Access to this Bachelor’s Degree Programme requires a high school diploma or other qualification obtained abroad and officially approved.
The education regulation of the degree programme requires students to possess sufficient knowledge and skills on themes of general interest and mathematics when starting the course, in order to ensure a profitable study attendance. A compulsory verification of the individual knowledge is provided for at programme starting. Should students fail to pass the test, they will have to obtain additional specific credit obligations during the first year.

The number of students admitted to the degree programme in Marketing and Business Organisation is set annually, depending on any local planning choices and the constraints imposed by the regulations on the accreditation of locations and courses of study.
In the academic year 2024-25, matriculation and enrolment in the course of study do not involve local planning choices and, therefore, the number of students admitted is free, subject to the requirements of the admission criteria.

Admission to the degree programme requires a secondary school diploma or another qualification obtained abroad and recognised as suitable. At the time of admission, sufficient knowledge and skills in general culture and mathematics are required, which are verified through computerised multiple-choice test sessions, delivered by the CoS at the Department's premises, on the dates indicated on the Department's website, on which the assessment criteria and bibliographic and multimedia references useful for preparation are made available.

In the event that the test highlights gaps in the student's initial preparation, ways to fill them are suggested. In particular, bibliographic paths specific to the areas of deficiency are suggested. Any additional training obligations are made up within the first year of the course, according to the methods indicated by the appropriate commission.

The degree programme provides the basic skills to pursue professional careers in the different areas of business management. It develops specific knowledge useful for those working in marketing and business organisation. Career opportunities are mainly intended for professionals working in manufacturing and service enterprises, but the knowledge acquired can also be profitably employed in consulting activities or in the management of public administrations. Finally, the theoretical and applicative preparation relating to the main methodologies for analysing and monitoring the market allows insertion, with operational roles, in structures dedicated to these activities both with project functions and with data collection and processing.
- specific knowledge of the main corporate functions, with particular reference to the accounting, planning and control, organisational, legal aspects of companies (administrative offices, financial management offices, commercial management offices, personnel management offices, etc.).
- specific knowledge concerning marketing, commercial distribution, price and product strategies, procurement (sales offices, sales networks, etc.)
- competencies concerning the analysis of demand and competitive positioning
- skills for strategic business management support
- specific skills concerning the management of internal and external corporate communication
- specific skills for public relations coordination in public administration

The degree programme provides the basic skills to pursue professional careers in the different areas of business management. It develops specific knowledge useful for those working in marketing and business organisation. Career opportunities are mainly intended for professionals working in manufacturing and service enterprises, but the knowledge acquired can also be profitably employed in consulting activities or in the management of public administrations. Finally, the theoretical and applicative preparation relating to the main methodologies for analysing and monitoring the market allows insertion, with operational roles, in structures dedicated to these activities both with project functions and with data collection and processing.
The profile of graduates in Marketing and Business Organisation allows them to work in functions involving the following tasks:
- staff organisation and management
- sales and marketing functions
- analysis of demand and competitive positioning
- coordination and management of internal and external corporate communication
- administration and management control in private companies and public administrations
- analysis and consultancy in auditing companies, consultancy firms or professional firms.

The degree programme provides the basic skills to pursue professional careers in the different areas of business management. It develops specific knowledge useful for those working in marketing and business organisation. Career opportunities are mainly intended for professionals working in manufacturing and service enterprises, but the knowledge acquired can also be profitably employed in consulting activities or in the management of public administrations. Finally, the theoretical and applicative preparation relating to the main methodologies for analysing and monitoring the market allows insertion, with operational roles, in structures dedicated to these activities both with project functions and with data collection and processing.
- Small, medium and large industrial, commercial and service enterprises, public and private
- Business consulting companies
- Banks and finance companies
- Public administration

The evolution of competitive systems has, over time, increased the need for in-house skills within companies, both manufacturing and service, dedicated to the analysis and definition of business models and the management of relations with target markets, both domestic and international.
The ability to forecast potential and actual demand, segment markets, assess the attractiveness of supply, monitor user satisfaction and design and manage customer relationships have become crucial in sustaining the value that companies are able to generate and transfer to their end markets.
These needs are now manifesting themselves in a precise manner in both small and medium-sized business systems and large organisations, both of which are more attentive to the search for specialised professional figures with design and operational skills suited to the new competitive confrontation that now involves all sectors, profit and non-profit, of the economic environment. Even the local fabric, made up of dynamic realities that often hold important competitive advantages, is increasingly sensitive to an enrichment of its human resources heritage that fully contemplates knowledge of innovative methodologies for the management of relations with markets and for an effective and efficient coordination of organisational processes and internal communication.
In the light of these competitive dynamics, the degree programme in 'Marketing and Business Organisation' represents an educational offering that meets the need to combine knowledge for the management of commercial and marketing activities and that relating to the coordination of organisational processes within companies. It also provides the fundamental economic-business knowledge necessary for the training of professionals suitable for managerial career paths in private or public organisations.

The training is divided into three specific areas of competence that complement each other.
The first area focuses on the tools, useful in both local and international competitive contexts, for analysing potential and actual demand, with the related segmentation processes, for monitoring customer relations, with the related methodologies and techniques for evaluating product, market and customer portfolios, for the determination of strategies and pricing policies, for the selection, management and implementation of sales networks, with a wealth of specific knowledge dedicated to the structure and competitive dynamics that characterise modern distribution, and for the definition of the appropriate communication mix suited to the economic and social context of reference.
The second focuses on the prevailing organisational models for managing business activity, relations between economic actors and business systems.
The third area introduces compulsory reporting systems and the main tools for programming and control activities and for investment evaluation.
The business management topics in the first three competence areas are complemented by the appropriate knowledge of micro- and macroeconomics, mathematics and statistics.
In particular, students will start their training with the acquisition of basic knowledge of political and business economics, the dynamics of business systems, business law, computer science, mathematics for economics and English. With this prior knowledge they will be able to proceed with the disciplinary in-depth study of business management, business relations law and statistical methodologies for market analysis. Alongside these skills, the specific disciplines of marketing and business organisation will also be addressed. In the marketing area, topics relating to strategies and policies for customer loyalty in the context of durable and non-durable consumer goods, industrial goods and services, and business organisation will be explored in depth; the strategic and operational relationship with modern distribution; the relationship activities of distribution channels towards final purchasers and business communication, with the presentation of the effectiveness of the different tools of the mix available depending on the competitive contexts of reference. In the area of organisation, the main approaches to the study of organisational structures and processes will be presented, as well as the most consolidated models for organisational design and human resources management and internal corporate communication.
Learning outcomes will be achieved through various teaching methods.
Depending on the course and its content, preference will be given to: traditional lectures, which are necessary to transmit basic and theoretical knowledge and to develop comprehension skills; the seminar form of discussion, which is particularly suitable for studying specific aspects of the economic reality and for accustoming students to active communication, thus developing autonomy of judgement and communication skills; internship activities, which are especially important for developing the ability to apply knowledge.
The verification of learning outcomes will mainly take place by means of examinations, oral and written, and, if possible, by monitoring learning processes by means of intermediate tests and periodic in itinere verifications. In some cases, especially in seminars, students will be asked to write written assignments as part of the final examination, in order to promote the skills, considered transversal to the European descriptors, of writing and synthesis.
The degree programme offers the possibility of acquiring additional support services for distance learning attendance that include the production of multimedia material specific to each course. In particular, students will be able to follow course content through 'digital handouts', live and deferred virtual classrooms, dedicated online receptions and on public and private forums (student-teacher).

The degree programme seeks to provide the logical and expository tools suitable for the valorisation of acquired knowledge and the maturation of professional skills appropriate to a Level I graduate. The individual lectures focus on learning the technical terminology of each discipline, also by means of individual and group discussions and/or presentations. In order to pass the final examination, students must produce a paper in which they must demonstrate adequate skills in written communication. In the course of the various training activities, students are also encouraged to interact in order to improve their analytical and argumentation skills and acquire computer skills suitable for the use of the most recent and widespread communication tools. In addition, the teaching of foreign languages and the opportunity to participate in mobility programmes with other European countries hone communication skills.
Graduates in marketing and business organisation will therefore be able to communicate with specialised and non-specialised stakeholders through:
- appropriate organisation of information in analytical and summary frameworks;
- setting up appropriate communication schemes according to the different target groups;
- ability to assist corporate functions in the management of internal and external communication;
- appropriate framing of the problem and possible solutions.

The students' ability to mature and express autonomy of judgement is achieved through the multidisciplinary nature of the course, which enables them to approach socio-economic phenomena relevant to business management from different perspectives. Students acquire data analysis and evaluation techniques and tools that support the critical interpretation of the phenomena studied. In addition, initiatives such as the discussion of business cases, meetings and debates with entrepreneurs and managers are foreseen to stimulate and enhance the development of students' independent judgement.
Graduates in marketing and business organisation will therefore be able to collect and interpret data in order to
- analysing and monitoring customer relations;
- assessing the consistency of the product portfolio;
- determine the pricing structure of the product portfolio;
- judging competitive dynamics in a context of extended competition.

The educational activities of the degree programme provide students with the skills for deepening and enhancing the knowledge acquired and enable them to profitably and independently tackle subsequent study paths. The proposed courses provide students with theoretical reference frameworks, methodologies and qualitative-quantitative tools for in-depth study of managerial subjects and, secondarily, of other socio-economic disciplines, suitable for a first-level degree programme.

Methodological and transversal knowledge area
The subjects in the area of methodological and transversal knowledge provide students with mathematical, statistical, computer and English language knowledge. The basic service components supporting ICT and the mathematical concepts and methods widely used in economics and business management are offered. Students acquire knowledge of basic statistical methodologies suitable for correctly conducting quantitative surveys and understanding their results, and learn how to manage information, internal or external, to support business decisions. Finally, students acquire knowledge of the English language at B1 level, according to the standards of international language certifications.
Graduates will have acquired the knowledge and understanding to
- Identify and define the logic and procedures for solving mathematical problems;
- Identify and define the basic principles and methods of descriptive and inferential statistics;
- Identify and describe the main information tools supporting business management;
- Recognise the structures of written and spoken English at B1 level.



Preliminary and transversal knowledge area
The subjects in the area of preliminary and transversal knowledge provide students with mathematical, statistical, computer and English language knowledge. Computer tools and mathematical concepts and methods widely used in economics are offered. Students learn the basic statistical methodologies for conducting and correctly interpreting quantitative surveys and for managing information, internal or external, relevant to business decisions. Finally, students acquire knowledge of the English language at B1 level, according to the standards of international language certifications.
Graduates will acquire the knowledge to understand:
- logic and procedures for solving mathematical problems;
- the basic principles and methods of descriptive and inferential statistics;
- the main information tools supporting business management;
- the written and spoken English language at B1 level.



Economic-legal area
The teachings in the economic-legal area provide students with the fundamental knowledge to understand the characteristics and functioning of economic systems and the rules that regulate the relationships between operators. The tools of both macro- and microeconomic analysis are presented to equip students with the ability to recognise and critically interpret phenomena that influence market trends, price formation in different market structures and the behaviour of economic agents. The teachings in the legal area provide students with knowledge of the regulations that apply in market relations and that govern contracts and commercial representation.
Graduates will have acquired the knowledge and understanding to
- Recognise and describe the dynamics of economic systems, based on established concepts in the modern economic tradition;
- Recognise and describe the tools of macro- and micro-economic analysis;
- Identify and illustrate the main regulations concerning the entrepreneur and business and the main areas of application;
- Identify and illustrate the main contents of the regulation of contracts for the exercise of the economic activity of the enterprise.


Economic-business area
The subjects taught in the area of business economics enable students to acquire the basic knowledge for understanding and analysing the economic activity of companies, observed in the aspects of management, organisation and recognition. The elements that make up the structure of the company, the processes by which economic activity is carried out and how it interacts with the environment are introduced. The knowledge of strategic marketing is offered to understand the competitive behaviour of economic operators, consumer analysis and market segmentation techniques. Knowledge is provided to understand the most relevant critical issues in organisational design and its sociological implications. Basic knowledge on management control is introduced.
Graduates will have acquired the knowledge and understanding to
- Identify and describe the criteria and techniques for analysing competitive scenarios and the role of marketing strategies;
- Recognise the economic analysis tools most widely used by companies to support internal and external management decisions;
- Illustrate the main theoretical contributions, models and techniques of organisational analysis and design and the main organisational forms;
- Identify and describe the main management control tools.


Marketing and Communication Area
Lessons in the area of marketing and communication provide the knowledge to use marketing levers and tools appropriately. Students learn operational marketing techniques for the evaluation of the product portfolio, the creation and maintenance of the brand image, and the choice of distribution channels. The different activities and elements that make up the corporate communication mix are presented, as well as the different steps for formulating a marketing communication plan. The themes and theoretical perspectives of social psychology and the psychology of cognitive processes are also proposed, completing the knowledge required by the professional profile the degree programme is aimed at.
Graduates will have acquired the knowledge and understanding to
- Recognise and describe the tools for managing the components of the marketing mix and for designing service delivery systems, the concepts of quality, buyer satisfaction and loyalty;
- Recognise and describe the criteria for drawing up a communication plan adopted by a company;
- Identify and describe the specificities of commercial enterprise management;
- Illustrate the themes and theoretical models of social psychology and the psychology of cognitive processes.

Methodological and transversal knowledge area
The ability to apply the knowledge and understanding of the proposed disciplinary contents is acquired, in relation to the specific nature of each course, through the use of teaching methods and tools such as, for example, classroom exercises and computer laboratories and with the activities carried out in the compulsory internship in companies, professional studios or other organisations. The articulation of the different teaching methods and tools, together with other training activities offered, allows students to experiment and contextualise the knowledge they have acquired, in accordance with the degree programme's reference professional profile.
Graduates will have acquired the ability to
- solving mathematical exercises and performing calculation procedures by motivating them with logical arguments;
- Recognise and apply the main quantitative methodologies in the areas of socio-economics and, in particular, marketing;
- select and apply statistical methods for the management of internal information or sample surveys (market research) considering several variables, both quantitative and qualitative;
- to hold a conversation in English in different social and professional contexts and to analyse different types of texts with content including economic content;
- recognise and apply the most common IT tools for business management.


Preliminary and transversal knowledge area
The ability to apply the knowledge and understanding of the proposed disciplinary contents is acquired, in relation to the specific nature of each course, through the use of teaching methods and tools such as, for example, classroom exercises and computer laboratories and with the activities carried out in the compulsory internship in companies, professional studios or other organisations. The articulation of the different teaching methods and tools, together with other training activities offered, allows students to experiment and contextualise the knowledge they have acquired, in accordance with the degree programme's reference professional profile.
Graduates will acquire the ability to
- solving mathematical exercises and performing calculation procedures by motivating them with logical arguments;
- apply the main quantitative methodologies in the areas of socio-economics and, in particular, marketing;
- use statistical methods for managing internal information or sample surveys (market research) considering several variables, both quantitative and qualitative;
- hold a conversation in English and produce a text with economic content;
- use the most common IT tools for business management.




Economic-legal area
The ability to apply the knowledge and understanding of the proposed disciplinary contents is developed, in line with the specific nature of each course, through the use of teaching methods and tools such as, for example, classroom and computer laboratory exercises, simulations and with the activities carried out in the compulsory internship at companies, professional studios or other organisations. The articulation of the different teaching methods and tools, together with other training activities offered, allows students to experiment and contextualise the knowledge acquired, in accordance with the professional profile of reference of the degree programme.
Graduates will have acquired the ability to
- Interpreting the most common long-run microeconomic and macroeconomic problems;
- Interpreting major economic events, based on information reported in the media and other information tools,
- Apply the main tools of economic analysis;
- Recognise the meaning of a rule and use the legal institutions contained in the legislation relating to the topics proposed in the specific teachings.



Economic-business area
The ability to apply the knowledge and understanding of the proposed disciplinary contents is developed, in line with the specific nature of each course, through the use of teaching methods and tools such as, for example, testimonials and business cases, classroom and computer laboratory exercises and with the activities carried out in the compulsory internship at companies, professional firms or other organisations. The articulation of the different teaching methods and tools, together with other training activities offered, allows students to experiment and contextualise the knowledge acquired, in accordance with the professional profile of reference of the degree programme.
Graduates will have acquired the ability to
- Analysing with appropriate methodologies the characteristics of the economic sector, the main demand segments and how they are positioned in the market;
- use, at an introductory level, management planning and control tools for cost analysis and budgeting;
- apply the acquired theoretical tools to identify the main elements of organisational solutions and solve critical organisational issues.


Marketing and Communication Area
The ability to apply the knowledge and understanding of the proposed disciplinary contents is developed, consistently with the specific nature of each course, through the use of teaching methods and tools such as, for example, classroom exercises and computer laboratories and with the activities carried out in the compulsory internship in companies, professional studios or other organisations. The articulation of the different teaching methods and tools, together with other training activities offered, allows students to experiment and contextualise the knowledge acquired, in accordance with the professional profile of reference of the degree programme.
Graduates will have acquired the ability to
- Select strategic and operational product, pricing, distribution and communication solutions consistent with the relevant competitive context;
- Select and apply methodologies for measuring perceived quality and user satisfaction related to a service delivery system;
- Identify and apply the main tools for drafting a communication plan;
- Select and apply the methods and fundamentals of the psychology of cognitive processes to the definition of marketing strategies;
- Adopting interpretative keys to complex social events from the perspective of social psychology.