• Blended Learning & Flipped Classroom

EXPECTED LEARNING OUTCOMES

TOPICS

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 and innovation, digital disruption.

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 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.

PREREQUISITES

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.

CHAPTER 1

The concept of strategy (pp. 13-45)

CHAPTER 2

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

CHAPTER 3

External Strategy Analysis (pp. 73-112)

CHAPTERS 7-8-9

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

CHAPTER 1


Defining Marketing for the 21st Century

The Importance of Marketing

The Scope of Marketing

Core Marketing Concepts

CHAPTER 2

Developing Marketing Strategies and Plans

Marketing and Customer Value

Corporate and Division Strategic Planning

Business Unit Strategic Planning

CHAPTER 3


Collecting Information and Forecasting Demand

Forecasting and Demand Measurement

CHAPTER 11


Competitive Dynamics


Product Life-Cycle Marketing Strategies

CHAPTER 12


Setting Product Strategy


Product Characteristics and Classifications

Product and Services Differentiation

CHAPTER 14


Developing Pricing Strategies and Programs

Understanding Pricing

Setting the Price

CHAPTER 15


Designing and Managing Integrated Marketing Channels

Marketing Channels and Value Networks

The Role of Marketing Channels

Channel-Design Decisions

Channel-Management Decisions

ASSESSMENT

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.

Written exam

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.

Oral exam

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%)