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Scheda Riassuntiva

AnnoAccademico

  2014/2015

Scuola Scuola di Ingegneria Industriale e dell'Informazione

Insegnamento 096080 - STRATEGY & MARKETING

Docente   Noci Giuliano

Cfu 10.00  Tipo

insegnamento   Monodisciplinare

Corso di Studi

Codice Piano diStudio

preventivamenteapprovato

Da(compreso)

A(escluso)

  Insegnamento

Ing. Ind - Inf (Mag.)(ord.270) - BV(479)MANAGEMENT

ENGINEERING-INGEGNERIAGESTIONALE

* E P096080 -STRATEGY & 

MARKETING

Ing. Ind - Inf (Mag.)(ord.270) - CO(480)MANAGEMENTENGINEERING-INGEGNERIAGESTIONALE

* E P096080 -STRATEGY & MARKETING

Programma dettagliato e risultati di apprendimento previsti

 

Politecnico di Milano2014/2015 Strategy & Marketing Prof. Vittorio ChiesaProf. Giuliano Noci Prof. Andrea Rangone 

Course objectivesThe “Strategy & Marketing” course is made of three major interplayingpillars:

1. Strategy;2. Marketing;3. Strategic Entrepreneurship.

 Following such pillars, the course has the following objectives:

1. to present the major concepts, theories, methodologies andtools to support the strategic decision making process;

2. to present the major concepts, theories, methodologies and tools to support themarketing decision making process;

3. to encourage students to discuss and get familiar with the abovementionedtheories and models, through the discussion of business cases;

https://aunicalogin.polimi.it/aunicalogin/getservizio.xml?id_servizio=167&evn_didattica=evento&k_doc=116765

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4. to introduce the enabling strategic methodologies and tools to launch a new business, either within an existing company or throu gh a start-up company. 

Course content

 

StrategyConcepts, theories and models supporting the strategic decision making

 process.The main topics are: strategy, strategic decision and strategic analysis; businessunit strategy, value chain, competitive advantage, competitive forces, SWOTanalysis; corporate portfolio strategy, portfolio matrices; strategic innovationand creativity (e.g. resource-based view and blue ocean strategy), business

model design. The lectures will be supplemented by the active class discussionof cases (to be read before class). 

 Marketing Concepts, theories and models supporting the marketing decision making

 process.The main topics are: demand analysis, segmentation and targeting, value

 proposition and positioning , marketing mix (Product, Price, Pro motion andPlace). The lectures will be supplemented by the active class discussion of cases(to be read before class). Strategic EntrepreneurshipModels, methodologies and tools enabling the launch of a new business and tocompete in high tech contexts. The main topics are: the business model designthrough the business model canvas, the lean start-up approach, the start-upfinancing, resource gathering and allocation. The theoretical lectures will be

supplemented by real-world examples. 

1.

Bibliografia

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

Note Sulla Modalità di valutazione

1. Course evaluation2. The course final evaluation is made up of three major components:3. written exam;4. oral exam;5. class participation in case discussion.

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.

1. Course evaluation2. The course final evaluation is made up of three major components:3. written exam;

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4. oral exam;5. class participation in case discussion.