logo-polimi
Loading...
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 Chiaroni Davide
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*PIZZZZ096080 - STRATEGY & MARKETING
Ing Ind - Inf (Mag.)(ord. 270) - CO (482) COMPUTER SCIENCE AND ENGINEERING - INGEGNERIA INFORMATICA*PIZZZZ096080 - STRATEGY & MARKETING
Ing Ind - Inf (Mag.)(ord. 270) - MI (481) COMPUTER SCIENCE AND ENGINEERING - INGEGNERIA INFORMATICA*PIZZZZ096080 - 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

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. 1.6.5 / 1.6.5
Area Servizi ICT
24/10/2020