Bachelor
2024/2025
Marketing Strategy
Type:
Compulsory course (Marketing and Market Analytics)
Area of studies:
Management
Delivered by:
Department of Marketing
Where:
Graduate School of Business
When:
4 year, 3 module
Mode of studies:
offline
Open to:
students of one campus
Instructors:
Kliment Gorchakov
Language:
English
ECTS credits:
3
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
- Result of markstrat simulationThe score is based on the results of the game simulation Markstrat during the training period based on the final result within the group: the group is divided into 6 teams, equal in number (For example, if you have 25 students in a group, there will be five teams of four and one team of five. Teams ranked first in their groups get an 8.5, second placed 8, third placed 7, fourth placed 6, fifth placed 5.5, sixth placed 5. One team from the whole course, with the highest SPI-index overall, gets rating 9.
- ExamThe exam consists of 3-4 open questions that require reasoned, holistic, detailed answers demonstrating knowledge of terms, definitions, concepts and ability to apply them to manage marketing strategy
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.