Marketing Strategy Simulation: MarkStrat
WiSe 2013-14
From 26 February to 8 March 2014
“The world as a whole benefits most when you do something new or when you do it better or
differently” (Roger Babson)
Faculty:
Dr. Shahid Qureshi
Research Assistant:
COURSE: Winter Semester 2013-14
Key Dates The course will take place From 26 February to 8 March 2014
Students will have to pay for the license for the Markstrat game to be purchased.
COURSE OBJECTIVES:
The overall objective of this course is to help the student become skilled in the use of
marketing planning concepts, with particular emphasis on the determination of marketing
strategy considering environmental, competitive, industry, and company characteristics.
This course focuses on the analysis to support marketing decisions and aid in the formation
of marketing strategy. It addresses behavioral and numerical analysis and the application of
analysis in business decisions. The viewpoint that is taken in the course is that of the
marketing manager or the analyst advising the marketing manager. The emphasis is on
practical marketing analysis for improved decisions and strategy.
The course has three objectives:
1) Develop your analytical and decision-making abilities by analyzing actual marketing
decision situations and making recommendations.
2) Understand the role and problems faced by a real-world marketing manager.
3) Improve your communication and teamwork skills through case discussion, and group
decision-making.
To accomplish these objectives, the course will use cases, readings and a marketing
strategy game, MARKSTRAT.
COURSE MATERIALS (Power Points and Readings):
1. David A. Aaker, Strategic Marketing Management, Seventh Edition, Wiley, 2005.
2. MARKSTRAT Online Student Handbook to be purchased from Markstrat
3. Case/Readings
The following things will be covered in the course
1. Mark Strat Simulation of 10 rounds (years). The concepts of Marketing Strategy,
Marketing Mix and Marketing Research.
2. Harvard Business School Case study on Marketing: Roxanne Quimby to explain
Marketing strategy
3. Harvard Business School Case study on Marketing: Freej to explain Marketing
research and decision making
4. Harvard Business School Case Study: Cumberland Industries to explain to Pricing,
Distribution and Advertising issues.
Evaluation Procedure
Mark Strat
Performance
30%
This is the score of the student team after the
simulation is complete.
Mark Strat
Presentation/Report
30%
Students have to present their report
explaining the success and failures during the
simulation. The report is graded based on
the rigor.
Final Exam: MCQS and a Case
Study
40%
To check the overall learning in the course
the students are given a case study on a
business. They have to analyse the case and
answer the questions in a written format
called (WAC) Written Analysis of the Case).
There are no negative points in the MCQS.
Course Description
1
Description
Collection of participation money at the office of
the secretary (FG Marketing)
2
Reading material to be distributed
3
Case Study: Roxane Quimby A
Introduction to the course
Formation of groups
27 February
4
Case Study: Roxane Quimby B
28 February
5
Power point Lecture 1
5:15 to 7 PM
1st March 10 AM to 4 PM
MARKSTRAT-DECISION 1
MARKSTRAT-DECISION 2
Date
3 to 17 February 2014
5:15 to 7 PM
6
Power Point Lecture 2
3rd March 10 AM to 12 PM
MARKSTRAT-DECISION 3
7
MARKSTRAT-DECISION 4
4th March 10 AM to 12 PM
8
5th March 10 AM to 12 PM
9
MARKSTRAT-DECISION 5 &
HBS Case Freej
MARKSTRAT-DECISION 6 / 7
10
MARKSTRAT-DECISION 8 / 9
7th March
11
MARKSTRAT-DECISION 10
8th March
12
Final Report Submission
Two days after the course
6th March
PREREQUISITE FOR THE COURSE
It is strongly recommended that the applicant has at least taken a course in Marketing or
Marketing Research.
REGISTRATION
There are limited seats. For registration go to the Lehrstuhl web page for online registration.
You can email me in case of any query.
FACULTY: Guest Faculty Member Shahid Qureshi
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B.Sc Engineering, University of Engineering and Technology, Lahore
M.Sc Industrial Engineering, Asian Institute of Technology, Bangkok, Thailand
MBA (Masters in Business Administration), Lahore University of Management
Sciences, Pakistan
PhD TU Berlin