NATIONAL UNIVERSITY OF SINGAPORE
NUS Business School
Department of Marketing
MKT4416: Mktg Strategy Simulation & Case Analysis
Session
:
Semester II, 2012/13
Instructor
:
Dr. CHENG Peng Sim
PRE-REQUISITE
:
Should have completed a Marketing Management course or
equivalent (please check with the instructor)
COURSE DESCRIPTION
Marketing management is the foundation for building knowledge about the market. It’s an
exciting and critical aspect of marketing. It covers a wide range of phenomena and it can
help to answer many questions and reduce the uncertainty in decision making. This course is
taught with a practice orientation, through simulation and case studies. It is hoped that
students will gain a practical and sound understanding of how marketing management is
carried out in the real business environment.
COURSE STRUCTURE
The course is divided into two parts: (1) Marketing Strategy Simulation and (2) Advanced
Marketing Management Case Analysis. We will begin with the simulation segment using the
LINKS Marketing Strategy Simulation developed by Dr. RG Chapman. The simulation is
administered online by Chapman and his associates. We will decide on a schedule of
decision periods at the beginning of the semester taking into consideration that we will begin
the case study segment before the midterm break.
The advanced case analysis will cover comprehensive cases in all aspects of the Marketing
function: market and industry analysis, target market selection, product and branding
decisions, pricing decisions, channel decisions, go to market decisions and marketing
communications decisions.
TEXT
There is no textbook for this course but it is advisable to have a marketing management
textbook for reference.
EVALUATION METHODS
Evaluation is on-going through your team’s performance in the game as well as through the
quality of your class participation and the quality of your case analysis assignments. The
tentative breakdown is as follows:
Simulation:
Marketing Strategy, Analysis, Results 25%
Presentation
10%
Case Studies:
Individual Case Report
Group Case Report
Presentation
10%
10%
10%
Others:
Participation and Short Assignments
Peer Evaluation
Quiz
10%
10%
15%
100%
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