Marketing Creativity and Innovation
The ideation and development of new products represent one of the key assets that firms can exploit to maintain and expand their market position in today’s dynamic markets. This course develops your understanding of how firms use innovation to position themselves strategically, from the perspective of a Chief Innovation Officer and a Chief Marketing Officer. The course is organized around three sections. It first provides a practical introduction to the process of formulating an innovation strategy. Second, it focuses on the theme of organizational creativity. Third, it covers the major phases and tools related to new product development.
Digital Business & 360° Communication
The first part of the course illustrates the main theoretical and empirical principles on which the Internet is based, with reference to market segmentation, targeting, and positioning of a company. Another goal is to expose you to the key challenge/opportunity of a company’s digital transformation, along with its peculiar business implications/key leverage points such as the reshaping of the commercial value chain, the co-petition, and the co-creation. The course also explains the main technicalities related to hybrid business models and, in particular, the golden rules for their design, implementation, development, and management.
In the second part, the course aims at helping you to distinguish the traits of a brilliant digital communication strategy, such that the entire value of the company is advocated and delivered, facing a web world that is growingly crowded and complex. Attention will be focused on the key asset of any online communication, that is to say the company’s website, in terms of usability & architecture, look & feel, KPIs. Main logics and tools, as well as the "do's and don'ts", of a brilliant and consistent "offline communication" will be presented and discussed whilst providing you with a 360°, exhaustive understanding of the communication process.