MIM - Marketing and Innovation Management

News

For students enrolled in the 2024-2025 class

A Google Classroom has been created for the course. Please join the class through the Classroom application. Course code: iidpi4v  

Learning outcomes

KNOWLEDGE AND UNDERSTANDING. The course will allow a comprehension of the fundamental concepts and tools of Marketing and Innovation Management. The students will learn to recognize and to master the best practices and success factors of Marketing and Innovation Management and to apply them in real contexts.

CAPABILITY TO APPLY KNOWLEDGE AND UNDERSTANDING. Through the course students will be able to develop a marketing plan, critically evaluate marketing and technological innovation strategies of firms, classify products based on their environmental impact.

MAKING AUTONOMOUS JUDGEMENTS. After the course, the student will be able to choose, given the main environmental forces, firm and innovation characteristics, the best marketing and technological innovation strategies. In addition, the student will develop the critical analysis capacity of marketing and innovation management.

COMMUNICATION SKILLS. At the end of the course the students will be able to illustrate the concepts of marketing and innovation management using internationally consolidated terminology and models, to organize information and data according to a format and a reporting process comprehensible to professionals.

LEARNING SKILLS. The student will develop the capability to autonomously study and critically understand and evaluate marketing and technological innovation strategies and related tools.

Syllabus

From the textbook "Principles of Marketing":

Chapter 1: Marketing: Creating and Capturing Customer Value

Chapter 2: Company and Marketing Strategy: Partnering to Build Customer Relationships

Appendix 1: Marketing Plan

Chapter 3: Analyzing the Marketing Environment

Chapter 4: Managing Marketing Information to Gain Customer Insights

Chapter 5: Consumer Markets and Consumer Buyer Behavior

Chapter 7: Customer-Driven Marketing Strategy: Creating Value for Target Customers

Chapter 8: Products, Services, and Brands: Building Customer Value (excluded Services Marketing)

Chapter 11: Pricing Strategies: Additional Considerations (excluded Public Policy and Pricing)

Chapter 12: Marketing Channels: Delivering Customer Value (excluded Public Policy and Distribution Decision; Marketing Logistics and Supply Chain Management)

Chapter 14: Communicating Customer Value: Integrated Marketing Communications Strategy (excluded Setting the Total Promotion Budget and Mix; Socially Responsible Marketing Communication)

From the textbook "Strategic Management of Technological Innovation":

Chapter 1: Introduction

Chapter 2: Sources of Innovation

Chapter 3: Types and Patterns of Innovation

Chapter 4: Standards Battles and Design Dominance

Chapter 5: Timing of Entry

Chapter 9: Protecting Innovation

Reading material provided by the lecturer:

Introduction to Innovation Management

New Product Development

Green Product Development

Textbook

Kotler P., Armstrong G. - Principles of Marketing. Pearson Education Limited

Schilling, M.A. - Strategic Management of Technological Innovation. International Edition. McGraw-Hill

Additional material provided by the lecturer

Lectures

To be announced

Although attending the lectures is not mandatory, the attendance is strongly recommended.

Final exam

The exam mode includes an evaluation of the student in three different moments:

1. Written exam - weight: 30/30

The written test contains closed questions about the teaching program delivered in the classroom. The duration of the written test is 30 minutes. The written test allows to evaluate individual knowledge and understanding, capability to apply knowledge and understandings, autonomy of judgment, communication skills and learning skills.

2. Oral examination - weight: [-3,+3]/30

The oral exam includes questions about the didactic program delivered in the classroom and allows a more detailed evaluation of the individual preparation. The duration of the oral exam is about 10 minutes. The oral test allows to evaluate individual knowledge and understanding, autonomy of judgment, communication skills and learning skills.

The maximum mark (30 cum laude) is given with a score equal to 30/30 and an excellent oral examination.