B2C-Marketing: Markstrat Simulation Game
Transcription
B2C-Marketing: Markstrat Simulation Game
B2C-Marketing: Markstrat Simulation Game WS 2015/2016 Markstrat Simulation Game: Typical questions you will be facing as a marketing manager in the near future… How to develop a segmentation, targeting and positioning strategy for a certain product? How to thoroughly make day-to-day operational decisions for marketing mix variables? How to skilfully analyse and use market data and research studies to inform your marketing decisions? 2 3 Class Schedule „Markstrat Simulation Game“ Date Time and Place Topic/Assignment Monday Oct 19th From 1.00 pm Download Markstrat participant handbook from Moodle Friday Dec 4th 9.00 am – 5.00 pm, tbd Markstrat day I Saturday Dec 5th 9.00 am – 6.00 pm, tbd Markstrat day II Until 8.30 am Strategy presentation due 8.30 am – 6.00 pm, tbd Markstrat day III Until 12.00 pm Final report due Friday Dec 11th Friday Jan 15th 4 Mandatory Readings Textbook for Markstrat Larréché, J.-C.; Gatignon, H.; Triolet, R. (2010). Markstrat Participant Handbook. in Moodle Cases in Moodle 5 Recommended Readings Kotler, P.; Keller, K. L. (2012). Marketing Management, 14th edition, Boston. Electronic copy of chapters 1,8 and 10 in eSeminarapparat „B2C Marketing“ (https://semapp.ub.uni-paderborn.de/semester; Password: marketing) 9 hard copies to borrow (QBH1411(14)) Topic Textbook Introduction to Marketing Kotler/Keller (2012), p. 24-50 Developing marketing strategies and plans Kotler/Keller (2012), p. 55-78 Analysing consumer markets Kotler/Keller (2012), p. 172-199 Identifying, analysing and creating target market differentiation and positioning strategies Kotler/Keller (2012), p. 234-258 Kotler/Keller (2012), p. 296-342 Designing, developing and managing market offerings Kotler/Keller (2012), p. 346-372 Introducing new market offerings Kotler/Keller (2012), p. 588-615 6 Recommended Readings for Case Study Assignments Ford and the World Automobile Industry in 2012 (Submission date: Mon, Okt 26th): Grant, R. M. (2013). Contemporary strategy analysis: text and cases, 8. Aufl., Chichester, p. 4-21 & 59-78). Electronic copy of chapters in eSeminarapparat „B2C Marketing“ (https://semapp.ub.unipaderborn.de/semester; Password: marketing) The Launching of the Super Bock “Mini” (Submission date: Tue, Nov 17th) To be announced 7 Registration Write an e-mail to: [email protected] Registration in Moodle is necessary to take the class! Registration: Link: https://moodle-econ.uni-paderborn.de/ If you are new to Moodle, create a new account: Login: „Neuen Zugang anlegen?“ Register for the course B2C-Marketing WS 15/16 Password: B2CWS1516 Deadline for registration: Monday, 26th of October until 12 pm (Please not that your first assignment is already due on Monday, 26th of October, 11 a.m.) 8 Grading: Overview of Points Simulation Game: Company performance (40 %, 16 Points) Presentation and report (60 %, 24 Points) 40 Points Case Studies: Ford and the World Automobile Industry in 2012 (6 Points) Submission date: Mon, Okt 26th, 11 a.m. The Launching of the Super Bock Mini (4 Points) Submission date: Tue, Nov 17th, 2 p.m. 10 Points 50 Points 9