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?
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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
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Mandatory Readings
Textbook for Markstrat
Larréché, J.-C.; Gatignon, H.; Triolet, R. (2010). Markstrat Participant Handbook.
 in Moodle
Cases
 in Moodle
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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
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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
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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.)
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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
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