73901 - Crash Course in Stategy

Course Unit Page


This teaching activity contributes to the achievement of the Sustainable Development Goals of the UN 2030 Agenda.

Decent work and economic growth

Academic Year 2018/2019

Learning outcomes

The course is expected to provide students with the basic principles of strategy and management, enabling them to improve their comprehension through readings, case studies analysis, class exercises, and discussions.

Course contents

Course outline:

Strategy – module 1

We will discuss what strategy is and how and why to conduct strategic analysis.

#1: Introduction to Strategy

  • Ghemawat, Chapter 1
  • Grant, Chapter 1

#2: Industry and competition analysis

  • Grant, Chapter 3
  • Grant, Chapter 4 (only pages 90-93)

#3: Analysis of the firm

  • Grant, Chapter 2, 5, 6

#4: Analysis of competitive advantage

  • Grant, Chapter 7,8
Strategy – module 2

#1: Introduction to Marketing and Consumer behaviour

  • Kotler Chapters 1, 5

#2: Products, Promotion

  • Kotler Chapter 11, 15

#3: Pricing, Place

  • Kotler Chapter 14,18

#4: Strategy and marketing applied: new trends in cultural industries

  • Nesta report "Future of publishing"


  • Ghemawat, Pankaj. Strategy and the Business Landscape. Prentice Hall, 2001.
  • Grant, Robert. Contemporary Strategy Analysis, 9th edition. John Wiley & Sons Ltd, 2016.
  • Kotler; Armstrong. Principles of Marketing 12th Edition. Prentice Hall 2008.

Additional readings (case studies) for class discussion will be distributed in class. Further documents will be uploaded on moodle.

Teaching methods

you must attend 70% of the lessons (6 lessons out of 8). Those who do not meet this requirement must repeat the course next year. Classes will be interactive! Expect to participate in class discussions, to be ready to comment on assigned readings and to actively participate in occasional group work in class.

Assessment methods

You will be evaluated both on classroom participation and on a final exam. At the end of the crash course you will get a pass/fail note.


Teaching tools

You can subscribe to moodle page to find slides, case studies, other stuff

Office hours

See the website of Luca Pareschi

See the website of Marco Visentin