SchedaRiassuntiva

Anno
Accademico

2014/2015

Scuola

ScuoladiIngegneriaIndustrialeedell'Informazione

Insegnamento

096080STRATEGY&MARKETING

Docente

NociGiuliano

Cfu

10.00

CorsodiStudi

CodicePianodi
Studio
preventivamente
approvato

Da
(compreso)

A
(escluso)

Insegnamento

Ing.IndInf
(Mag.)(ord.
270)BV
(479)
MANAGEMENT
ENGINEERING

INGEGNERIA
GESTIONALE

096080
STRATEGY&
MARKETING

Ing.IndInf
(Mag.)(ord.
270)CO
(480)
MANAGEMENT
ENGINEERING

INGEGNERIA
GESTIONALE

096080
STRATEGY&
MARKETING

Tipo
insegnamento

Monodisciplinare

Programmadettagliatoerisultatidiapprendimentoprevisti

PolitecnicodiMilano
2014/2015

Strategy&Marketing

Prof.VittorioChiesa
Prof.GiulianoNoci
Prof.AndreaRangone

Courseobjectives
TheStrategy&Marketingcourseismadeofthreemajorinterplaying
pillars:
1.Strategy
2.Marketing
3.StrategicEntrepreneurship.

Followingsuchpillars,thecoursehasthefollowingobjectives:
1.topresentthemajorconcepts,theories,methodologiesand
toolstosupportthestrategicdecisionmakingprocess
2.topresentthemajorconcepts,theories,methodologiesandtoolstosupportthe
marketingdecisionmakingprocess
3.toencouragestudentstodiscussandgetfamiliarwiththeabovementioned
theoriesandmodels,throughthediscussionofbusinesscases

4.tointroducetheenablingstrategicmethodologiesandtoolstolaunchanew
business,eitherwithinanexistingcompanyorthroughastartupcompany.

Coursecontent

Strategy
Concepts,theoriesandmodelssupportingthestrategicdecisionmaking
process.
Themaintopicsare:strategy,strategicdecisionandstrategicanalysisbusiness
unitstrategy,valuechain,competitiveadvantage,competitiveforces,SWOT
analysiscorporateportfoliostrategy,portfoliomatricesstrategicinnovation
andcreativity(e.g.resourcebasedviewandblueoceanstrategy),business
modeldesign.Thelectureswillbesupplementedbytheactiveclassdiscussion
ofcases(tobereadbeforeclass).

Marketing
Concepts,theoriesandmodelssupportingthemarketingdecisionmaking
process.
Themaintopicsare:demandanalysis,segmentationandtargeting,value
propositionandpositioning,marketingmix(Product,Price,Promotionand
Place).Thelectureswillbesupplementedbytheactiveclassdiscussionofcases
(tobereadbeforeclass).

StrategicEntrepreneurship
Models,methodologiesandtoolsenablingthelaunchofanewbusinessandto
competeinhightechcontexts.Themaintopicsare:thebusinessmodeldesign
throughthebusinessmodelcanvas,theleanstartupapproach,thestartup
financing,resourcegatheringandallocation.Thetheoreticallectureswillbe
supplementedbyrealworldexamples.

1.
Bibliografia

MixFormeDidattiche
TipoFormaDidattica

Oredidattiche

lezione

60.0

esercitazione

40.0

laboratorioinformatico

0.0

laboratoriosperimentale

0.0

progetto

0.0

laboratoriodiprogetto

0.0

Informazioniinlinguaingleseasupportodell'internazionalizzazione
Insegnamentoerogatoinlingua

Inglese

NoteSullaModalitdivalutazione
1.Courseevaluation
2.Thecoursefinalevaluationismadeupofthreemajorcomponents:
3.writtenexam
4.oralexam
5.classparticipationincasediscussion.
Courseevaluation
Thecoursefinalevaluationismadeupofthreemajorcomponents:
1.writtenexam
2.oralexam
3.classparticipationincasediscussion.
1.Courseevaluation
2.Thecoursefinalevaluationismadeupofthreemajorcomponents:
3.writtenexam

4.oralexam
5.classparticipationincasediscussion.