Scheda insegnamento


L'insegnamento contribuisce al perseguimento degli Obiettivi di Sviluppo Sostenibile dell'Agenda 2030 dell'ONU.

Lavoro dignitoso e crescita economica

Anno Accademico 2018/2019

Conoscenze e abilità da conseguire

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.


The Strategy crash courses are aimed at providing you with some basic knowledge of the dominant theories on strategy and marketing. You are expected to become familiar with the main concepts of strategy and marketing, to recognize them in real life situations and to be able to start a critical reflection on them.

The Strategy crash courses are preparatory to the “General Management and the Arts” courses. In particular, having attended and passed both of the Strategy crash courses is the indispensable requirement to attend the Services Marketing course.


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.

Metodi didattici

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.

Modalità di verifica dell'apprendimento

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.

Strumenti a supporto della didattica

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

Orario di ricevimento

Consulta il sito web di Luca Pareschi

Consulta il sito web di Marco Visentin