Business Management – Tourism, Heritage and Events

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 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 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.

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.

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 10 Introductory Lectures to the 3 business projects will be an opportunity to invite experts and institutional practitioners that can provide a thread between regulations, business activity, institutional opportunities and funding opportunities for start-ups and new projects.

From the design and management of mega mass events such as concerts and large communities (such as the Foo Fighters’ mega community concert) to the management of events that are the intersection of tourism, cultural, trade fair and commercial dynamics (such as Artefiera), the ability to link design and management is fundamental to both the success of events and to trigger the long-term construction of the brand equity of the event and the event. The lecturer, one of the most dynamic people in this field in Bologna in recent years, has the content, above all practical experience, and the necessary communication skills to engage students and initiate them into this field.

The course aims, through the analysis of cases and many practical experiences, to provide through an inductive approach the conceptual and practical tools for the management of activities that manage to reconcile and connect both sectors, in order to move away from the often sterile debate between conservation and dissemination of cultural heritage and between mass tourism and elite tourism. The course also aims to provide a balanced perspective for the management of institutional and inter-organisational relations (also between the public and private sectors) for the realisation of tourism and culture projects. The lecturer is one of the most qualified operators in planning and implementation in this sector.