Academic year2016/17
CoursePROFESSIONAL ADVICE TO BUSINESS
Code335PP
Credits6
PeriodSemester 2
LanguageItalian
| Modules | Area | Type | Hours | Teacher(s) |
| ECONOMIA E GESTIONE DELL'INNOVAZIONE | SECS-P/08 | LEZIONI | 42 | |
Programma non disponibile nella lingua selezionata
Knowledge
The student who succesfully completes the course will be able to demonstrate an avanced knowledge of:
- the evolution of product concept and meanings
- Marketing and R&D interfaces with particular reference to High-Tech sectors
- the innovations adoption process
- the new product development process
- the evolution of industrial process design: from modular products to technological platforms
The student will also have the ability to define and develop a company strategic technology portfolio
Assessment criteria of knowledge
In the written exam (1 hour, 3 essay questions), the student must demonstrate his/her knowledge of the course material and to organise an effective and correctly written reply.
During the oral exam the student must be able to demonstrate his/her knowledge of the course material and be able to discuss the reading matter thoughtfully and with propriety of expression.
With the oral presentation, to be made to the teacher and the other students, the student must demonstrate the ability to approach a circumscribed research problem, and organise an effective exposition of the results.
Methods:
- Final oral exam
- Final written exam
- Oral report
Further information:
Final oral or written exam weights 90%, participation and discussion in seminars weight 10%
Teaching methods
Delivery: face to face
Learning activities:
- attending lectures
- participation in seminar
- preparation of oral/written report
- participation in discussions
- individual study
- group work
Attendance: Not mandatory
Teaching methods:
- Lectures
- Seminar
- project work
Syllabus
1. The evolution of product concept
2. The Marketing and R&D interrelations
3. The traditonal new product development process
4. The advanced new product development process: from modular products to technological platform and template models
5. The development of a company strategic technology portfolio
6. The industrial design: the integration between technological and metaphorical forms
7 Marketin for innovation: soft signals Marketing, high-tech Marketing
Bibliography
Lanzara R., (2011), La rosa e il sensore: tradizione e innovazione nelle imprese dinamiche, Milano, Franco Angeli
Recommended reading includes the following works:
- Verganti R., (2008), Design, meanings and radical innovation: a metamodel and a research agenda, Product Innovation Management, 25:436-456
Dalli D., Lanzara R., 2011, La servitization dei prodotti, in Cinquini L., Di Minin alberto, Varaldo R. (a cura di ), Springer, Milano, 51-67
Taylor W. (1994, Swatch: un successo di fantasia e qualità , Harvard Business Review, marzo-aprile: 4-21
Case studies (Lanzara R., ed.):
- Piaggio Ciao
- Gillette Sensor
- Disposable Cameras
- Innovative Freezer
Updated: 14/11/2016 17:27
