MKT 623: Strategic Marketing Management Simulation
no offering in fall
Contents
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 learning | Contact hours | Independent study time |
|---|---|---|
| Case Study Presentation | 1 SWS | 5 SWS |
| ECTS credits | 2 |
| Graded | yes |
| Workload | 60h |
| Language | English |
| Form of assessment | Simulation result (50%), strategy outline (25%), final report (25%) |
| Restricted admission | yes |
| Further information | Student Portal (information on central registration process) and website of the chair (course information). |
Examiner Performing lecturer |  | Prof. Dr. Sabine Kuester Prof. Dr. Sabine Kuester |
| Frequency of offering | Fall semester |
| Duration of module | 1 semester |
| Range of application | M.Sc. MMM, M.Sc. WiPäd, M.Sc. VWL, M.Sc. Wirt. Inf., MAKUWI |
| Preliminary course work | – |
| Program-specific Competency Goals | CG 1, CG 2 |
| Literature | For 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 outline | Detailed information about the course can be found in the course syllabus on the chair's website. |