The course aims to outline the profiles of the current company, resulting from the complex intertwining of internal and external relations with the traditional company boundaries, on which the current entrepreneurial dynamics are based.
Starting from the classical methodological approach to the study of a functional type of enterprise, we will propose a re-reading of it in an evolutionary key, analyzing the main company functions in their decline towards relational logic.
Particular attention will be reserved to the Marketing function, going to outline its evolution and its "landing" towards relational / collaborative marketing.
The construct of the Network will be analyzed, as a conceptual architecture capable of representing the current entrepreneurial tendencies towards the use of sharing / collaboration between the parties.
The operational instrument of the network contract will be analyzed, giving priority to the managerial aspects.
The figure of the Network Manager will be studied, as a subject called to the coordination and governance of the business networks. In particular, we will focus on the main marketing skills that the same must possess to ensure efficient and effective governance of the network.