• The course familiarizes students with the fundamental theories, models and principles of entrepreneurship and innovation through a practical approach. Students will explore key theoretical frameworks such as Schumpeterian innovation and creative destruction, effectuation theory, the resource-based view, and the lean startup methodology, alongside practical models like the Business Model Canvas and the Javelin Board.

• The course discusses psycho-cognitive antecedents of entrepreneurial intention by running a simple experiment with students to identify the drivers of entrepreneurial activities and mindset. The objective is to explore the personal side of entrepreneurship—what drives entrepreneurs and how entrepreneurial intentions are formed. Psychological traits of entrepreneurs (risk tolerance, resilience) and entrepreneurial mindset and learning orientation, theory of planned behavior and entrepreneurial intention models can be addressed through the experiment, self-assessment tools (e.g., entrepreneurial profile tests) and related discussions.

• Through the lectures, various case studies of real startups—including their strategic pivots, successes, and failures—will be examined. The case studies will allow students to explore real-world entrepreneurial decisions and strategies by analyzing examples from startups in Italy and internationally. Topics such as pivoting, funding, and market entry will be investigated. The objective is to guide students through a learning process that fosters professional growth and practical competence. Additionally, some sessions can feature guest speakers who have experience as start-uppers.

• Part of the module will be dedicated to support students in preparing their pitch presentation, a group task mainly carried out in the business plan module and contributing to the overall course evaluation. Students’ support will be focused on the specific topics of entrepreneurship.

• An important tool that helps people willing to start a new business is the business plan (BP). A BP is a document carefully explaining every aspect of a new business venture. Although some entrepreneurs simply “wing it” and start a business without the benefits of formal planning, experts recommend preparing a BP. For most new ventures, the BP is a dual-purpose document used both inside and outside the firm. Inside the firm, the plan helps the company to develop a “road map” to follow in executing its strategies and plans. Outside the firm, the BP introduces potential investors and other stakeholders to the business opportunity pursued by the firm.

• A properly conducted feasibility analysis lays the foundation for a well-reasoned and well-researched BP. The most compelling facts included in a BP are the results of a feasibility analysis of the business, including feedback from industry experts and prospective customers.

• A target market is the limited portion of a sector market that a firm goes after or tries to appeal to at a certain point in time. Most firms do not try to serve their whole markets. Instead, they focus on serving a specific market segment. Separating the analysis of a firm’s industry from its target market is important, because understanding the industry helps the entrepreneur to gain a better idea of the target market.