Risorse bibliografiche
Risorsa bibliografica obbligatoria
Risorsa bibliografica facoltativa
Scheda Riassuntiva
Anno Accademico 2018/2019
Scuola Scuola di Ingegneria Industriale e dell'Informazione
Insegnamento 052795 - STRATEGY & MARKETING
Cfu 10.00 Tipo insegnamento Monodisciplinare
Didattica innovativa L'insegnamento prevede  1.0  CFU erogati con Didattica Innovativa come segue:
  • Blended Learning & Flipped Classroom
Docenti: Titolare (Co-titolari) Ghezzi Antonio, Chiaroni Davide, Chiesa Vittorio, Noci Giuliano

Corso di Studi Codice Piano di Studio preventivamente approvato Da (compreso) A (escluso) Insegnamento

Obiettivi dell'insegnamento



The goals of this course are to enable students to understand and interpret the current competitive and marketing environment and their evolution; and to evaluate their impact on business performance. This course will allow students to understand a Company’s value generation mechanisms and its strategic and marketing processes in the light of the ongoing digital transformation, and how to translate these processes into managerial activities.


The course will present the major concepts, theories, methodologies and tools to support the strategic and marketing decision making process. It will also introduce the strategic methodologies and tools to launch a new business, either within an existing company or through a startup company. The discussion of business cases and examples, together with the presence of keynote speeches from Executives and Manageres, will encourage students to examine and get familiar with the abovementioned theories and models as well as their practitional implications.

Risultati di apprendimento attesi


Dublin Descriptors

MsC Learning goals – Management Engineering

Expected learning outcomes

DdD 1: Knowledge and understanding

Understand context, functions, processes and performance

Students will:

  • Understand and interpret the current competitive environment and its evolution
  • Understand a Company’s strategic and marketing processes and the related operational activities
  • Know the main steps and processes employed when launching a new business

DdD 2: Applying knowledge and understanding


Identify trends, technologies and key methodologies in a specific domain

Students will:

  • Identify and apply the appropriate tools to analyze the competitive environment and the Company strategy
  • Discern and select the appropriate strategic approaches and marketing practices for different company typologies
  • Identify the appropriate strategic methodologies and tools to launch a new business



Argomenti trattati




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 and innovation.



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 startup approaches, the startup financing, resource gathering and allocation.



The lectures will be supplemented by the active class discussion of business cases and by real-world examples.





MOOC: Students who did not obtain a Bachelor Degree in Management Engineering at Politecnico di Milano are strongly recommended to acquire the basic notions of strategy that will be delivered through the MOOC “Strategy” before the beginning of the course. This recommendation specifically refers to the following video lectures contained in the MOOC:

  • 0_1_01         Strategy: introduction to the course
  • 1_1_00         Learning outcomes
  • 1_1_01         Strategy and its origins
  • 1_1_02         Strategic decisions and Tactical decisions
  • 1_1_03         Strategy: an operational definition
  • 1_2_01         Strategy, performance and competitive advantage
  • 1_2_02         Strategy and value creation
  • 1_2_03         The three levels of Strategy
  • 1_3_01         Business Strategy: vision and mission
  • 1_3_02         Business Strategy: objectives, boundary & strategy analysis
  • 1_3_03         Business Strategy: strategic alternatives
  • 2_1_01         Industry attractiveness & Five Competitive Forces Model
  • 3_1_01         Competitive advantage and competitive differentials
  • 3_1_02         The Value chain model
  • 3_1_03         Value chain model's application principles


Specific content in strategy:

TEXTBOOK: Robert M. Grant. “Contemporary Strategy Analysis”. John Wiley & Sons Inc; 2nd edition.



The concept of strategy (pp. 13-45)


Objectives, values and results (pp. 49-71)


External Strategy Analysis (pp. 73-112)


Internal Strategy Analysis (pp. 217-241; pp. 243-269; pp. 271-296)


Specific content in marketing:

TEXTBOOK : Kotler P. & Keller K., (2011). Marketing Management, 14/E, Prentice Hall



Defining Marketing for the 21st Century

The Importance of Marketing

The Scope of Marketing

Core Marketing Concepts



Developing Marketing Strategies and Plans

Marketing and Customer Value

Corporate and Division Strategic Planning

Business Unit Strategic Planning



Collecting Information and Forecasting Demand

Forecasting and Demand Measurement



Competitive Dynamics

Product Life-Cycle Marketing Strategies



Setting Product Strategy

Product Characteristics and Classifications

Product and Services Differentiation



Developing Pricing Strategies and Programs

Understanding Pricing

Setting the Price



Designing and Managing Integrated Marketing Channels

Marketing Channels and Value Networks

The Role of Marketing Channels

Channel-Design Decisions

Channel-Management Decisions


Modalità di valutazione



The assessment will be based on a written exam and an oral exam at the end of the course, plus a voluntary team project.


Written exam


The written exam will consist of open-ended questions covering all course content. Questions could refer to both theoretical concepts and short business cases (other than those discussed in class). Written exam grades range from 0 to 30 points. 18 is considered as the minimum threshold to pass the written exam. Students with a grade lower than 18 shall retake the written exam in any future call and are not allowed to take the oral exam.


Oral exam


The oral exam will cover all course content. It will be scheduled after the written exam the student has passed. Oral exam grades range from 0 to 30 points.


The grade “30 cum laude” can be assigned to outstanding performance only after both the written and the oral exams are completed.


Voluntary group project work


Students may participate in a voluntary group project work that will be submitted to the instructor at the end of the course. The group project work evaluation ranges from 0 to 2 points and will be summed to the final score obtained by each student.


Overall Final Grade


The overall final grade presented to the students will result from the weighted average of the Written Exam grade (2/3) and the Oral Exam grade (1/3), plus any point obtained from the voluntary group project (0 -2 points)



Type of assessment



Written test

·         Theoretical questions with open answers on course content

·         Application of theoretical concept, tools and models to short business cases

Oral test

·         Theoretical questions on course content

·         Questions to investigate the student ability to make connections among the different topics discussed along the course

·         Questions to investigate the student ability to apply the concepts discusses to real business cases and contexts

Group project

·         Application of the course content to a real business case



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

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Forme didattiche
Tipo Forma Didattica Ore di attività svolte in aula
Ore di studio autonome
Laboratorio Informatico
Laboratorio Sperimentale
Laboratorio Di Progetto
Totale 100:00 150:00

Informazioni in lingua inglese a supporto dell'internazionalizzazione
Insegnamento erogato in lingua Inglese
Disponibilità di materiale didattico/slides in lingua inglese
Disponibilità di libri di testo/bibliografia in lingua inglese
Possibilità di sostenere l'esame in lingua inglese
Disponibilità di supporto didattico in lingua inglese
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