MKT 623: Strategic Marketing Management Simulation

The module is designed for students who expect to undertake assignments within the context of strategic marketing management. This module is concerned with the development, evaluation, and implementation of marketing management elements in a strategic setting. The module deals primarily with an analysis of concepts, theories, techniques, and models in marketing. Basis for the module is a computer simulation in the context of strategic marketing decisions of a leading manufacturer of over-the-counter cold medicine.

Learning outcomes
Students will be able to apply their theoretical and conceptual knowledge of marketing management in a hands-on application exercise. Students can hone their understanding within the following four categories:

  • Situation Analysis
  • STP – Segmentation, targeting and positioning
  • Marketing mix (4Ps – product, price, promotion, place)
  • Integrated marketing decision-making and analysis

Necessary prerequisites

Recommended prerequisites
Solid Understanding of Strategic Marketing Management

Forms of teaching and learningContact hoursIndependent study time
Case Study Presentation1 SWS5 SWS
ECTS credits2
Graded yes
Form of assessmentSimulation result (50%), strategy outline (25%), final report (25%)
Restricted admissionyes
Further informationStudent Portal (information on central registration process) and website of the chair (course information).
Performing lecturer
Prof. Dr. Sabine Kuester
Prof. Dr. Sabine Kuester
Frequency of offeringFall semester
Duration of module 1 semester
Range of applicationM.Sc. MMM, M.Sc. Bus. Edu., M.Sc. Econ., M.Sc. Bus. Inf., MAKUWI
Preliminary course work
Program-specific Competency GoalsCG 1, CG 2
LiteratureFor this course, you will need to purchase a reader which contains the simulation manual. We will explain in more detail how we will distribute the reader in the kick-off session of the course.
Course outlineDetailed information about the course can be found in the course syllabus on the chair's website.