FINANCIAL AND MARKETING ANALYSIS
Learning outcomes of the course unit
The course aims to provide students with useful skills to know how to interpret and analyze articulately the financial performance of a company and information about the competitive environment useful for the formulation of competitive marketing strategies.
Course contents summary
The course explores the fundamental issues of financial analysis and marketing and their importance for managerial decisions in a company. Especially in the first part ("Financial Management of Companies" module) both the methodology of financial planning in order to maintain an economic business balance and the criteria for the evaluation of financial investments are addressed. In the second part ("marketing information systems" module) the structure and management of the marketing information system (SIM), that is the ensemble of micro and macro environmental information useful in guiding market policies for the company, are both explored in depth.
Reference texts: Lanzavecchia A., Tagliavini G, ed. La gestione finanziaria di impresa: problemi e soluzioni. EIF-e.book, 2008. (“Financial Management of Companies” module) – Ancarani, F., Valdani, E., Marketing strategico 1. L'analisi dell'ambiente competitivo. Milan: Egea, 2009. (“marketing information systems" module).
Over the course of the lessons some exercises and some managerial case studies/seminars are planned.
Although the lessons are organized into two separate modules, evaluation is carried out through a single exam.