E-BUSINESS

Among the optional courses of the degree course of Business Economics and Management, eBusiness aims at providing students with a set of methodological and practical tools in the use of information and communication technologies at the firm and market level. The objectives of the course deal with the impact determined by digital technologies in the transformations of business strategies, in the relationships between business and final customers, in the use and promotion of the intellectual property and in the transformation of manufacturing processes. The achievement of these objectives allows the student to appropriately frame the topics discussed during the other exams related to business management by evaluating the impact of digital technologies and their implications on the managerial level.

The course aims at teaching the typical language of the digital community and the main theories that have characterized the discontinuity of the so-called "new economy". The course aims to develop the ability to apply this knowledge in understanding the transformation processes of the typical sectors of the Italian economy and to develop a specific ability to solve problems in the evolution of established business models.

The course attendance and the exam require that the student has already passed the Business Economics course.

1st week: Digital in business: a thirty-year-long transformation.
This week we discuss the introduction of new technologies in business management by analyzing with particular attention the impact of ERP platforms and their implications in terms of business strategy.
2nd week: Virtual communities of consumers
This week we analyze the relationship between business and consumer determined by the impact of the Internet and the Web with particular attention to the enjoyment of virtual communities.
3rd Week: Electronic Commerce and the Customer decision Journey
In this week the topic of electronic commerce is analyzed starting from the quantitative dimension of the phenomenon, from the priorities and the choices of the companies and from the opportunities offered by the technological transformations underway. The role and implications of new digital consumer behaviors are analyzed, by focusing on the world of services.
4th Week Platforms Economy
This week the concept of the digital platform is deepened and the implications for enterprise strategies and work organization are analyzed.
5th week Industry 4.0
This week we describe the outlines of the so-called 4th industrial revolution and describe the impacts of 4.0 technologies in some key sectors of Made in Italy. We will explore the role of new technologies such as blockchain and artificial intelligence.

First Week

- Micelli, Stefano (2017) , “Le tre rivoluzioni del management digitale”, Sinergie- Italian Journal of Management, Vol 35 n° 103, pp. 13-22
- Hammer, Michael (1990), “Reengineering work: don’t automate, obliterate“, Harvard Business Review
- Baricco Alessandro (2018), The Game, Einaudi, Torino (pagg. 42-70, 111-138)
- Kelly, Kevin (1997), “New Rules for the New Economy.” Wired 5, no. 9

Second Week

- Armstrong A., Hagel J. ,(1996), “The real value of on-line communities“, Harvard Business Review
- Bernoff, J., Li, C., (2008), “Harnessing the power of the Oh-So-Social Web“, MIT Sloan Management Review, vol 49, n. 3.
(accesso tramite risorse digitali della biblioteca di Economia BEC)
- O’Reilly, Tim, (2005) “What is web 2.0”, O’reilly.com

Third Week

- Casaleggio e Associati (2019), “E-commerce in Italia 2019”, download previa iscrizione gratuita
- Google (2011), ZMOT: winning the Zero Moment Of Truth – Capitolo 2
- Anderson, Chris (2004), “The Long Tail.” Wired 12, no. 10
- Rigby, D., (2011), The Future of Shopping, Harvard Business Review


Fourth Week

- Batelle, John (2005), “The Birth of Google.” Wired 13, no. 9
- Evans P., Gawer A., (2016), “The rise of the platform enterprise: a global survey“, The center for global enterprise.
- Economist (2013), “The rise of the sharing economy“, reperibile sul sito Economist.com e Blanchard O. (2015), “Stop calling it the sharing economy“, sul sito olivierblanchard.net

Fifth Week

- Anderson Chris (2010), “In the Next Industrial Revolution, Atoms Are the New Bits”, Wired, 25 gennaio;
- Economist (2012), “The third Industrial Revolution“, reperibile sul sito Economist.com
- Roland Berger (2014), “Industry 4.0 – The new industrial revolution How Europe will succeed”
- WIRED (2018), “The Wired Guide to the Blockchain”, disponibile su https://www.wired.com/story/guide-blockchain/
- WIRED (2018) “The Wired Guide to Artificial Intelligence” disponibile su https://www.wired.com/story/guide-artificial-intelligence/

The materials are also available at: https://ebusiness1.wordpress.com

The evaluation of the learning process includes a written test aimed at testing the learning of the basic knowledge discussed in class and a series of questions aimed at evaluating skills acquired in solving problems related to the digital transformation of companies. In general, the test consists of 25 questions, some of which are multiple choice, others with free answers. The duration of the exam is usually 45 minutes.
Attending students will have the opportunity to participate in group exercises that will be evaluated with respect to the ability to represent problems in an original way on the basis of the categories proposed in the classroom.

The course is divided into
- a series of lectures on the key topics of the exam
- presentations given by digital managers and entrepreneurs
- a series of exercises developed by small groups of students on topics identified and discussed in class.

Italian

written