SDA Bocconi School of Management
PROGRAM
PRYSMIAN INTERNATIONAL LEADERSHIP
PROGRAM
10th December – 14th December 2012
VENUE 12th December, only:
SDA Bocconi School of Management – Via Bocconi 8
Copyright © 2012 SDA Bocconi, Milano
SDA Bocconi School of Management
MODULE 1 – December 2012
Monday, 10th December 2012
h . 8.45 am – 11,00 am
Mr. Fabrizio Rutschmann (Group
Hr & Organization Director) &
Prof. Markus Venzin
Opening Speech (Mr.Fabrizio Rutschmann)
Training program presentation (Prof. Markus Venzin)
h . 11,00 am – 11,15 am
Coffee break
h . 11,15 am – 1,00 pm
Prof. Francesco Daveri
Why and how recessions and recoveries alternate
 A snapshot of fluctuations in the world economy
 Today’s crisis in six graphs using the Aggregate
Demand and Aggregate Supply model
h. 1,00 pm – 2,00 pm
Lunch
h. 2,00 pm - 3,30 pm
Prof. Francesco Daveri
Why and how Governments accumulate and run down
public debts
 The dictionary of fiscal policy
 Fiscal policy in normal times
 Fiscal policy in exceptional times
h. 3,30 pm - 3,45 pm
Coffee break
h. 3,45 pm - 5,00 pm
Prof. Francesco Daveri
Why and how Central Banks inject liquidity in the
economy
 The dictionary of monetary policy
 Monetary policy in normal times
 Monetary policy in exceptional times
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SDA Bocconi School of Management
________________
Teaching Materials:
N.G. MANKIW, Principles of Economics, Second Edition (ch.22, 23, 31), 2001 (to be read before
class)
IMF, World Economic Outlook, October 2012, pp 1-11
F. DAVERI, “Why and how recessions and recoveries alternate”, slides, SDA Bocconi.
F. DAVERI, “Why and how Governments accumulate and run down public debts”, slides, SDA
Bocconi.
F. DAVERI, “Why and how Central Banks inject liquidity in the economy”, slides, SDA Bocconi.
PRYSMIAN Group
Copyright © 2012 SDA Bocconi, Milano
SDA Bocconi School of Management
Tuesday, 11th December 2012
h . 9,00 am – 11,00 am
Prof. Massimiliano Bruni
What does it mean to manage the strategy of the firm?
 Representing the firm’s strategy
 The need for a dynamic equilibrium with the
external and internal environment
 What is strategy and what it is not
h . 11,00 am – 11,15 am
Coffee break
h . 11,15 am – 1,00 pm
Prof. Massimiliano Bruni
Strategic management and value creation
 The drivers to create economic value:
competitiveness and growth
 Use of EVA in a strategic perspective
Different strategic decision levels: roles and relationships.
The corporate strategy
 The strategy making process
 Who’s part of the strategy
 How the corporate, business and functional levels
contribute to the success of the firm
h. 1,00 pm – 2,00 pm
Lunch
h. 2,00 pm - 3,30 pm
Mr. Alberto Maffioli (Prysmian
Group) CFO UK
Testimonial Speech
h. 3,30 pm - 3,45 pm
Coffee break
h. 3,45 pm - 5,00 pm
Prof. Massimiliano Bruni
 Business Strategies and firm’s competitiveness at
business level
 Main decisions at business level
PRYSMIAN Group
Copyright © 2012 SDA Bocconi, Milano
SDA Bocconi School of Management
h. 5,00 pm - 6,00 pm
Project Work group discussion
h. 8,30 pm
Aperitivo at Deseo – Corso Sempione 8-Milan City Center
________________
Teaching Materials:
M. Bruni, slides, SDA Bocconi.
M. PORTER, “What is strategy” (to be read before class)
R.S. KAPLAN & D.NORTON, “The strategy map: guide to aligning intangible assets” (to be read
before class)
Incidents by the Instructors
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Copyright © 2012 SDA Bocconi, Milano
SDA Bocconi School of Management
VENUE:
SDA Bocconi School of Management – Via Bocconi 8
Wednesday, 12th December 2012
h . 9,00 am – 11,00 am
Prof. Olga Annushkina
Business strategy: identifying sources of competitive
advantage:
 Cost leadership vs. differentiation competitive
advantage
 Configuring the firm’s activities to achieve cost
leadership
 Configuring the firm’s activities to achieve
differentiation
h . 11,00 am – 11,15 am
Coffee break
h . 11,15 am – 1,00 pm
Prof. Olga Annushkina
Differentiation value proposition in B2B industries:
(example: CEMEX)
 From a product provider to the problem solver:
customers’ cost optimization; helping customers
achieve economies of scale
 Differentiation value perception by your
customers’
h. 1,00 pm – 2,00 pm
Lunch
h. 2,00 pm - 4,00 pm
Prof. Massimiliano Bruni
The role of HQ in value creation: a parenting approach.
 The main decisions at corporate level
 The strategic management of business portfolio
 The parenting advantage
h . 4,00 pm – 4,30 pm
Coffee break
PRYSMIAN Group
Copyright © 2012 SDA Bocconi, Milano
SDA Bocconi School of Management
h. 4,30 pm - 7,30 pm
Prof. Chiara Paolino
Art Lab
The Art Lab in an experiential and interactive laboratory
that will involve participants in a reflection on leadership
behaviours, through the metaphor and the technique of
artistic representation
________________
Teaching Materials:
O. Annushkina, slides, SDA Bocconi.
M. Bruni, slides, SDA Bocconi.
O. ANNUSHKINA, “Differentiating the cement: CEMEX example”, teaching note.
O. ANNUSHKINA, “Intel inside”, teaching note.
Suggested Readings:
R.M.GRANT, "Contemporary Strategy Analysis", 7th edition, Wiley Higher Education
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Copyright © 2012 SDA Bocconi, Milano
SDA Bocconi School of Management
Thursday, 13th December 2012
h . 9,00 am – 11,00 am
Prof. Judy Frels
Marketing Strategy
 Overview of key elements of marketing strategy
 Determining your value discipline
h . 11,00 am – 11,15 am
Coffee break
h . 11,15 am – 1,00 pm
Mr. Laurent Tardif (Prysmian
Group) CEO France
Prof. Judy Frels
Testimonial Speech
Segmenting, Targeting and Positioning
 Segmenting business and individual customers
 What target segments are most attractive for your
firm?
 Positioning your offering for your selected
segment
h. 1,00 pm – 2,00 pm
Lunch
h. 2,00 pm - 3,30 pm
Prof. Judy Frels
Channels of Distribution
 What are the functions of the channel of
distribution?
 What are design options for your channel of
distribution?
 How do you determine the best channel of
distribution?
h. 3,30 pm - 3,45 pm
Coffee break
h. 3,45 pm - 5,00 pm
Prof. Judy Frels
CASE -- JSW Shoppe: A Unique Distribution Model for
Branded Steel
PRYSMIAN Group
Copyright © 2012 SDA Bocconi, Milano
SDA Bocconi School of Management
h. 8,30 pm
Dinner at Hangar Bicocca – Via Chiese 2 - Milan
_______________
Teaching Materials:
J. Frels, slides, SDA Bocconi.
V. GOPAL, “JSW Shoppe: A Unique Distribution Model for Branded Steel.” (must be read before
class)
Study questions for JSW Shoppe Case:
1. Consider the differences between the previous model and new model for selling steel and
identify the advantages of the new model. What must happen for these advantages to be
realized?
2. What are the roles, duties and responsibilities of a salesperson? How critical is the salesperson
in this new model?
3. What are the challenges faced by JSW in implementing and executing the new business
model?
4. What are the issues and challenges that arose when JSW moved away from a traditional
distribution model (dealers) to the new retail model? What was JSW’s response to these
concerns and challenges? What execution flaws gave rise to the concerns for the company?
5. Are the marketing initiatives introduced by JSW sufficient to achieve the desired objectives?
What additional measures can be considered both for the short as well as the long term?
6. If you were a dealer, would you want to switch from your independent shop to become a JSW
Shoppe? Why or why not?
R. DOLAN, “Note on Marketing Strategy.” (to be read before or after class)
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Copyright © 2012 SDA Bocconi, Milano
SDA Bocconi School of Management
Friday, 14th December 2012
IMPORTANT NOTE:
Mr. Valerio Battista (Group CEO ) will make a presentation about Group results and
strategy during the day, where students will have the opportunity to make questions.
h . 9,00 am – 11,00 am
Prof. Judy Frels
Branding in Industrial Markets
 Overview of branding
 Why brands matter in B2B markets
h . 11,00 am – 11,15 am
Coffee break
h . 11,15 am – 1,00 pm
Prof. Judy Frels
Capturing Value through Pricing Strategies
 Understanding total economic value or the
objective value you create for your customer
 Objective and perceived value
 Capturing value and incentivizing your customer
h. 1,00 pm – 2,00 pm
Lunch
h. 2,00 pm - 3,30 pm
Prof. Judy Frels
Pricing – DuPont Alathon 25 mini-case
CASE:
Cumberland Metal Industries:
Products Division, 1980
Engineered
h. 3,30 pm - 3,45 pm
Coffee break
h. 4,00 pm – 5,00 pm
Prof. Judy Frels
Marketing Strategy Wrap-Up
 Key elements of marketing strategy - revisited
 Developing a consistent and coherent marketing
strategy
Closure of the Week by SDA Bocconi
PRYSMIAN Group
Copyright © 2012 SDA Bocconi, Milano
SDA Bocconi School of Management
_____________
Teaching Materials:
J. Frels, slides, SDA Bocconi.
B. P. SHAPIRO and J. J. SHERMAN, “Cumberland Metal Industries: Engineered Products Division,
1980.” (must be read before class)
Study questions for Cumberland Metal Industries:
1. What’s your price for curled metal pads? Why?
2. How much do you think one of these pads is worth to a customer? Do the test data tell you
anything about that?
3. How big is this market? How large of an opportunity is this for Cumberland?
4. Does you price affect how much of the market you’ll get? Does it affect how big the market
is?
5. Is it more important to make high profits or build market share?
6. Who has to say “yes” before you can sell a CMI pad? Would any of these parties like to see
curled metal pads fail? Why?
7. How are you going to market these pads? Describe in detail the channel members, influencers,
and others, and give us your plan.
8. What are you going to say to the Colerick Foundations?
F. WEBSTER and K.L. KELLER, “A Roadmap for Branding in Industrial Markets.” (to read before or
after class.)
R. DOLAN and J. GOURVILLE, “Principles of Pricing.” (to be read before class)
T.T.NAGLE and R.K. HOLDEN, “The Strategy and Tactics of Pricing: A Guide to Profitable Decision
Making”, Prentice Hall, 2002 (Handouts)
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