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Магистратура 2020/2021

Стратегии в менеджменте: Маркетинговые стратегии

Статус: Курс обязательный (Маркетинг)
Направление: 38.04.02. Менеджмент
Когда читается: 2-й курс, 2 модуль
Формат изучения: без онлайн-курса
Охват аудитории: для своего кампуса
Прогр. обучения: Маркетинг
Язык: английский
Кредиты: 2

Course Syllabus

Abstract

The course is focused on the Marketing strategy implementation in a virtual simulation environment of Markstrat. The Markstrat simulation lasts for 9 periods that are distributed throughout the course. Students manage competing firms in a durable goods market and make decisions regarding different aspects of the marketing strategy: production volume, pricing, target audience selection and product design. Each individual teams performance is measured through an integral indicator of the stock price index (SPI). It is based on the market share, financial performance and brand value for every company and is calculated every period to provide complex feedback. In order to achieve the course objectives student form teams of 4-5 people and make decisions based on the group discussions. The goal of the course is to summarize the Marketing strategy concepts and endorse systematic vision of the marketing strategy. In order to facilitate group dynamicsand help student teams make particular decisions regarding customer segment analysis or pricing we have in class discussion sessions.
Learning Objectives

Learning Objectives

  • The goal of the course is to straighten and revise skills and knowledge acquired during the studies as this is one of the final courses in the masters programme.
  • Learning tasks of the course include: -competitive analysis -product portfolio management -customer behavior analysis -brand management -planning and interpretation of marketing research for decision-making.
Expected Learning Outcomes

Expected Learning Outcomes

  • Student knows key features and functions of Markstrat simulation, work process and final grade components
  • Decision making in marketing strategy field including pricing, new product development, product positioning.
  • Systematic knowledge of the managerial process with marketing, production and research facets.
  • Students have applied skills of analysis and decision-making in Marketing strategy
Course Contents

Course Contents

  • 1. Key features and functions of Markstrat simulation, study process overview.
  • 2. Customer preference analysis and marketing planning
    Review of segmentation: the purpose of segmentation; criteria for segmentation; segmentation methods
  • Topic.5. Marketing research for consumer and brand analysis, goals and results interpretation.
  • Topic.3. Market share analysis and competitive environment
    Setting objectives. The meaning of market share as a marketing objective • Analysis of opportunities. Add longer-term considerations to the segmentation and positioning elements discussed in the previous session: environmental changes, evolution in consumer needs, and product/market life cycles.
  • Topic.4. Financial indicators and forecasting
Assessment Elements

Assessment Elements

  • non-blocking Тестирование по основным функциям программы Markstrat
  • non-blocking Seminar duscussions
    In this course we have competing students’ teams so in order to keep competitive strategy in secret we conduct coaching sessions during seminars for each of the teams separately. Sessions conducted in MS Teams using private channels for each team. Every session a new team leader is selected. Team leader task is to report about current company position in the market, key performance figures, strategic and tactic decisions planned. Key assessment criteria for the team leader are: - well informed about company performance and market position (position relative to the competition, sales volume, target segments etc. - is able to describe current strategy of the company in the market - able to identify changes in the market and consumer preferences that require strategic and tactical response
  • non-blocking SPI index (Markstrat)
    SPI is calculated by the Markstrat system and can be found in the system at any time. After the final round of simulation all companies in one industry are ranked based on their performance, the best SPI score gives its company a '10', second place is '9' etc.
  • blocking Экзамен
    The exam is conducted online.
Interim Assessment

Interim Assessment

  • Interim assessment (2 module)
    0.2 * Seminar duscussions + 0.45 * SPI index (Markstrat) + 0.05 * Тестирование по основным функциям программы Markstrat + 0.3 * Экзамен
Bibliography

Bibliography

Recommended Core Bibliography

  • Naresh K. Malhotra. (2015). Marketing Research. Harlow: Pearson Education. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1659681

Recommended Additional Bibliography

  • Baidya, M. K., Maity, B., & Ghose, K. (2019). Innovation in Marketing Strategy: A Customer Lifetime Value Approach. Journal of Business & Management, 25(2), 71–97. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsu&AN=138230268
  • Samiee, S., & Chirapanda, S. (2019). International Marketing Strategy in Emerging-Market Exporting Firms. Journal of International Marketing, 27(1), 20–37. https://doi.org/10.1177/1069031X18812731