to the behaviors and techniques employed by successful organizations will be explored in terms of how they deal with an array of individuals and individual motivations keeping in line with the strategy and the objectives defined by the company. The course will enable participants to understand the abilities/skills required to manage people in a company, communicate effectively, and obtain the necessary commitment to meet objectives.

 



Today’s competitive challenge is harsher, but is also more open to innovative solutions based on a sound methodological approach and adequate operational instruments. The goal of this didactic phase, one which represents a synthesis and linkage with preceding courses, is to delve further into select managerial knowledge tools such as business plan, benchmarking and balanced scorecard.



This course provides a full overview of the strategic and operational planning tools of the business, through a guided illustration of the business plan, its contents, and the multiple purposes for which it may be usefully employed in both creating and developing a business.



CORE COURSE - The power to choose, motivate and lead people is one of the key skills required to "make things happen" in business. This course aims to develop self awareness among participants about their leadership styles through experiential learning. Sessions will alternate among completion of tasks, behavioral self awareness, and interaction with professionals and managers who have guided companies and organizations to excellence.



CORE COURSE – The course provides the essential tools for managing working groups and personal development. Businesses increasingly need developing a collective, widespread leadership, able to combine the need of taking decisions with the need to listen; the need of letting individuals' potential emerge with the need of mediating among different requirements. The modern world increasingly needs people who are more able to express themselves and more able to be together. Specifically, the aim of this course is to provide the basic tools to achieve these objectives.



Some fundamental instruments needed to understand, analyze and build the network that a company establishes with its own market. The fundamental concepts of marketing: client focus, purchase behavior analysis, the role of brands, the segmentation and position processes, the development of new products and the diffusion of innovation, price decisions, distribution and communication. Client loyalty-building policies, business to business and services marketing, marketing plans.



The transition from the planning stage to the implementation stage is characterized by a high level of criticality. Business coaching from scholars, entrepreneurs and managers are therefore essential, both in helping aspiring entrepreneurs to identify opportunities and threats and in implementing a successful strategy.



We’re used at recognizing and managing innovation when it’s lead by technology, often though it’s the change of expressive languages and people’s behaviors that generate and guide the change. In addition to this, today innovation hides in the integration of all three these phenomena: we call this process  Design Innovation  and deal with the topic of change, how to manage it, which tools and practices to anticipate and build it.



CORE COURSE - The objective of the course is the acquisition of a basic understanding typical contracts that cover the activities of businesses, looking closely at the modalities of negotiations between parties. The course will analyze concepts in commercial law and also touch on the different backgrounds of civil and common law as well as a sampling of international contracts, in particular those concerning intellectual property rights protection.



Throughout the course particular emphasis will be placed on the development of a coherent language that allows participants to represent, understand, and tackle the main aspects of organizational life. The course contents can be traced to the following generic areas: the individual, individuals and relations, groups, relations between groups, personnel management tools, organizations and new organizational structures.



We’re experiencing a strategic period in terms of technological change, speed, but mostly the wide-ranging spread of enabling technologies of the industrial internet generate a change that needs to be acknowledged and understood in order to manage and ride it. In this module we’ll start from the enabling technologies and we’ll understand their effectiveness and functioning in individual and integrated manner.



 The sessions are aimed at proposing critical reflections around the concept of "computational thinking". Computational thinking, that makes use of IT technologies at the same time being independent from them, the use of typical concepts and intellectual tools now well identified for the definition, the analysis and the solution of general problems. Thinking computationally doesn't mean limiting the creativity and imaginative power of human thinking but rather extending its properties and potentials through the understanding of some fundamental criteria with which problems are solved and systems are created, using computer science.



The management of production processes that go beyond the boundaries of traditional business, company strategy and the sectorial life-cycle. Managerial methods and tools that allow companies to tackle the increased complexity coming from the management of acquisitions and diversified activities. The choices of external growth: joint ventures and global expansion processes.



The immaterial component prevails in today’s business, we talk about product systems: simultaneous integration of communication/services/product and we try to understand what it means to design a service and consistently define its immaterial and analog dimensions, which determine the contemporary phygital condition.



CORE COURSE – Each year our society uses the resources that the planet Earth takes around a year and a half to regenerate. This and other global scope empirical evidence mean that the topic of sustainability lies at the very core of the economic, political and social debate. Recent studies show that a sustainability-oriented managerial approach adopted by some companies creates a medium-long term competitive advantage versus competitors. This success is also achieved thanks to the ability to innovate the business model and to introduce measurement tools to monitor and manage the value creation process in the best possible way. The course aims at beginning a debate on the methods to start companies on sustainability policies and practices. 



More and more people maintain that it is society’s needs, not just economic ones, which drive markets. The goal of this course is to transfer the concept that a company managed in a sustainable manner, i.e. that integrates elements of a social and environmental nature in the management of the business, will be more effective in the long run in creating value for itself and its surrounding context.