Business models – Value proposition canvas (Italian)

Instructor Andrea Bolner
Duration 6 hours
Period First semester
Details Course held in Italian

Course objectives

The didactic module deals with the topic of business models. The business model describes in particular the logic according to which an organization creates, distributes and collects value. It is often asked how startups can become dangerous for large multinational companies, how they manage to attack markets that until a decade ago seemed untouchable. It is not because of better products, or at least not only because of this: today those who succeed in winning the market are those who have been able to rethink and innovate the logic with which they create and offer value to their customers. In a nutshell, whoever managed to innovate his company’s Business Model wins on the market.

Innovating your business model means understanding and rethinking the company at the highest level, observing all the company processes as a whole and in their synergies. A structural vision, which opens the eyes on bottlenecks, on unexploited opportunities and on dead branches to be cut.

In this module we will address the value proposition is what makes your company meet with the right customer segments. The Value Proposition Canvas – VPC is the tool that helps you to focus on your value proposition in relation to your clients, in order to correctly identify their real needs and to relate them to the value that your company can offer them.

The module aims to explain through the analysis of business cases, group work, the business strategy tools, the correct methodologies that must be followed to embark on a business idea and to optimize the company organization.

Content summary

  • Market analysis
  • The target customer
  • Business models
  • Value Proposition Canvas
  • SWOT analysis
  • Continuous improvement

Teaching methods

  • Lectures
  • Practical exercises
  • Teamwork


  • Alexander Osterwalder, Business Model Generation, 2010, John Wiley & Sons
  • Alexander Osterwalder, Value Proposition Canvas, 2014, John Wiley & Sons
  • Alexander Osterwalder, Business Model Generation, 2010, John Wiley & Sons
  • Eric Ries, The Lean startup, 2011, Crown Publishing Group