The course starts with introductory lectures on key (strategic) marketing topics such as:
- business strategy
- life cycle/product portfolio management
- marketing decisions related to product innovation and relative market segmentation, targeting, positioning strategies.
The theoretical concepts will be applied in a simulation project which will be in the form of a one-two week(s) intensive format: from competitive forces to the effects of R& D and marketing strategy, every aspect in the simulation’s decision making reflects a real life situation with immediate feedback from the market. Participation will be mandatory for the whole duration of the simulation. The overall objective is to guide a business over time: therefore, plans for short-term profit and long-term targets have to be compounded. Teams of three to six participants compete against each other to successfully pilot their company over a multi-year period. Students will gain a more analytical way of thinking and become prepared for the “real world” by testing contingencies and scenarios in advance. Also, participants learn to be part of a team (international) and to deal with team dynamics.
For further information please refer to the Online Courses Catalogue – CLICK HERE
For lecture materials please refer to KIRO – CLICK HERE