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Regular version of the site
Master 2019/2020

Strategies in Management. Marketing Strategies

Type: Compulsory course (Marketing)
Area of studies: Management
Delivered by: Department of Strategic Marketing
When: 2 year, 1, 2 module
Mode of studies: Blended
Instructors: Aleksandr Rozhkov
Master’s programme: Marketing
Language: English
ECTS credits: 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 Customer Segments questions
  • non-blocking SPI index (Markstrat)
  • blocking Экзамен
Interim Assessment

Interim Assessment

  • Interim assessment (2 module)
    0.1 * Customer Segments questions + 0.5 * SPI index (Markstrat) + 0.1 * 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