MARKETING AND INNOVATION MANAGEMENT
Learning outcomes of the course unit
Knowledge and understanding: Through the frontal lessons learned during the course, the student will acquire the methods and knowledge necessary to describe the business systems, to understand the design and implementation criteria. The student will learn the structure and the principle of functioning of modern companies, in terms of: strategic and operational marketing, innovation management.
Ability to apply knowledge and understanding:
Through practical classroom exercises on some of the topics in the program, students learn how to apply knowledge acquired in a business context, as well as in multidisciplinary or non-familiar areas. In particular, the student will have to apply the knowledge gained in managing a modern enterprise, evaluating its performance goals.
The student should be able to understand and evaluate critically the issues related to marketing analysis in the company, as well as evaluations on the introduction and management of technological innovations; Using acquired knowledge will need to analyze performance and adequacy, assess the impact of strategic, planning, and operational decisions on company performance.
Through the front lessons and the comparison with the teacher, the student acquires the specific lexicon inherent in marketing and innovation management. It is expected that at the end of the course the student will be able to deliver the main contents of the course, such as ideas, business issues and related solutions, in oral and written form. The student must communicate his / her knowledge through appropriate means, so numerical problems are solved using common tools in the industry, such as tables, calculation schemes, flowcharts, numerical spreadsheets.
The student who has attended the course will be able to deepen his / her knowledge in marketing and innovation management through the autonomous consultation of specialized texts, scientific or dissemination journals, even outside lecture topics, To effectively tackle job placement or to undertake further training paths.
There are no mandatory propedeuticities.
Course contents summary
The course aims to:
- translate the concepts of strategic and operational marketing problems and decisions
- provide a unified view of the structure and operation of complex marketing projects
-Develop the ability to observe business phenomena with a critical spirit
- to undertake the strategic process of managing innovation
- to understand and evaluate the competitive dynamics of the market
-improving the implementation of innovative business strategy
PART 1: MARKETING
• The role of marketing in the business
• Understanding the customer's behavior
• Customer's buying behavior
• Measuring Customer Response
• The implementation of strategic marketing
• Attractiveness analysis of the market
• Business competitiveness analysis
• Positioning strategies
• The implementation of operational marketing
• Decisions to launch new products
• Distribution Decisions
• Price decisions
PART 2: MANAGEMENT OF INNOVATION
The dynamics of technological innovation
• The sources of innovation
• Innovation forms and models
• Standard conflicts and dominant design
• Time to market
Formulation of a Technology Innovation Strategy
• Define the organization's strategic orientation
• Collaborate for the development of innovation
• Protect innovation processes
• The Technology Innovation Strategy
• Organize innovative processes
• Manage new product development processes
The notes of the lectures and exercises, and all the supporting material (drawings, plant schemes, Excel spreadsheets, media) are available to students and shared in the platform “Elly”..
In addition to the shared material, the student can personally study some of the topics discussed during the course in the following books:
–"Market-driven Management“, JJ Lambin, ed. Mc Graw Hill Le slide proiettate durante
–“Gestione dell’innovazione”, M. Schilling, ed. Mc Graw Hill
The course counts 9 CFUs (one CFU, University Credits equals one ECTS credit and represents the workload of a student during educational activities aimed at passing the exams), which corresponds to 63 hours of lectures. The didactic activities are composed of frontal lessons alternating with exercises. During the frontal lessons, the course topics are proposed from the theoretical and practical point of view.
During classroom exercises students are allowed to bring their own computers and tablets, and they will apply theoretical knowledge to an exercise, a real case study, or a project.
If conditions are favorable, seminars are held by managers of companies who report concrete experiences in real case studies.
The slides and notes used to support the lessons will be uploaded to the Elly Platform. To download the slides from Elly is required to enroll in the online course.
Notes, slides, spreadsheets, tables, and all shared material are part of the didactic material. For non-attending students, it is important to stay up-to-date on the course through the Elly platform, the only communication tool used for direct teacher / student contact.
On this platform, day by day, the topics discussed in the lesson are pointed out and registered, providing the students with an index of the contents for the final exam.
Assessment methods and criteria
Verification of learning involves a written test based on multiple response questions and open response with the duration of 1.5 hours. The test usually consists of 10 questions, of which 10 with a multiple response with a weight of 0.5 points each, and 10 in open response with a weight of 2.5 points each; The test is exceeded if it reaches a score of at least 18 points. Praise is given in the case of achieving the highest score on each item to which the disciplinary vocabulary is added.