Info
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Course 2017-2018 a.y.

20506 - MARKETING DECISIONS


IM
Department of Marketing

Course taught in English


Go to class group/s: 6 - 7

IM (6 credits - II sem. - OB  |  ING-IND/35)
Course Director:
JOACHIM VOSGERAU

Classes: 6 (II sem.) - 7 (II sem.)
Instructors:
Class 6: JOACHIM VOSGERAU, Class 7: JOACHIM VOSGERAU


Course Objectives
Marketing Decisions is an advanced course in strategic marketing decision making to grow a company. The course takes the perspective of the Chief Marketing Officer (CMO) who focuses on understanding markets and their competitive dynamics. As competitors have access to the same marketing tools to compete and change the market environment, the course is designed to improve:
  • Your strategic thinking to see and sense market changes and forces and anticipate actions and reactions from customers, competitors, and other relevant players.
  • Your skills to design, implement, and evaluate marketing strategies through the use of marketing concepts such as pricing, positioning, targeting, and innovating.
  • Your understanding and interpretation of market research tools such as consumer reports, perceptual maps, multidimensional scaling, and conjoint analysis.
The most effective way to practice marketing decision making is the same way that pilots learn to fly a plane: by computer simulation. Attending students apply the knowledge, concepts and tools from the course by developing and implementing a growth strategy for their own company using the MARKSTRAT business simulation.
MARKSTRAT is the world’s leading marketing simulation designed to teach strategic marketing decision making in a learning-by-doing approach. Your team represents a company facing several other firms in a highly competitive environment, marketing two types of durable goods to consumers. Marketing strategy is your main area of responsibility, but you are also concerned with financial matters, production planning, and R&D. You will have to integrate these various dimensions of business strategy into a long-term perspective in order to gain an edge on competition. Part of your grade will be based on your company’s final stock price index in the Markstrat simulation.


Intended Learning Outcomes
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Course Content Summary
  • strategic marketing decision making
  • market analysis
  • competitor analysis
  • analysis of the business environment
  • design, implement, and evaluate marketing strategies
  • marketing mix: pricing, products, targeting and positioning, distribution, innovation and launch of new products
  • understanding and interpretation of market research tools
  • consumer reports
  • perceptual maps
  • multidimensional scaling
  • conjoint analysis

Teaching methods
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Assessment methods
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Detailed Description of Assessment Methods
Students evaluations rules are detailed at the beginning of the course and available in the Syllabus of the course

Textbooks
Strategic Marketing Management by Alexander Chernev, 9th ed. Cerebellum Press, 2018

Prerequisites

Basic knowledge of statistics including t-tests, cross-tabs and chi-square tests, and linear regression. Students need laptops to participate in the Markstrat simulation.

Last change 22/12/2017 12:06