Course 2017-2018 a.y.

Classes: 31 (II sem.)

Instructors:
Class 31: ANTONIO CATALANI

• The choice of environmental sustainability is compatible with the consumption habits and the impact on prices?
• How local production can change consumer habits?
• Which may be the effect on local producers?
• What is the "minimum" threshold of sustainability adequately significant, but acceptable for customers both culturally and economically?

The course is structured in the following blocks

• Definition of the variables of sustainability (environmental, cultural and economic), local production, and the methods of analysis and measurement of the same.
• Introduction to the methodology of the business model canvas.
• Evaluation of the current situation in terms of effects on sustainability.
• Definition of business models that enable them to assess and compare the different hypotheses.

Discussion of case histories of brands that have been able to build successful business models and differentiate themselves from the "mass market way".

Group assignments.
Students are divided by the instructors into groups of 4/5 members. Each group analyzes, using the business model canvas, a specific consumption model (restaurants and/or domestic consumption) and have to design a new business model based on sustainability for comparing the impact in terms of sustainability.
During the kick off session, students are provided with general concepts and tools that are useful to carry out the assignment. Each group has to prepare a plenary presentation of about 10 minutes and a final report of no more than 12 pages of text.

For attending students
This course is based on active participation. While attendance is not compulsory, it is checked regularly, it is part of the evaluation and is warmly recommended, as the program is highly interactive.
Attending students attend at least 75% of classes. Attending students may opt to become non attending students if they show up on the day of final.
Attending Students are graded according to the following criteria: 40% group assignment and 60% final exam.
The overall individual grade however can receive an upgrade for outstanding class participation to case discussions and excellent task/project accomplishment.
Final exam: students are asked to take the final exam in the form of an essay on a specific topic.

For non attending students
Non attending students are graded according to the following criteria: 100% final exam.
Students are asked to take the final exam in the form of an essay on a specific topic.

• A. OSTERWALDER , Y. PIGNEUR, Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers, Wiley, 2010.

Additional material (industry notes, cases and slides) is made available on the e-learning platform.