Бакалавриат
2023/2024
Маркетинговая стратегия
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, 3 модуль
Формат изучения:
без онлайн-курса
Охват аудитории:
для своего кампуса
Преподаватели:
Горчаков Климент Александрович
Язык:
английский
Кредиты:
3
Контактные часы:
30
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
- Seminar discussions
- SPI index (Markstrat)Students participate in their company management in the Digital Markstrat. Each student gets Personal Activation Key (PAK) that should be used to register and access Digital Markstrat system. All students are required to particpate in group work. It is essential that all students use personal access to Digital Markstrat to explore market and company data, monitor changes and make decisions. Participation in group discussions on other platforms like VK, Zoom, Yandex Telemost etc. is not a substitution for individual activity in the Digital Markstrat. At the end of the course students who did not access on all stages of business simulations Digital Markstrat do not get points for SPI grade component.
- ExamOpen-ended questions at StartExam
- Markstrat Progress reports
Interim Assessment
- 2023/2024 3rd module0.46 * Exam + 0.29 * SPI index (Markstrat) + 0.25 * Seminar discussions
