E-BUSINESS

The course aims at analyzing the key topics of the digital economy starting from a reflection on the discontinuities triggered by the spread of the Web on the main economic sectors. The course provides students with a theoretical framework and a series of case studies to support it. The students who will follow the course in presence and online will have the opportunity to confront themselves with distinguished lecturers and with a debate about the main emerging technologies.

The course provides an understanding of the characteristic features of the business models that distinguish the network economy, a critical evaluation of the impact of the network on the most innovative sectors and on the traditional ones, a set of specific competencies to develop business models consistent with the opportunities offered by the evolving economic scenario.

Exam of Business Administration

1w - Introduction to the new Economy
2w - From virtual communities to social networks - how the network has transformed the relationship between business and consumers
3w- The theory of the long tail and the management of the digital Customer Journey
4w- Platform economy
5w- The fourth industrial revolution: an international point of view and the Italian perspective

First week - Stefano Micelli (2017) , “Le tre rivoluzioni del management digitale”, Sinergie- Italian Journal of Management, Vol 35 n° 103, pp. 13-22 + Kelly, Kevin (1997), “New Rules for the New Economy.” Wired 5, no. 9
Second week - Susan Fournier and Lara Lee, Getting Brand Communities Right, Harvard Business Review, 2009. Greg Fisher, Online Communities and Firm Advantages, Academy of Management Review 2019, Vol. 44, No. 2, 279–298. https://doi.org/10.5465/amr.2015.0290
Third week - Anderson, Chris (2004), “The Long Tail.” Wired 12, no. 10, McKinsey (2011), The consumer decision journey, https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-consumer-decision-journey , Casaleggio e Associati (2020), “E-commerce in Italia 2021”
Fourth week - Assolombarda, Platform economy: definizioni e prospettive, https://www.assolombarda.it/centro-studi/platform-economy-definizioni-e-prospettive , 2018
Fifth week - Anderson Chris (2010), “In the Next Industrial Revolution, Atoms Are the New Bits”, Wired, 25 gennaio; Market Watch PMI 2020 Banca IFIS, https://www.bancaifis.it/studi-e-ricerche/market-watch-pmi-fattore-i-febbraio-2020/

Written exam of about 25 multiple-choice and open-ended questions on lecture notes and readings assigned during the course.

Lectures, interventions of external experts.

Italian

written