Cristina
Mora


Mora
Associate Professor, Industrial Mechanical Plants University of Bologna Core Faculty
Email contact

BIO

Cristina Mora, Engineer, Ph.D., received her honours degree in Engineering Management and her Ph.D. from the University of Modena and Reggio Emilia. Since 2014, she is an Associate Professor in the field of Industrial Mechanical Plants at the Department of Industrial Engineering of the Engineering and Architecture School of the University of Bologna. Since 2009, she in charge of the Advanced Production Systems and the Safety in Production Systems courses at the University of Bologna. She carries out research activity on the themes of planning and design, management and safety of production systems and industrial plants, with particular reference to Lean Manufacturing, Reverse Logistics, Green Supply Chain Management. She is the author of several scientific publications presented on the occasion of national and international conferences, published on national and international journals. She works as referee for international journals in the sector. She has participated, and still does, in a series of research projects financed by public authorities and private companies on the themes of design and management of production systems and safety and maintenance of industrial plants.

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.

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.

Sustainability and Business Innovation

Project Management Advanced

Business Plan

Cyber Security Management

Management / Advanced Services

Management / Industrial Activities

Management / Life Sciences and Medtech

Business Management / Tourism, Heritage and Events

Management / Life Sciences e MedTech

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

Accounting & Finance

Business Management / Asian Markets

Project Management

General Management Program

Digital Marketing and Communication

Executive Coaching Program

Big Data Analytics

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

  • 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. 



  • Business Intelligence and its role in the company application portfolio
  • Data Warehouse: process and architectures
  • Multidimensional model and OLAP
  • Data Warehouse systems development cycle


CORE COURSE - The course aims to provide the basic skills necessary to: understand the economic-financial aspects of management; analyze the economic-financial performance of a company; utilize cost information to analyze efficiency and efficacy of company processes; manage costs during the project phases; and understand the role of budgeting control as a guiding operational mechanism for complex organizations.



- Cyberspace components - Attack methods, types of attackers and motivations - Vulnerability of companies: information and operations - Applicable regulations

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.



  • Management control models in manufacturing and service companies
  • Multidimensional performance assessment systems
  • Business Analytics to support the control process
  • Budgeting & Reporting process development: conceptual models and business intelligence tools
  • Cost accounting models for manufacturing and service companies
  • Cost Management initiatives to develop the company value


Il processo decisionale dell’impresa, l’approccio pianificatorio ed il posizionamento strategico. La comprensione dell’ambiente competitivo e delle dinamiche concorrenziali. Il processo di generazione del valore e il ruolo svolto in questo ambito dalle relazioni con altre imprese del business system. L’individuazione, perseguimento e conservazione delle fonti di vantaggio competitivo in contesti mutevoli. La creazione del business model e il suo adattamento all’evoluzione delle condizioni di contesto.



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.



  • The evolution of financial statements in the context of international accounting principles and new national regulations
  • Drafting and presenting the group consolidated financial statements
  • Management of international and intra-group administration relationships: from commercial relations to transfer pricing
  • Due diligence and management interventions to support extraordinary operations
  • The management of relationships with auditing companies


  • Data Revolution & Big Data
  • Hadoop Platform to collect, manage, provide governance and display Big Data
  • Real-life cases


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 effective commercialization of innovation requires a deep understanding of the mechanisms that regulate value perception for the client, as well as in the competitive arena. This implies understanding the mechanisms that govern the procurement and development processes of the reference markets. Beginning with the analysis of these aspects, the course aims to analyze the management modalities of the interaction between management and planning of innovation and its commercialization.



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.



- Cyber security process management - 27000 Standard - Cyber risk management - Organizational counter-measures

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.



The value of a digital transformation is to be found in the creation of connected organizations, able to provide goods and services in an increasingly efficient and effective way, ensuring the satisfaction of customers, shareholders and stakeholders. To support the company Business Model, Enterprise Resource Planning, Customer Relationship Management, Supply Chain Management, systems are considered, together with the necessary tools to analyze data, in order to guarantee a good decision-making process (Business Intelligence). In addition, tools are provided to understand the software development techniques and the control of the Total Cost of Ownership



  • Company financing methods in the different stages of the company life-cycle
  • Company assessment and Capital Budgeting
  • Risk Management
  • Treasury Management (Management of working capital, Cash Pooling, Cash Management)
  • Understanding bank ratings and managements of relationships with credit institutions
  • Management of credit insurances
  • IT tools to manage the treasury


  • Automatic learning techniques
  • Artificial Intelligence
  • Symbolic and Subsymbolic AI
  • Case studies & exercises


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.



CORE COURSE - The course presents the characteristics of operations system and the main interactions between choices of planning and production structure. The most recent methodologies in terms of cost reduction, quality, and reliability are analyzed, together with the role of providers in the innovation process. Focus is placed on lean manufacturing, demonstrating how the approach, which began in production, is now relevant to the entire company, giving rise to the lean organization.



- Technologies for security - Monitoring and detection systems (NOC and SOC) - Business continuity - Value chain resilience - Management of cyber incidents

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



An effective marketing strategy requires a deep knowledge of the mechanisms that govern the perception of value for the customer.
The topics covered are:

Market orientation: segmentation and positioning;

Analysis of the attractiveness of countries, customers and markets;

Market segmentation;

National, multilocal, global and competitive positioning targeting;

Product marketing and the process of launching new products;

The creation of the brand;

Value delivery: distribution and commercial choices;

The integrated communication process;

Online/offline advertising and media planning;

Value collection: pricing;

Tactical price management

Translated with www.DeepL.com/Translator



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.



  • Introduction to Data Mining
  • Techniques, algorithms and methodologies
  • Data Mining LAB with Weka


- Management of the Vulnerability Assessment process - Management of the remediation process - Project management and financing

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.



CORE COURSE - The main focus of the course is the design and implementation of an IT strategy that is coherent with the comprehensive strategy of the company. The course tackles the theme of how technology should follow, and in some cases anticipate, changes at the level of the market and competitive arenas. The course provides the conceptual models necessary to understand how technological strategy can enhance company resources and solidify organizational capacities, contributing to the complete enhancement of the company’s competitive potential.



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.



- Project and resource management

- Raising awareness and personnel management

- Personnel management and defenses



CORE COURSE - The course tackles the strategic, organizational, and management aspects related to the development of innovation. There will be a particular focus on the organizational aspects of new product development, R&D, and management of new product development projects.



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.