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Risorsa bibliografica obbligatoria |
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Risorsa bibliografica facoltativa |
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Anno Accademico
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2016/2017
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Scuola
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Scuola di Ingegneria Industriale e dell'Informazione |
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Insegnamento
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096080 - STRATEGY & MARKETING
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| Docente |
Ghezzi Antonio
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| Cfu |
10.00
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Tipo insegnamento
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Monodisciplinare
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| 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 | * | IONI | PO | 096080 - STRATEGY & MARKETING | | Ing Ind - Inf (Mag.)(ord. 270) - CO (482) COMPUTER SCIENCE AND ENGINEERING - INGEGNERIA INFORMATICA | * | IONI | PO | 096080 - STRATEGY & MARKETING |
| Programma dettagliato e risultati di apprendimento attesi |
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Politecnico di Milano
2015/2016
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:
- Strategy;
- Marketing;
- Strategic Entrepreneurship.
Following such pillars, the course has the following objectives:
- to present the major concepts, theories, methodologies and tools to support the strategic decision making process;
- to present the major concepts, theories, methodologies and tools to support the marketing decision making process;
- to encourage students to discuss and get familiar with the abovementioned theories and models, through the discussion of business cases;
- 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.
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| Note Sulla Modalità di valutazione |
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Course evaluation
The course final evaluation is made up of three major components:
- written exam:
- oral exam;
- class participation in case discussion.
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R.Grant, Contemporary Strategy, Editore: John Wiley & Sons
P. Kotler,K. Keller, Marketing Management, Editore: Prentice Hall
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Tipo Forma Didattica
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Ore didattiche |
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lezione
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60.0
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esercitazione
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40.0
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laboratorio informatico
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0.0
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laboratorio sperimentale
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0.0
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progetto
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0.0
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laboratorio di progetto
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0.0
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| Informazioni in lingua inglese a supporto dell'internazionalizzazione |
Insegnamento erogato in lingua
Inglese
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Disponibilità di materiale didattico/slides in lingua inglese
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Disponibilità di libri di testo/bibliografia in lingua inglese
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Possibilità di sostenere l'esame in lingua inglese
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Disponibilità di supporto didattico in lingua inglese
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