82188 - STRATEGY AND BUSINESS GAMES

Conoscenze e abilità da conseguire

The goal of this course is to implement the main marketing strategies using a business game to simulate a real market scenario. Making decisions and allocating resources among different marketing variables will improve students’ knowledge of both operational and marketing strategies. Students use marketing techniques to analyze data and improve their decisions. By the end of the course students are able to (a) implement effective marketing strategies and (b) evaluate the level of effectiveness of their decisions.

Contenuti

Lesson 1 – The strategic position (part 1)

Introducing strategy

Macro-environment analysis

Industry and sector analysis

Lesson 2 – The strategic position (part 2)

Resources and capabilities

Stakeholders and governance

History and culture

Lesson 3 – Strategic choices (part 1)

Business strategy and models

Corporate strategy and diversification

Simulation: The prisoner’s dilemma

Lesson 4 – Strategic choices (part 2)

International strategy

Entrepreneurship and innovation

Mergers, acquisitions and alliances

Lesson 5 – Strategy in action (part 1)

Evaluating strategies

Strategy development processes

Organising and strategy

Lesson 6 – Strategy in action (part 2)

Leadership and strategic change

The practice of strategy

Simulation: The food truck challenge (HBPE)

Lesson 7 – Game Theory (part 1)

Strategic Form Games

Lesson 8 – Case study / Guest Speaking

Manchester United FC: competing with Europe’s elite clubs

How a Senior Director Thinks and Acts Strategically (video)

Lesson 9 – Game Theory (part 2)

Extensive Form Games

Lesson 10 – Group Presentations / Simulation

Group presentations

Simulation: Welcome To the Jungle

 

Timetable

Lesson 1 – 11/03/2020 (11:00-17:00)

Lesson 2 – 18/03/2020 (11:00-17:00)

Lesson 3 – 25/03/2020 (11:00-17:00)

Lesson 4 – 22/04/2020 (09:00-15:00)

Lesson 5 – 29/04/2020 (09:00-15:00)

Lesson 6 – 06/05/2020 (09:00-15:00)

Lesson 7 – 13/05/2020 (09:00-15:00)

Lesson 8 – 20/05/2020 (09:00-15:00)

Lesson 9 – 27/05/2020 (09:00-15:00)

Lesson 10 – 29/05/2020 (09:00-15:00)

 

Testi/Bibliografia

Strategy:

Johnson, G., Whittington, R., Scholes, K., Angwin, D. and Regnér, P. (2017) Exploring strategy. 11^th ed., Harlow: Pearson.

Business Games:

Dutta, P. K. (1999) Strategies and games: theory and practice. Cambridge: The Mit Press.

Metodi didattici

Lectures. Presentations. Small-group activities. Assignments. Coaching and mentoring. Case studies. Online discussion boards. Project work. Game-based activities. Q&A sessions.

Modalità di verifica e valutazione dell'apprendimento

Attendance and active participation. Oral and written assignments and exercises. Written and oral exam.

Strumenti a supporto della didattica

Online and offline resources.

Orario di ricevimento

Consulta il sito web di Fabio Rizzi