Risorse bibliografiche
Risorsa bibliografica obbligatoria
Risorsa bibliografica facoltativa
Scheda Riassuntiva
Anno Accademico 2020/2021
Scuola Scuola di Ingegneria Industriale e dell'Informazione
Docente Toletti Giovanni
Cfu 5.00 Tipo insegnamento Monodisciplinare

Corso di Studi Codice Piano di Studio preventivamente approvato Da (compreso) A (escluso) Insegnamento

Obiettivi dell'insegnamento

The course aims at introducing and understanding some important activities, processes and tools characterizing business organizations.

The course bases on the framework of the Business Plan that is able to synthetize all the most important challenges that managers have to face and is particularly useful for entrepreneurs (or would-be entrepreneurs). It analyzes more in depth the topics of Strategy and Marketing. As far as Strategy is concerned, it presents the main concepts and theories characterizing the corporate strategy both concerning the specific Strategic Business Unit and the Corporate level. As far as Marketing is concerned, it deals with the implementation of a Marketing Analysis, it defines the main concepts of Marketing Strategy, it shows the key issues influencing Marketing Mix Decisions and, finally, it explains how to implement and control a marketing plan. The final part of the course presents the basics of project management.

The course will be supported by examples, case studies, exercises and a project work in the context of biomedical industries that will allow students to put into practice what they have learnt in theory.

For students following both this course and Clinical Technology Assessment it will be offered the opportunity to carry on a combined project that will put together the topic of the two courses starting from the assessment of the technology and ending with the implementation of a Business Plan evaluating the economic feasibility of the technology itself.

Risultati di apprendimento attesi

DdD1. Knowledge and understanding

By the end of the course, the students will:

  • understand the meaning of strategic decisions;
  • understand the main concepts of corporate strategy;
  • understand the basic concepts characterizing project management;
  • understand when it is necessary to develop a Business Plan, who are the potential targets of the document and which tools could be used in order develop innovative and creative solutions;

 DdD2. Applying knowledge and understanding

By the end of the course, the students will:

  • be able to interpret and analyze a market and business environment;
  • be able to analyze a company's business model and, business strategy;
  • be able to develop a business plan.

Argomenti trattati
  1. Business Planning
  • The Business Plan: What, When, How and Why;
  • Executive Summary: The main topics of the Business Plan;
  • Introduction: the Business Idea, the entrepreneurial team, the Company, Value proposition canvas;
  • Products and services: a short presentation, main strengths and weaknesses;
  • Strategic plan: internal and external analysis, SWOT analysis, main aims;
  • Marketing plan: Market segmentation and strategic positioning, 7Ps;
  • Operating, organizational and human resource plan.
  • Business Processes;
  • Financial Plan;
  • Risk analysis.
  1. Corporate strategy
  • Strategic decisional process;
  • Strategic Business Units (SBUs) vs. Corporate;
  • Internal and external analysis;
  • Models supporting the SBU strategy: Porter’s Five forces, Porter’s Value Chain, PESTLE analysis; Osterwalder’s Business Model Canvas, resource/competence theory, Blue Ocean Strategy;
  • Corporate strategy: portfolio of businesses, BCG matrix, GE/McKinsey matrix.
  1. Marketing
  • Marketing Analysis;
  • Marketing Strategy;
  • Marketing Mix Decisions;
  • Implementation and Control.
  1. Basics of Project Management
  • Main components of project management: scope, time, progress, cost, risk, stakeholders, value


The course is designed for the students of Biomedical Engineering. It is necessary to have the basic competences provided by the course “Economia e Organizzazione Aziendale”. In particular basics of accounting and financial accounting, investment evaluation.

Modalità di valutazione

The exam consists of two parts:

Part 1: Project work (70%):

Every student will be asked to realize a business plan concerning a business idea provided by the professor on some topic of bio-engineering. The Business Plan will analyze the economic feasibility of the idea and will evaluate whether it is possible to launch it on the market. Students following also the course of Clinical Technology Assessment will have the possibility to work on a combined project that, first, will require the assessment of the technology and, then, will require the development of Business Plan related to the assessed idea.

Students will have also the option to develop a Business Plan about their own business idea.

Part 2: individual oral exam (30%):

Starting form (and basing on) the Business Plan done by every students, a couple of questions concerning the topics of the course will be discussed.

Risorsa bibliografica facoltativaVaughan Evans, Writing a Business Plan: How to win backing to start up or grow your business, Editore: FT Pr, Anno edizione: 2015, ISBN: 978-1292085142
Risorsa bibliografica facoltativaGrant, R., Contemporary Strategy Analysis, Editore: Wiley, Anno edizione: 2016

Part II of the book discusses the analysis of market and business environment. Part III discusses the content of business strategy. Chapter 13 & 14 in Part IV discuss part of business strategy presented in class.

Forme didattiche
Tipo Forma Didattica Ore di attività svolte in aula
Ore di studio autonome
Laboratorio Informatico
Laboratorio Sperimentale
Laboratorio Di Progetto
Totale 50:00 75:00

Informazioni in lingua inglese a supporto dell'internazionalizzazione
Insegnamento erogato in lingua Inglese
Disponibilità di materiale didattico/slides in lingua inglese
Disponibilità di libri di testo/bibliografia in lingua inglese
Possibilità di sostenere l'esame in lingua inglese
Disponibilità di supporto didattico in lingua inglese
schedaincarico v. 1.6.5 / 1.6.5
Area Servizi ICT