Marketing Strategy

2024/2025

Учебный год

ENG

Обучение ведется на английском языке

3

Кредиты

Кто читает:

Департамент маркетинга

Статус:

Курс обязательный

Когда читается:

4-й курс, 3 модуль

Преподаватель

Горчаков Климент Александрович

Course Syllabus

Abstract

Marketing strategyThe course is focused on the Marketing strategy implementation in a virtual simulation environment. The simulation (Digital Markstrat) has been used by the top business schools worldwide for the past 30 years. Used in combination with traditional training methods such as conceptual sessions or case studies, Digital Markstrat is a highly effective tool to learn strategic marketing concepts, such as brand portfolio strategy, segmentation and positioning strategy, as well as operational marketing. The Digital Markstrat simulation lasts for 8 periods that are distributed throughout the course. Students manage competing firms in a durable goods electronics 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 explore the Marketing strategy concepts and endorse systematic vision of the marketing strategy. In order to facilitate group dynamics and help student teams make particular decisions regarding customer segment analysis or pricing we have in class discussion sessions.Learning Objectives• Students know and understand key concepts and models of marketing strategy including brand portfolio strategy, segmentation and positioning strategy, as well as operational marketing in the context of managerial activity.• Students realize the results of strategic and operational decision implementation both on the organizational level and in particular managerial functional areas.Expected Learning Outcomes• Decision making in marketing strategy field including pricing, new product development, product positioning.• Student knows key features and functions of Markstrat simulation, work process and final grade components• Students have applied skills of analysis and decision-making in Marketing strategy• Systematic knowledge of the managerial process with marketing, production and research facets.Course Contents• Topic 1. Introduction to the Markstrat Simulation by StratX• Topic 2. Marketing Strategy Fundamentals• Topic.3. New Business and Market Entry Strategy• Topic.4. Portfolio Strategy• Topic.5. Final Session: Markstrat debrief and team presentation

Learning Objectives

• Students know and understand key concepts and models of marketing strategy including brand portfolio strategy, segmentation and positioning strategy, as well as operational marketing in the context of managerial activity.
• Students realize the results of strategic and operational decision implementation both on the organizational level and in particular managerial functional areas.

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

• Topic 1. Introduction to the Markstrat Simulation by StratX
• Topic 2. Marketing Strategy Fundamentals
• Topic.3. New Business and Market Entry Strategy
• Topic.4. Portfolio Strategy
• Topic.5. Final Session: Markstrat debrief and team presentations

Assessment Elements

• Результат игровой симуляции Маркстрат
  Оценка выставляется на основании результатов игровой симуляции Маркстрат в течение учебного периода на основании итогового результата внутри группы: группа делится на 6 команд, равных по численности (например, если в группе 25 студентов, то будет пять команд по 4 человека и одна команда 5 человек . Команды, занявшие в своих группах первое место получают оценку 8.5, занявшие второе место оценку 8, занявшие третье место оценку 7, занявшие четвертое место оценку 6, занявшие пятое место оценку 5.5, занявшие шестое место оценку 5. одна команда из всего курса, с самым большим SPI-index, получает оценку 9
• Итоговый экзамен
  Экзамен состоит из открытых вопросов, на которые требуется дать аргументированные, целостные, подробные ответы, демонстрирующие знание терминов, определений, концепций и умение их применять для управления маркетинговой стратегией

Interim Assessment

• 2024/2025 3rd module
  0.55 * Итоговый экзамен + 0.45 * Результат игровой симуляции Маркстрат

Bibliography

Recommended Core Bibliography

• Digital marketing strategy : an integrated approach to online marketing, Kingsnorth, S., 2022
• Giovanna Pegan, Donata Vianelli, & Patrizia de Luca. (2020). International Marketing Strategy : The Country of Origin Effect on Decision-Making in Practice. Springer.
• Handbook of marketing strategy, , 2012
• Marketing strategy : based on first principles and data analytics, Palmatier, R. W., 2021
• Mebert, A., & Lowe, S. (2017). Blue Ocean Strategy : How to Create Uncontested Market Space (Vol. First edition). London: Macat Library. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1552203

Recommended Additional Bibliography

• Blue ocean strategy : how to create uncontested market space and make the competition irrelevant, Kim, W. C., 2015
• Kingsnorth, S. (2019). Digital Marketing Strategy : An Integrated Approach to Online Marketing: Vol. 2nd Edition. Kogan Page.

Authors

• FILIPSKAYA ELENA VLADIMIROVNA
• GORCHAKOV KLIMENT ALEKSANDROVICH