20506 - MARKETING DECISIONS
Course taught in English
- 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.
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.
- 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
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.