Магистратура
2021/2022
Проектный семинар 2 "Работа в бизнес-симуляторе"
Статус:
Курс обязательный (Маркетинг: цифровые технологии и маркетинговые коммуникации)
Направление:
38.04.02. Менеджмент
Кто читает:
Департамент маркетинга
Где читается:
Высшая школа бизнеса
Когда читается:
2-й курс, 2 модуль
Формат изучения:
без онлайн-курса
Охват аудитории:
для всех кампусов НИУ ВШЭ
Преподаватели:
Рожков Александр Геннадьевич
Прогр. обучения:
Маркетинг: цифровые технологии и маркетинговые коммуникации
Язык:
английский
Кредиты:
2
Контактные часы:
16
Course Syllabus
Abstract
This course is based on the seminal work Blue Ocean Strategy (BOS) and is focused on strategy implementation in the virtual environment. The BOSS simulation lasts for 4 periods and is distributed over the course. Students mange competing firms in a consumer goods market and make decisions regarding different aspects of the marketing strategy based on the BOS principles. The simulation involves a team of 3 to 5 participants assuming the role of the Executive Team of a company which designs and manufactures video game consoles. During the simulation, the team participates in several simulation Rounds. The Rounds follow each other in chronological sequence. Some Rounds equate to a period of one year whilst others equate to two or even three years. A simulation Round involves several steps: studying the information presented; deciding on what to do; inputting the data supporting these decisions into the computer-based model; the run of BOSS mathematical model upon submission of the input; the output of results and the discussion of results and key learning points. The overall objective of the team is to make as much money as possible over the four rounds. In order to facilitate group dynamics and help student teams make particular decisions based on BOS principles we have in class discussions.
Learning Objectives
- Introduce a set of concepts and applied tools that will enable students to analyze, develop and implement innovative marketing strategies.
Expected Learning Outcomes
- Assess marketing strategies based on market share, growth and profitability
- Better understanding of the firm relation to its environment including customers, competitors and other external forces.
- Develop understanding of marketing strategy necessary to achieve sustainable competitive advantages.
Course Contents
- Introduction to the BOSS Simulation by StratX
- Introduction to the Blue Ocean Strategy (BOS)
- Key concepts and tools of the Blue Ocean Strategy
- Final decision round.
- Final session: course debrief and team presentations.
Assessment Elements
- SPI indexCourse participation requires that every student uses her own BOSS access credentials. You may discuss your team strategy as a group but every student must access market and company data directly to insure proper contribution.
- Decision updatesYou need to send executive update to the Board of your company. One of the team members is selected as team leader to compile and send this update after the decisions were discussed in the team. Format: text document (2 page max), must have a title page (not included in 2 max) and proper formatting. Deadline: same as the decision rounds.
- Firm reportThis is a written document that is submitted by the team after the end of the simulation. In this document the team highlights its initial strategy, key changes to this strategy, key drivers of the changes implemented and assessment of the final position of the firm.
- ExamExam includes several multiple choice and open questions on the Blue Ocean Strategy concept and firm performance during the simulation.
Interim Assessment
- 2021/2022 2nd module0.25 * SPI index + 0.25 * Firm report + 0.3 * Exam + 0.2 * Decision updates
Bibliography
Recommended Core Bibliography
- Kim, W. C., & Mauborgne, R. (2015). Blue Ocean Strategy, Expanded Edition : How to Create Uncontested Market Space and Make the Competition Irrelevant: Vol. Expanded edition. Harvard Business Review Press.
Recommended Additional Bibliography
- Carpenter, G. S., & Shankar, V. (2012). Handbook of Marketing Strategy. Edward Elgar Publishing.