67915 - Corporate Strategy

Learning outcomes

At the end of the course of Strategic Management, the student has the knowledge of concepts, and is familiar with the techniques, related to both marketing and strategy. In particular , the student is able: - to understand how to analyze markets and consumers - to use the appropriate conceptual tools, available to managers, to analyze industries and to operate in the markets; - to apply theories and tools useful to understand how to manage companies across different industries, - to understand and support the strategic decision making.

Course contents

Part on “Strategie di Impresa” (60 hours, taught by Prof. Mariachiara Colucci - responsible for the entire course):

1. The concept of strategy and the basic framework for strategy analysis
2. From the environmental analysis to industry analysis
3. Competitor analysis and segmentation analysis
4. The role of resources and capabilities in strategy formulation
5. Sustaining competitive advantage and types of competitive advantage: Cost and Differentiation
6. The industry life cycle
7. Corporate strategy
8. Vertical integration and the scope of the firm
9. Diversification strategy and the management of the multibusiness corporation
10. Current trends in strategic management

Part on “Marketing Strategico” (30 hours, taught by Prof. Marcello maria Mariani):

1. Marketing in the economy
2. The concept of Marketing and Strategic Marketing
3. Customer, product, and market orientation
4. Customer behavior
5. Needs, wants and purchasing behaviour
6. Customer satisfaction and Loyalty
7. Market segmentation and positioning
8. Segment attractiveness
9. Segment competitiveness
10. The choice of a marketing strategy
11. Strategic marketing plan

Readings/Bibliography

Part on “Strategie di Impresa”:
Robert M. Grant. Contemporary Strategy Analysis 7th Edition - L'analisi strategica per le decisioni aziendali Il Mulino 2011(IV ed. italiana). (excluding the following chapters: 2, 7, 12, 15)

Slides will be deployed during the lectures. They will not be circulated as they just represent a way to facilitate the understanding of the textbook.

Part on “Marketing Strategico”:

“Market-driven management. Marketing strategico e operativo” J.J. Lambin Ed. McGraw-Hill (5 ed./2008). Parts I-III.

Slides will be deployed during the lectures. They will not be circulated as they just represent a way to facilitate the under standing of the textbook.

Business cases will be used as well.

Teaching methods

Part on “Strategie di Impresa”:

• Lectures on the topics included in the syllabus
• Deployment of business cases in order to apply the concepts and tools of the theoretical lectures
• Guest lectures (organized as seminars) on behalf of practictioners, depending on the availability

Part on “Marketing Strategico”:

• Lectures on the topics included in the syllabus and related relevant chapters of the text
• Deployment of business cases in order to apply the concepts and tools of the theoretical lectures
• Guest lectures on behalf of practictioners, depending on the availability

Assessment methods

Written exam (with multiple choice tests).

Office hours

See the website of Mariachiara Colucci