Business Management – Life Science and MedTech

Introduction to marketing research: descriptive analysis. Utilizing probability and hypothesis in marketing research. Design and technical development finalized for collecting primary data. Data analysis: regression. Segmentation and clustering techniques. Perceptual maps and positioning.

This course focuses on the main components of accounting, budgeting and cost analysis. In addition the course will train students on how to analyze economic-financial forecasts and budgets as well as understand the measurement and interpretation of the economic-financial performance of the company. Calculation and analysis in decision-making, management supervision, strategic control and strategic cost management will also be explored.

This course enables executives to use financial tools to make better decisions. The teaching method combines class lectures and discussions to case studies and spreadsheet modelling to get a deeply and insightful understanding of topics in corporate finance. These topics include, but are not limited to, capital budgeting, project and company valuation and the optimal financing and hedging decisions.

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.

The course focuses on issues related to the management of materials along the supply chain, from suppliers to distribution channels. In this regard, they have a vital role. Managerial and organizational decisions made about the relationships with external companies with which we relate to, are the focal point of the course. In analyzing the vertical relationships between firms, the course seeks to develop: sensitivity to the Strategic Importance of the reports, the technical and managerial knowledge needed to deal with the decisions in the matter and organizational skills needed to manage them.

Corporate sustainability and the circular economy are currently among the most discussed topics internationally, also due to climate change. The aim of the course is to understand why these issues are of such importance, underlining their urgency. We will learn more about the innovation activities of operational and system processes that companies adopt to implement strategies aimed at the Circulary Economy and the transition to a low carbon business model.

The course aims to introduce students to the most relevant issues (foundational and more advanced) of digital technologies, discussing the most important present and future consequences on the lives of individuals and on the structure and functioning of organizations and processes. The course consists of 5 seminars: Ai & Machine Learning, All-in Security, Cloud & Beyond, The Science of Data, Internet of Things.

The objective of the course in Digital Marketing is to provide the necessary knowledge for successfully implementing a marketing strategy utilizing new information technology, analyzing the needs of the client, the company communication and sales. A principally quantitative approach for measuring the effectiveness of Digital Marketing activities, which finds their natural application in an online context (e.g. Social Media, E-Commerce, Direct Marketing), without overlooking the application of new technologies in an offline context (e.g. Apps and Mobile Marketing in a modern Retailing environment). At the end of the course, it is expected that the students will have acquired a high level of knowledge on the main tools used in the field of Digital Marketing, allowing them to: define and implement a coherent Digital Marketing strategy; select the best suited tools based on strategic objectives; monitor the effectiveness by means of rigorous analytical procedures.

The course aims at presenting, with a focus on life sciences, the major issues related to the management of research projects and the innovations resulting from these, as well as the pathways for enhancing the results, both through technological transfer paths that start up innovative businesses. Particular attention will be devoted to the analysis of the industrial aspects of these pathways and to the patent and commercial exploitation of the results of scientific research, including business start-ups.

The course aims to combine the systemic and process-oriented view of operations in biomed-related industries and to discuss the impact of the Industry 4.0 paradigm and digitisation on the competitiveness of these industries. The design and operation of systems are modelled and analysed using quantitative and qualitative techniques implemented using state-of-the-art technology.

The course introduces to the sectors Healthcare and Life science through the presentation and discussion of business and scientific scenarios, highlighting the interrelations and the impact on the industrial and sector structure, the competitive structure and the evolutionary perspectives. The scenario of scientific innovations in the field of Healthcare and Life science is very broad and ranges from innovation in diagnostics to gene therapy, from regenerative medicine (stem cells, tissue engineering and biomaterials) to molecular farming for the creation of biopharmaceuticals in plant . In order for the results of scientific research in life sciences and biomedical technologies to be transformed into usable innovation by citizens and patients, a series of steps are required to enhance the technology, scale-up production, experimentation on patients and preparation of documentation necessary to obtain authorization for sale. It is a complex process that involves many different actors (companies and institutions). In this scenario, the knowledge of the industrial and competitive structure of the sector, of the value chain that integrates the various actors, and of the dynamics that characterize them are fundamental to enable innovation to become a product. The course is completed by identifying the professional profiles and key competences that oversee the path that leads from research to the market in companies and institutions.