Master's degree in Marketing and Communication (until 2008-2009)

Course not running

Business Plan and Company Strategies (2007/2008)

Course code
Claudio Baccarani

Teaching is organised as follows:
Unit Credits Academic sector Period Academic staff
Lezione 3 SECS-P/08-MANAGEMENT 1° sem lez Claudio Baccarani
Seminario 2 SECS-P/08-MANAGEMENT 1° sem lez Marco Giuseppe Troiani

Learning outcomes

The module aims to explain the concept of strategy and analyse the founding elements of the business plan as a document, underlining its communicative function.


The module involves a range of teaching strategies including lectures, case studies and guest lectures. Additional material will be in the form of web-based reading and research, selected texts, journal articles and contemporary magazine and press articles. Independent research and study will be encouraged throughout to complement group work activities.

Assessment methods and criteria

1 hour written examination made up of open questions to test basic knowledge. If passed, oral examination to test critical analysis skills will take place.

Reference books
Author Title Publisher Year ISBN Note
Antonio Borello Il business plan. Dalla valutazione dell'investimento alla misurazione dell'attività d'impresa (Edizione 1) McGraw-Hill 2005 88 386 6285-1 Sono esclusi dal programma d'esame i capitoli 8 e 9.

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