ORGANIZATIONAL ISSUES IN MARKETING AND SALES
Obiettivi formativi
The course provides an introduction to the issues and pitfalls arising in most organizations, i.e., we study the “organizational side of working life”. As this is an “issue” based course, topics selected are those particularly relevant for marketing students. At the end of the course students should be able critically assess and become informed decision makers in a wide variety of issues affecting all organizations.
Risultati di apprendimento attesi
Knowledge & understanding
The course offers essential conceptual tools for the understanding and analysis of organizations. It helps students to develop awareness and understanding of organizational life, especially in a marketing/sales environment.
The course provides knowledge on strengths and weaknesses of different organizational structures. This course provides advanced knowledge and analytical resources that will enable students to understand the processes inside organizations relevant for the marketing function.
Applying knowledge & understanding
Upon completion of this course, students should be able:
- to assess various organizational designs and structures enabling them to choose an appropriate setup for the marketing function.
- to analyze coordination issues and identify mechanisms to address them
- to make appropriate suggestions for solving organizational problems
- to understand and apply people management practices in marketing/sales environments
Making Judgments
Critical analysis is a key part of the course and students will be continuously asked to explain and justify their suggestions and decisions. The course is built on the principles of evidence-based decision making. Its principles enable students to make informed decisions. Solutions to organizational dilemmas and cases need to be developed on the basis of evidence-driven decision making.
Communication skills
This course will give the students the possibility to understand, acquire and express complex organizational concepts and mechanisms. In various class activities, students will have to communicate their ideas, proposals, analysis and critical reasoning using technical terminology relating to organizational problems in a precise and effective way.
Learning skills
This course facilitates the development of learning skills through the critical discussion of cases and various experiential learning activities, facilitated by technology. Collaborative online learning tools will also be used.
Contenuti Del Corso
Organizations are complex entities developing their strategies in a VUCA world (VUCA = Volatile, Uncertain, Complex and Ambiguous). Understanding their inner workings takes more than memorizing ready-made recipes. Using insights from a variety of theoretical approaches, the course intends to equip students with the ability to develop inferences about organizational issues relevant for the management of marketing divisions and sales forces. The course will expose students to different research traditions and real-world cases reflecting analytic and pragmatic approaches to solving business problems.
Testi Di Riferimento
Attending students:
As this is an “Issues in..”- course we cover a wide variety of topics that is usually not available in a single textbook. Hence, all required readings will be made available through the learning platform (learn.luiss.it).
Non attending students:
Pilati, M., Tosi, H. L. (2011). Managing Organizational Behavior: Individuals, Teams, Organization and Management. Regno Unito: Edward Elgar.
Mandatory readings used during the course, listed later in the syllabus on a week-by-week basis.
Metodologie Didattiche
During the course, the following teaching methods will be applied:
• lectures
• working groups and case studies
• presentations and assignments
On campus activities integrate the online lectures with the analysis of business cases and discussions, exercises and reflection on relevant papers.
Students will be required to join practical training sessions and analyze or discuss, individually or within small groups, case studies/readings focused on the resolution of organizational problems that can be adopted in different strategic and environmental contexts.
These sessions are useful to evaluate student's ability to put into practice the organizational issues acquired during the lectures.
Modalità di verifica dell'apprendimento
Attending Students:
The final grade will be based on a final written exam + in-class quizzes + Group Project work.
Written examination: 30% of the grade.
In-class quizzes: 10% + 10% + 10% of the grade.
Group Project Work: 40% of the grade.
Instructions for the final written exam (attending): A mix of multiple-choice/true-or-false questions and Open questions. True/false questions also require a short open response indicating the main concept or a practical example or explanation of the selected choice. The points for each question are explicitly reported. Nobody, including the instructor, can answer any question during the exam session.
Instruction for in-class exercises/assignment (attending):
3 Learning quiz with a mix of multiple-choice/true-or-false questions.
Instruction for group project work (attending):
Division into small working groups and choice of an organization to analyze throughout the weeks of the course (what organizational structure, analysis of cultural elements, analysis of change management programs and strategy, analysis of the employer branding strategy, etc.). Each subgroup will be asked to create a portfolio (PowerPoint) containing a collection of all the analyses carried out on the business case. The project work will be presented orally during the two last weeks of the course by each subgroup and evaluated based on criteria such as accuracy of content, bibliographical sources used, effectiveness of oral presentation.
Non attending students:
The final grade will be based on a final written exam (100%)
Multiple choice questions
True-or-false questions, requiring a short open response indicating the main concept or a practical example or explanation of the selected choice (max 3 lines).
Open questions requiring the explanation of a concept, theory, definition, or example (max 10 lines).
Criteri per l’assegnazione dell’elaborato finale
Master thesis assignment is based on a project proposal elaborated and presented by the student.
The project (2/3 pages) must include:
• Table of contents
• Abstract
• Main references
For experimental thesis it is advised to present the project a minimum of 6 months before the planned graduation session.
Il syllabus affronta temi collegati alla sostenibilità?
YES
Settimana 1
Online session+on-campus session
Introduction and general overview of the course
Introduction to Organizations
a) why are organizations important?
b) what do we mean with organizational design & organizational behavior?
c) reminder on basic organizational forms
d) principles of evidence-based management
Mandatory readings
Bennet N., Lemoine J., G. What a difference a word makes: Understanding threats to performance in a VUCA world Business Horizons. 2014; 57; 311-317
2) Barends, E., Rousseau, D. M., & Briner, R. B. (2014). Evidence-based management: The basic principles. In Barends, E., & Rousseau, D. M. (2018). Evidence-based management: How to use evidence to make better organizational decisions. Kogan Page Publishers, London.
3) Chapter 10 Organizational Structure & Design in Robbins,S.P. & Coulter, M. (2005). Management, Location: Prentice Hall International
On-line session Group Project Work – session 1: Starting work on the group project work: Breakdown into subgroups (10 students for each group); choice of the organization to be analyzed in group work; building the company's identikit; work on the portfolio (on-campus session)
Settimana 2
Online session+on-campus session
Principles of Organizational Design
a) authority & control
b) fit & contingencies
c) modern organizational forms
Mandatory Readings:
4) Donaldson L., Joffe. G. (2014). Fit - The Key to Organizational Design. Journal of Organization Design, 3(3), 38-45
5) Burton R. M., Obel B. & Håkonsson D. D. (2015). How to get the Matrix Organization to Work. Journal of Organization Design, 4(3), 37-45. 6)
In class exercise
via short fictional case analyses and group discussion - on the analyses of the organizational structure.
On line session Group Project Work – session 2:
Identification of the organizational structure of the company chosen by each subgroup. Work on the portfolio
Settimana 3
Online session+on-campus session
Principles of Organisational Behaviors
a) what do we mean with Organisational Behaviours (OB)?
b) models of Human Behaviour
c) Social Learning
d) Impacts on Organisations
Mandatory Readings:
6) Chapter 1 in Pilati, M., Tosi, H. L. (2011). Managing Organizational Behavior: Individuals, Teams, Organization and Management. Regno Unito: Edward Elgar.
7) Chapter 2 in Pilati, M., Tosi, H. L. (2011). Managing Organizational Behavior: Individuals, Teams, Organization and Management. Regno Unito: Edward
Case: to be communicated in class
Settimana 4
Online session+on-campus session
Principles of Organisational Culture
a) what do we mean with Organisational Culture
b) Impacts on Organisations
Mandatory Readings:
8) Chapter 3 in Alvesson, Mats, and Stefan Sveningsson. Changing organizational culture: Cultural change work in progress. Routledge, 2015.
Face-to-face group discussions: Organizational culture in Ferrero: An Italian virtuous example - materials will be made available through the learning platform before class
In-class quiz (1/3)
On line session Group Project Work – session 3:
Identification of the organizational cultural element of the company chosen by each subgroup. Work on the portfolio
Settimana 5
Online session+on-campus session
Motivation issues for the management of sales forces
a) content & process theories of motivation
b) reward & incentives
c) motivation crowding effects
Mandatory Readings:
9) Chapter 3 in Pilati, M., Tosi, H. L. (2011). Managing Organizational Behavior: Individuals, Teams, Organization and Management. Regno Unito: Edward Elgar.
10) Kuvaas, B., Buch, R., Gagné, M., Dysvik, A., & Forest, J. (2016). Do you get what you pay for? Sales incentives and implications for motivation and changes in turnover intention and work effort. Motivation and Emotion, 40(5), 667-680.
Case study: Rewards and organizational goal achievement: a case study of toyota motor manufacturing in Kentucky (materials will be made available through the learning platform before class)
On line session Group Project Work – session 3:
Identify incentive and motivation systems, MBO programs of the company chosen by each subgroup. Work on the portfolio
Settimana 6
Online session+on-campus session
Decision making
a) decision making
b) biases
c) heuristics of thinking
Mandatory Readings:
11) Courtney, H., Lovallo, D. & Clarke, C. (November 2013). Deciding how to decide. Harvard Business Review, Vol. 91(11), 62 – 70.
12) Kahneman, D., Lovallo, D., & Sibony, O. (2011). Before you make that big decision. Harvard business review, 89(6), 50-60.
In-class quiz (2/3)
Settimana 7
Online session+on-campus session
Employer Branding
a) Employer Branding
b) Recruitment messaging
c) Attraction & selection issues
Mandatory Readings:
13) Theurer, C. P., Tumasjan, A., Welpe, I. M., & Lievens, F. (2018). Employer branding: a brand equity‐based literature review and research agenda. International Journal of Management Reviews, 20(1), 155-179.
14) How to Strengthen Your Reputation as an Employer. Harvard Business review
Case: to be communicated in class (No preliminary materials are necessary).
On line session Group Project Work – session 4:
Identify People Value Proposition and Employer Branding strategies of the company chosen by each subgroup. Work on the portfolio
Settimana 8
Online session+on-campus session
Organizational Change
Understanding the relationship among organizational change, redesign, an organizational effectiveness; identifying the major forms or types of evolutionary and revolutionary change; investigating the problems inherent in managing change and the obstacles to overcome
Kotter’s height–step model of change
Mandatory Readings:
15) Chapters 1 to 6 in John, Kotter, Rathgeber Holger, and B. Avey James. "Our iceberg is melting: changing and succeeding under any conditions."
16) Hodor, H. O. (2018). Organisational Change and Development. European Journal of Business and Management, Vol. 10, N. 7.
In-class exercise
based on the reading (individual phase) of the first 6 chapters of the book our Iceberg is melting and based on the Kotter’s height–step model of change, students are asked to answer a series of questions divided into subgroups.
Case: Change Management in Coca-Cola company (materials will be made available through the learning platform before class)
Settimana 9
Online session+on-campus session
Organizational Change
resistance to change
Required Readings:
17) Chapters 7 to 12 in John, Kotter, Rathgeber Holger, and B. Avey James. "Our iceberg is melting changing and succeeding under any conditions."
In class exercise
based on the reading (individual phase) of the second part of the book our Iceberg is melting (chapters 7 to 12) and based on the Kotter’s height–step model of change students are asked to answer a series of questions divided into subgroups
On line session Group Project Work – session 5:
Identify The Challenge of Change. What challenges is the organization facing today? What changes, if any, is it already implementing? Work on the portfolio
In-class quiz (2/3)
Settimana 10
Project work presentations
Settimana 11
Project work presentations
Settimana 12
Wrap-Up session
Discussion of a current topic will be covered
Exam preparation