Kursinformation

While theoretical knowledge of marketing strategy is the basis of making informed management decisions, actually making the decisions and seeing the effects of these decisions is also a very valuable experience for students. In this course students get equipped with basic marketing knowledge, which afterwards can be applied in a simulated, but realistic business environment. Students compete in teams against each other over several turns and get direct feedback to their decisions through the performance of their business. Thus, by acting as marketing managers, students learn about the connections between and the consequences of decision making in the business world.

In the course of this module students first learn the basics of marketing management by working on different topics and presenting these topics. In the second part of the class students play a computer-aided simulation game named “Markstrat”, which focuses on the managerial issues arising when operating marketing decisions. Students are divided in teams (companies) and operate as marketing managers. Each team’s actions will have direct consequences on the market, thus competitive analysis is a must. Competitor actions and reactions, new product launches, sales and distribution strategies all define how teams will manage their own product portfolio, R&D projects, positioning, pricing and distribution channels.