Business for WISEs
Business for WISEs
Business for WISEs introduces the key theories of innovation, models and approaches related to continuous competitive advantage through products, processes, utilizing technologies and through market practices. It offers key theories of marketing, models and practices of digital marketing and visibility.
Course description
The course is designed for Work Integration Social Enterprises (WISEs), but can be found useful for anyone in business as it brings useful insights into innovation and its applications followed by insights into marketing.
The first part of the course introduces the INNO-WISEs Project and collects the voices of different WISEs workers. They describe their experiences about Work Integration Social Enterprises world.
The second part focuses on individual, team and organization level dynamics that impact innovation in WISEs. Students will gain understanding of important skills in fostering innovation. The course examines issues and challenges relevant to leaders at all levels in an organization.
The third part of the course, focused on marketing, guides the students to develop business and marketing strategy through the analysis of market, competition, consumers, and the company itself. Then, it discusses the operational marketing decisions and practical tools, in ways particularly suited to small businesses.
Everything needed for creating and maintaining competitive advantage is right here.
Learn how to transform, improve and finally get the market momentum that ensures success!
Total workload of the course: 9 hours
This MOOC is provided by Politecnico di Milano.
Supported by the Interreg CENTRAL EUROPE Programme funded under the European Regional Development Fund.
This project has been funded with support from the European Commission. This communication reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
Intended Learning Outcomes
By actively participating in this MOOC, you will be able to:
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understand insights, approaches and tools to expedite innovation in the performance levels of individuals and organizations.
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identify and describe process tools to achieve breakthrough.
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Identify the role of leadership and innovation techniques in fostering an organizational environment that promotes innovation and development.
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know the relevant market factors and how they would influence a company's business and marketing strategy.
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understand the steps to follow and decisions to make in the marketing plan;
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create a marketing plan that is consistent with the company's characteristics;
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evaluate the promotional and distribution tools that suit the needs of the company.
In broad terms, the participant will develope the learning outcomes in the areas of: ESCO: innovation processes ESCO: social innovation ESCO: business strategy concepts ESCO: plan marketing strategy
Prerequisites
No prerequisite knowledge is required.
Activities
Over and above consulting the content, in the form of videos and other web-based resources, you will have the opportunity to discuss course topics and to share ideas with your peers in the Forum of this MOOC. The forum of this MOOC is freely accessible, and participation is not guided; you can use it to compare yourself with other participants, or to discuss course contents with them.
Section outline
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Week 1 you will have the chance to listen to some testimonials, who describe their experiences about Work Integration Social Enterprises world.
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Week 2 will gain understanding of important skills in fostering innovation.
This part of the course examines issues and challenges relevant to leaders at all levels in an organization. It aims to conceptualize innovations, innovation types and strategies, and it develops a framework of reference for organizations which promote innovation. Finally, it provides tools for developing environments and business models that foster innovations.
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Week 3 will guide you through the steps and the components of a marketing plan.
This last section talks about how to analyse the competitive environment, the development of business strategy, and the definition of marketing strategy. It then talks about the executive details of the marketing decisions, integrated with practical introductions to the operation of main digital marketing tools (Ecommerce, Search Engine Marketing, and Social Media Marketing), which are tailored to small businesses.
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Video transcripts Folder
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Bibliography Page
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Assessment
Your final grade for the course will be based on the results of your answers to the assessed quizzes. You have an unlimited number of attempts at each quiz. You will have successfully completed the course if you score a total of 60% (or higher) in all assessed quizzes.
The maximum score possible for each quiz is given at the beginning of the quiz. You can view your score in the quiz on your last attempt or on the 'Grades' page.
Certificate
You can achieve a certificate in the form of an Open Badge for this course, if you obtain, at least, 60% of the total score in the graded quizzes and by filling in the final survey.
Once you have completed the required tasks, you will be able to access ‘Get the Open Badge’ and start issuing the badge. Instructions on how to access the badge will be sent to your e-mail address.
The Badge does not confer any academic credit, grade or degree.
Information about fees and access to materials
You can access the course completely online and absolutely free of charge.
Course faculty
Nataša Golik Klanac
Teacher
Nataša Golik Klanac received her D.Sc. (Econ.) from Hanken School of Business, Finland and M.Sc (Econ.) from the University of Zagreb, Croatia. She has worked as an M.Sc. program director, teacher and a researcher at CERS – Centre for Relationship Marketing and Service Management at Hanken. Since 2012, she is an adjunct faculty at RIT Croatia and RIT Dubai, teaching courses on innovation and creativity. Since 2008, she is a founder and managing director of an engineering and business consultancy Alveus Ltd., engaged with innovation development and commercialization.
Susan Shan Chen
Teacher
Susan Shan Chen obtained her Ph.D. from the Department of Management Engineering of Politecnico di Milano. She is Assistant Professor of Marketing, and Director of International Master of Multichannel Marketing Management at MIP Graduate Business School. One of her main teaching and research interest is digital marketing and technological applications in managing marketing activities and customer experience. Another main interest is data-driven marketing, focusing on analytical approach to marketing.
Contact details
If you have any enquiries about the course or if you need technical assistance please contact pok@polimi.it. For further information, see FAQ page.