Strategy and Marketing

espandiStrategy and Marketing

Codice identificativo insegnamento: 052795
Programma sintetico:

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.

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