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Simulació de Màrqueting (4 Crèdits)
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Aquesta assignatura no presenta cap prerequisit recomanable. |
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Aquesta assignatura no presenta cap corequisit. |
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Aquesta assignatura no presenta cap incompatibilitat. |
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Provides to students a business simulation scenario to experiment on decision making, business and marketing strategy, long term perspective on real competition with the need of solid theoretical foundations.
Students will compete in a competitive environment using advanced concepts of strategic and operational marketing.
They will get experience in analysing consequences and effects of decision making process |
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By the end of this course students should be able to:
Develop and implement a strategic vision of short and long term business.
Develop key analysis criteria for decision making
Understand and use Strategic Marketing as a lever for Corporate Strategy.
Understand decision making consequences on:
Segmentation / positioning in a mature market.
Segmentation / positioning in a new market. (Green field)
R&D. and market Interface
Innovation - New product launch.
Production and market Interface.
Marketing MIX.
Market and sales interface.
Market study analysis.
Understand competitive strategy on mature and new markets.
Understand company management process in a competitive environment.
Get experience on decision making process. |
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Session // Objectives and Themes by Session
1
Objective: Program outlines. Market environment presentation
2
Objective: From theory to the practice. MarkStrat set up and first decision
3
Objective: Auditing (investigate origin of results) and analysis procedures. Decision 2.
4
Objective: Market analysis and decision 3.
5
Objective: Market analysis and decision 4.
6
Objective: Market analysis and decision 5.
7
Objective: Market analysis and decision 6.
8
Objective: Company objectives definition Strategy - Case study Branding review.
9
Objective: Market analysis and decision 7
10
Objective: Market analysis and decision 8
11
Objective: Market analysis and decision 9
12
Objective: Market analysis and decision 10
13
Objective: Final exam - Final presentations (Company AUDIT)
14
Objective: Debrief. |
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We will cover the material in the course with lectures and business cases.
We will work on business concepts and their application on specific business environment with special emphasis on decision making consequences.
Class dynamics will cover following elements:
Market analysis.
Market evaluation.
Diagnostic.
Strategic objectives.
Business objectives.
Decision making.
Final work and presentation is a work group project.
Work contents must include:
Business objectives description (SMART).
Business strategy description.
Business tactics description.
Decisions and influence in business results.
General conclusion.
Recommendation plan. |
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Evaluation criteria will be done on:
Company results and company efficiency (A)
Business objectives definition: Business strategy, tactics and objectives (B)
Asistance and class participation (C)
Audit (D) |
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Criteria used to evaluate the results obtained by the student.
30% Operating efficiency and results (A)
20% Strategy and Business objectives (B)
20% Asistance and class participation (C)
30% Audit (D) |
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REQUIRED TEXT AND OTHER READINGS
Market-Driven Management J-J Lambin Palgrave Macmillan
Marketing Management P.Kotler - Prentice-Hall
Markstrat Student Handbook Jean Claude Larréché - Stratx |
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LINKS
Markops On Line www.stratxsimulations.com
Harvard Business Review http://hbr.harvardbusiness.org/ |
