BUSINESS MODELING AND PLANNING

This course aims to develop students’ capacity to: Analyze strategic environments and position companies effectively. Understand, design, and assess business models. Translate strategic thinking into actionable business plans through scenario-based planning. Integrate multiple perspectives (strategic, operational, financial) into entrepreneurial and corporate planning processes

Marketing Fundamentals Accounting and Finance fundamentals Strategic Management or Entrepreneurship

By the end of this course, students will be able to: Evaluate classic and modern strategic frameworks and apply them to complex environments. Define and assess various business models in terms of desirability, feasibility, viability, and adaptability. Innovate business models using structured approaches and critically assess portfolios of models. Develop coherent and scenario-driven business plans aligned with strategy and organizational capabilities. Communicate business models and plans effectively using structured tools and templates.

Part I – Strategy (Weeks 1–2) Classic Strategy Approaches (Porter, Ohmae, CSF & CA) Strategy Tripod (Industry, Institution, Resources) Megatrends, Weak Signals, Complexity Scenarios vs Forecasts Blue Ocean Strategy (BOS) Case: a strategic transformation story Part II – Business Modelling (Weeks 3–7) Evolution of BM definitions and approaches (from informal to Gassmann, Osterwalder) The 4 Lenses: Desirability – Feasibility – Viability – Adaptability The Business Model Canvas Patterns and Benchmark BMs (e.g., freemium, long tail, platform) BM Innovation, Ecosystems & Portfolios Case: Business model innovations Part III – Business Planning (Weeks 8–11) Strategy Cascading: from Vision to Execution Business Planning Process: Phases, Structure, Key Documents Tools: SWOT, PESTEL, Financial Projections, KPIs Developing a Scenario-Based Plan (based on a real case) Group Work on Business Plan across 4 Scenarios Week 12 – Final Review Final presentation and peer review of Business Plans Reflection on Strategic Consistency, BM Coherence, Planning Execution Final exam preparation

The key textbooks for the course are: Kim, W. C., & Mauborgne, R. (2015). Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant (Expanded ed.). Harvard Business Review Press. Osterwalder, A.; Pigneur, Y. (2010). Business model generation, Wiley. Gassmann, O., Frankenberger, K., & Csik, M. (2014). The Business Model Navigator: 55 Models That Will Revolutionize Your Business. Pearson. Abrams, R. M. (2022). The Successful Business Plan: Secrets & Strategies (7th ed.). PlanningShop Business Planning 101" di Tim Berry. "Strategic Planning for Dummies" di Erica Olsen. "Burn the Business Plan" di Carl J. Schramm. Selected articles and reading materials presented weekly on the platform.

Enquiry-Based Learning (EBL), Case-Based Discussions, Group Work, Real-Life Simulation

30% Continuous In-Class Assessment, 70% Final Test/Exam written exam will be made up of 12 Multiple choice questions (each worth 1,5 points) and 2 Open-ended questions (each worth 6 points).

Active attendance at the course Quality of the proposed issue for the thesis

 Mastering of The English Language Time: minimum 3 months leadtime Commitment: we have few but strict rules, lack of compliance might result into graduation postponement