Бакалавриат 2020/2021

Маркетинговая стратегия

Лучший по критерию «Полезность курса для расширения кругозора и разностороннего развития»

Лучший по критерию «Новизна полученных знаний»

Статус: Курс обязательный (Маркетинг и рыночная аналитика)

Направление: 38.03.02. Менеджмент

Кто читает: Департамент маркетинга

Где читается: Высшая школа бизнеса

Когда читается: 4-й курс, 2 модуль

Формат изучения: без онлайн-курса

Преподаватели: Рожков Александр Геннадьевич

Язык: английский

Кредиты: 3

Контактные часы: 40

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

• 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 educational 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

• 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
  Key features of the Markstrat simulation, teams composition, rounds, reports etc. Key ideas to make decisions in the Round 1. Decision reports and instructor consultations. The purpose of this session is to present the Markstrat exercise to the teams and give them the necessary information to start making decisions for the first Round. Teams should have done their pre-reading before the class: the Participant handbook, the document is available in the simulation.
• Topic 2. Marketing Strategy Fundamentals
  Marketing strategy basics including the role of marketing strategy, customer value proposition, competitive advantage, differentiation and positioning. Marketing plan.
• Topic.5. Final Session: Markstrat debrief and team presentations
  Final decision round and simulation debrief. Best results announcement. Presentation of the selected teams.
• Topic.3. New Business and Market Entry Strategy
  New business creation and entering established product categories.
• Topic.4. Portfolio Strategy
  Building and developing a strong brand portfolio

Assessment Elements

• Тестирование по основным функциям программы Markstrat
• Seminar discussions
  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
• SPI index (Markstrat)
• Экзамен
  The exam is conducted online. The exam consists of several test and open questions. Test questions are focused on Marketing Strategy theory and some Markstrat market features. Open questions are focused on the past performance analysis of the firm in simulation.

Interim Assessment

• Interim assessment (2 module)
  0.1 * Seminar discussions + 0.5 * SPI index (Markstrat) + 0.1 * Тестирование по основным функциям программы Markstrat + 0.3 * Экзамен

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