L'insegnamento prevede 1.0 CFU erogati con Didattica Innovativa come segue:
Blended Learning & Flipped Classroom
Corso di Studi
Codice Piano di Studio preventivamente approvato
Ing Ind - Inf (Mag.)(ord. 270) - BV (479) MANAGEMENT ENGINEERING - INGEGNERIA GESTIONALE
096080 - STRATEGY & MARKETING
052795 - STRATEGY & MARKETING
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 real-world examples, will encourage students to examine and get familiar with the abovementioned theories and models as well as their practitional implications.
Risultati di apprendimento attesi
EXPECTED LEARNING OUTCOMES
MsC Learning goals – Management Engineering
Expected learning outcomes
DdD 1: Knowledge and understanding
Understand context, functions, processes and performance
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
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
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, digital disruption.
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.
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
Product Life-Cycle Marketing Strategies
Setting Product Strategy
Product Characteristics and Classifications
Product and Services Differentiation
Developing Pricing Strategies and Programs
Setting the Price
Designing and Managing Integrated Marketing Channels
Marketing Channels and Value Networks
The Role of Marketing Channels
Modalità di valutazione
The assessment will be based on a written exam (30% of total grade), project work (20% of total grade) and an oral exam (50% of total grade) at the end of the course.
The written exam will consist of open-ended questions covering all theoretical concepts of the course content. Written exam grades range from 0 to 30 points and it counts for 30% of the total final grade.
Group project work
Students in groups up to 3 people will perform a project work requiring an original and real-world implementation of Strategy & Marketing tools and concepts. The project work will be submitted to the instructor at the end of the course. Project work grades range from 0 to 30 points and it counts for 20% of total grade.
The oral exam will cover all course content and will explore the ability of students to apply Strategy & Marketing concepts in different case-based contexts. Oral exam grades range from 0 to 30 points and accounts for 50% of total grade. In order to be admitted to the oral exam, the combined weighted grade resulting from written exam and project work should be at least equal to 18.
The grade “30 cum laude” can be assigned to outstanding performance at the oral exams.
Overall Final Grade
The overall final grade presented to the students will result from the weighted average of the Written Exam grade (30%), Project Work grade (20%) and Oral Exam grade (50%)
Type of assessment
· Theoretical questions with open answers on course content
· 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
· Application of the course content to a real business case
R.Grant, Contemporary Strategy, Editore: John Wiley & Sons
P. Kotler,K. Keller, Marketing Management, Editore: Prentice Hall
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Tipo Forma Didattica
Ore di attività svolte in aula
Ore di studio autonome
Laboratorio Di Progetto
Informazioni in lingua inglese a supporto dell'internazionalizzazione
Insegnamento erogato in lingua
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