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FORMULA ONE SKILLS.
1st EDITION
TEACHING METHODOLOGIES Lectures are organized in order to enjoy the F1 competition and atmosphere with an inductive and interactive didactic methodology: • Setting the problem Sessions of problem setting where lecturer introduce the problems, the main theme, the context of a business case. • Playing the game Session of collaborative work on a problem or a business case in order to: Enjoy the challenge. Leverage on teamwork. Take rapid decisions. Find competent tutors. • Finding the lessons to learn Session of generalization and summing up of the main concepts and lessons learned in order to: Find the lesson from the case. Discuss how to transfer new practices in your business. FACULTY Professors of MIP - Politecnico di Milano, both academic and practitioners, with large experience in executive education in a International context. Ferrari’s top managers.

MIP POLITECNICO DI MILANO SCHOOL OF MANAGEMENT
MIP was born out of the partnership of the university Politecnico di Milano, the first technology institution in Italy, and some of the most important Italian and international multinationals. The mission of MIP are the training and applied research covering all aspects of management, with a particular focus on technology as a vital tool for corporate innovation and management. The aim of MIP consists in promoting growth of the global corporate system, creating an international network and becoming a major international managerial training centre through the School of Management of Politecnico di Milano.

FORMULA ONE SKILLS. MANAGER IN POLE POSITION.
DEVELOPING AND MANAGING PRODUCTS AND EMOTIONS FOR COMPANIES IN POLE POSITION
1st EDITION

PRICE • 15.000 euros + VAT, including hotel accommodation in Italy.

MANAGER IN POLE POSITION.

MIP POLITECNICO DI MILANO VIA GAROFALO, 39 20133 MILANO TEL: +39 02 23992824/2820 FAX: +39 02 23992844 EMAIL: MANAGERINPOLE@MIP.POLIMI.IT WWW.MIP.POLIMI.IT

to manage highly risky situations and scenarios and to operate in complex contexts. Second week • Brand management (1. Innovation processes. • Gamble your hard job in 1.e. promotion. • Lecturers: MIP’s professors in China. • Stress on final result regardless of starting position. After class lectures will be created an Alumni Community. Tour of Ferrari’s trial track of Fiorano. TARGET The course is addressed to managers and executives of international companies. to be always in pole position. Project management: project management techniques and strategies. brand and innovation management. • Location: Shanghai at Antai School of Management. price. commercial and productive internationalization models. Giuliano Noci MIP Politecnico di Milano COORDINATOR Ing. in order to give the opportunity to managers and executives to understand the secrets to be always in pole position. Operational marketing principles: definition of value proposition and 4Ps model: product. Building the innovating organization: transferring the emotions to the teams. Strategic marketing principles: from identification.5 days) Design.5 days) Tour of Ferrari plant of Maranello with Ferrari’s guide. “understand the secrets to be always in pole position” OBJECTIVES More in details the training course aims at achieving these main objectives: • Discover the secrets of Italian style. marketing. creating a more complete and memorable experience.Depl_FERRARI 25-07-2006 15:27 Pagina 2 “business is more and more similar to a F1 Grand Prix” “combining strategies.5 hours.: +39 02 2399 2862 Nowadays business is more and more similar to a F1 Grand Prix. • Leverage on a network of top managers sharing the same interests and passions. winning the fear to innovate and the illusion to innovate. • Deal with risk. Experiential marketing. analysis and measurement of markets to market segmentation. • Leverage on technical perfectionism and driver creativity. • Creativity and leadership (1. • Learn from managers in Ferrari how to deal with complexity and high turbulence. • How to be competitive in your business arena: focus on marketing. • Enter the community of Alumni MIP Ferrari. • Share the secrets of Italian brand. unique and different from the enlarged competition system. strategies of brand management. . • Get the opportunity to participate at sportive events (i. • Discover the secrets of Italian design. must offer to the market a wider value proposition. structure. • Enjoy MIP-Ferrari gadgets. Grand Prix). place. • Lead your people to success. STRUCTURE The course has an executive formula combining a session in China and a session in Italy. innovation and design management. brand extension strategies. Italian session • Structure: 5 days. integrating design and technological research. innovation and design capabilities in a holistic way to create a distinctive customer experience matching together technological and functional features with intangible values such as services. 1 day a week. to win Grand Prix and the World Championship of business. brand and emotions. being developed in strongly different contexts such as racing and market. Brand communication: integrating customer touch points. Ferrari and MIP share their own unique and distinctive competences. economics and the global market (1 day) The concept of internationalization: macro-economic determinants. brand equity. targeting and positioning. • Lecturers: MIP’s professors and Ferrari’s managers.5 days) Brand identity. Companies. interpretative models. The challenge is to combine strategies. CONTENTS Lectures’ contents are grouped into three main thematic areas related to three main competences to develop: • What is your business arena. • Location: Milan and Maranello. brand architecture. • Innovation management (2 days) Innovation and concept generation: Definition of innovation. More in details: Chinese session • Structure: 5 days. • Visit at Ferrari . In the actual turbulent and complex context. who want to lead their company always in pole position and willing to learn knowledge and tools typical of the “Italian model” and the Italian style (luxury industry).Maranello plant (0. project organization. design in innovation processes. innovation and design capabilities. Global brand and international brand strategies. 1 full time week. innovation and competitive advantage.it Tel. mainly Chinese. More in details this is the lectures’ schedule: First week • Competition. The Executive Course “Developing and managing products and emotions for companies in pole position” aims at creating a new figure of manager able to combine functionality and emotions both in the value proposition of his/her company and in his/her everyday business life in the everyday decision making process. CORE CAPABILITIES At the end of the training path managers and executive will be able to: • Be a leader in the market even if the rules are built against the winner.MIP Alumni’s community • A new club of managers to: • Enjoy and share Ferrari’s experience. • Visit in Ferrari. design based innovation strategies. Learning from success and from failure. Managing meetings effectively and efficiently. managers must face challenges requiring capabilities to make short-time decisions. combining not only products and services but also emotions. • Marketing (2 days) The role of marketing in the value creation process. Co-branding alliances. marketing. managing brand identity and positioning. • Sharing your successes and failures with your partners. relationship.polimi.5 days) Creativity and professionalism. Andrea Boaretto MIP Politecnico di Milano email: boaretto@mip. • Take rapid decisions. Ferrari . roles. Managing design driven innovation. vision and concept generation. • Design management (1. innovation and design capabilities” DIRECTORS Prof. The role of the customer in innovation processes. Managers and executives may come from of all functions and divisions both of large enterprises and of small and medium businesses.