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Risorsa bibliografica obbligatoria
Risorsa bibliografica facoltativa
Scheda Riassuntiva
Anno Accademico 2019/2020
Scuola Scuola di Ingegneria Industriale e dell'Informazione
Insegnamento 052795 - STRATEGY & MARKETING
Docente Chiaroni Davide
Cfu 10.00 Tipo insegnamento Monodisciplinare
Didattica innovativa 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 Da (compreso) A (escluso) Insegnamento
Ing Ind - Inf (Mag.)(ord. 270) - BV (479) MANAGEMENT ENGINEERING - INGEGNERIA GESTIONALE*QZZZZ052795 - STRATEGY & MARKETING
096080 - STRATEGY & MARKETING
Ing Ind - Inf (Mag.)(ord. 270) - MI (481) COMPUTER SCIENCE AND ENGINEERING - INGEGNERIA INFORMATICA*AZZZZ052795 - STRATEGY & MARKETING

Obiettivi dell'insegnamento

GOALS

 

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

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

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.

 


Prerequisiti

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

 


Modalità di valutazione

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%)

 

 

Type of assessment

Descriptor

 

Written test

·         Theoretical questions with open answers on course content

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

 

  


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

Forme didattiche
Tipo Forma Didattica Ore di attività svolte in aula
(hh:mm)
Ore di studio autonome
(hh:mm)
Lezione
55:00
82:30
Esercitazione
35:00
52:30
Laboratorio Informatico
0:00
0:00
Laboratorio Sperimentale
0:00
0:00
Laboratorio Di Progetto
2:00
23:00
Totale 92:00 158:00

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
schedaincarico v. 1.6.1 / 1.6.1
Area Servizi ICT
18/02/2020