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Risorse bibliografiche
Risorsa bibliografica obbligatoria
Risorsa bibliografica facoltativa
Scheda Riassuntiva
Anno Accademico 2017/2018
Scuola Scuola di Ingegneria Industriale e dell'Informazione
Insegnamento 096080 - STRATEGY & MARKETING
Docente Ghezzi Antonio
Cfu 10.00 Tipo insegnamento Monodisciplinare

Corso di Studi Codice Piano di Studio preventivamente approvato Da (compreso) A (escluso) Insegnamento
Ing Ind - Inf (Mag.)(ord. 270) - BV (479) MANAGEMENT ENGINEERING - INGEGNERIA GESTIONALE*KLPI096080 - STRATEGY & MARKETING
Ing Ind - Inf (Mag.)(ord. 270) - CO (482) COMPUTER SCIENCE AND ENGINEERING - INGEGNERIA INFORMATICA*KLPI096080 - STRATEGY & MARKETING
Ing Ind - Inf (Mag.)(ord. 270) - MI (481) COMPUTER SCIENCE AND ENGINEERING - INGEGNERIA INFORMATICA*KLPI096080 - STRATEGY & MARKETING

Programma dettagliato e risultati di apprendimento attesi

 

 

Politecnico di Milano

 

 

 

Strategy & Marketing

 

 

 

Prof. Davide Chiaroni

 

Prof. Vittorio Chiesa

 

Prof. Antonio Ghezzi

 

Prof. Giuliano Noci

 

 

 

 

 

Course objectives

 

The “Strategy & Marketing” course is made of three major interplaying pillars:

 

  1. Strategy;
  2. Marketing;
  3. Strategic Entrepreneurship.

 

 

 

Following such pillars, the course has the following objectives:

 

  1. to present the major concepts, theories, methodologies and tools to support the strategic  decision making process;
  2. to present the major concepts, theories, methodologies and tools to support the marketing decision making process;
  3. to encourage students to discuss and get familiar with the abovementioned theories and models, through the discussion of business cases;
  4. to introduce the enabling strategic methodologies and tools to launch a new business, either within an existing company or through a start-up company.

 

 

 

Course content

 

 

 

Strategy

 

Concepts, theories and models supporting the strategic decision making process. The main topics are: strategy, strategic decision and strategic analysis; business unit strategy, value chain, competitive advantage, competitive forces, SWOT analysis;  corporate portfolio strategy, portfolio matrices;  strategic innovation and creativity (e.g. resource-based view and blue ocean strategy), business model design.

 

 

 

Marketing

 

Concepts, theories and models supporting the marketing decision making process. The main topics are: customer behaviour, segmentation and targeting, value proposition and positioning, branding, marketing mix & customer experience.

 

 

 

Strategic Entrepreneurship

 

Models, methodologies and tools enabling the launch of a new business. The main topics are: business planning, the lean start-up approach, the start-up financing, resource gathering and allocation.

 

 

 

The lectures will be supplemented by the active class discussion of cases (to be read before class) and by real-world examples.

 

  

 

 

 


Note Sulla Modalità di valutazione

Course evaluation

 

The course final evaluation is made up of three major components:

 

  1. written exam:
  2. oral exam;
  3. class participation in case discussion.

  


Bibliografia
Risorsa bibliografica obbligatoriaR.Grant, Contemporary Strategy, Editore: John Wiley & Sons
Risorsa bibliografica obbligatoriaP. Kotler,K. Keller, Marketing Management, Editore: Prentice Hall

Software utilizzato
Nessun software richiesto

Mix Forme Didattiche
Tipo Forma Didattica Ore didattiche
lezione
60.0
esercitazione
40.0
laboratorio informatico
0.0
laboratorio sperimentale
0.0
progetto
0.0
laboratorio di progetto
0.0

Informazioni in lingua inglese a supporto dell'internazionalizzazione
Insegnamento erogato in lingua Inglese
schedaincarico v. 1.6.9 / 1.6.9
Area Servizi ICT
29/01/2022