Educational Programme
Code
IBMMK308R2
ECTS
Contact Hours per Week
Study Load
Lecturers + consultancies
Principles of Marketing, 14th
edition plus additional
compulsory readings
Strategic Marketing simulation
Applied Marketing
3
Year of
2
Block 1
Study
100 minutes lecture, 100 minutes consultancy
20 hrs
26 hrs
38 hrs
Total 84 hrs
ROM
This course begins with the acquisition of advanced marketing
knowledge, then utilizing student initiative to a practical based
project.
BBA standard
Developing a vision of changes and trends in the external
environment and developing relations, networks and chains.
Contribution to IBMS Profile/Competencies
International Marketing and Sales Management: Level 2
The ability to perform a country analysis on macro, industry and micro
level, to conduct an international market survey in order to assess
foreign market opportunities and competition.
The ability to formulate market-entry strategies, co-ordinate and
control the international marketing (and sales) programme.
Planning and Organising: Level 2
The ability to plan, manage, control and evaluate personal work
activities and group work in projects.
The ability to make use of relevant techniques in his activities to
monitor his own performance.
Ethical Responsibility: Level 2
Understanding of the ethical, normative and social issues related to
the professional practice and accepting the responsibility for his
actions.
Business communication: Level 2
The ability to express himself fluently and correctly in English, both in
speech and in writing.
The ability to lead discussions, express his ideas, make proposals,
draft reports and give presentations.
The ability to make proper use of audio-visual aids in his
presentations.
Dublin Descriptors
1. Knowledge and Understanding
2. Applying Knowledge and Understanding
3. Making Judgements
Relation with other modules/subjects
Potential relation with Finance modules in business plan calculations
of Break Even, and Net Present Value
Learning Track
Marketing is a primary activity in any organisation (profit and nonprofit). In the second semester of year 1 the scope of marketing will
be presented , including analysing the market and consumer behaviour
and theoretical strategy models (IBMSMK108R1).
In the fourth semester of year 1 the four Ps (Product, Price, Place and
Promotion) will be discussed in detail (IBMSMK208R1). This is to a
large extend knowledge driven, although group and individual
assignments will introduce practice driven elements in these modules.
In year two Applied marketing (IBMSMK308R1) deals with the
strategic and international aspects of industrial, consumer and service
marketing. In this module a shift can be seen from knowledge driven
towards student driven; the student will work (in a group) on an
assignment with a topic of his/her choice.
Regarding the position of this module in the marketing program of
IBMS see the document: “Learning track Marketing”.
Starting Level
Propaedeutic phase
Learning Objectives





Describe the process of creating a strategic marketing plan
Create a strategic marketing plan
Analyze and integrate market research results about product,
price, place, promotion and competition
Relate operational aspects of the marketing plan to the
marketing strategy.
Evaluate the effectiveness of the chosen marketing strategy
and adjust accordingly.
Learning Outcomes
On successful completion of this module the student will be able to:
 create a strategic marketing plan, based on a grounded
structure and solid analysis of the external and internal
environment.
 Translate the strategy into an operational marketing plan
containing product, price, place and promotion
 Interpret market research findings, distinguish what
information is relevant, find coherence between the results of
the 4 Ps and draw appropriate conclusions.
 Relate research findings to a marketing strategy, evaluate
critically the effectiveness of a strategy and adjust the
operational marketing plan effectively to strengthen the
strategic position.
Instruction Method(s)
Two hours per week central interactive lecture. Students are
encouraged to participate in class discussions. Two hours per
week group work to fulfil the 8 weekly rounds of the strategic
marketing simulation.
The business simulation is the dominant activity for 8 weeks. The
students compete in teams against one another. One decision is
due each week, with 1 week set aside to prepare a business plan.
The class is a mixture of lectures and simulation activity. One
lecture period each week is set aside for team decision-making.
The main advantage of the course is that the students have more
time to integrate their marketing knowledge and skills in a
simulation model. They have time to reflect on their decisions and
debate the options, tradeoffs, and potential outcomes with their
team members
Assessment
Method(s)
A: General:
Each member of the team has to fulfil a specific function in the
marketing team. Such as General management, Price manager,
distribution manager and promotion manager. The individual grading
will recognize the role the manager played and peer assessment is
part of the grading
B: Marketing Plan
In the marketing plan based upon the market research and competitive
analysis a company strategy is formulated This has to lead to a brand
strategy, price strategy, distribution strategy and promotion strategy.
The amount of data used, the financial outlining (budget), strategic
theories like BCG and the consistency of the respective strategies
determines the score. Each and every student must be prepared to
defend the analysis and the logic behind all of the team’s decisions
and plans.
C: Weekly Executive briefings: (justification of decisions made and
discussed during consultancy hrs)
Meetings containing
1)
performance (market, financial, balanced scorecard)
2)
market analysis (market trends, customer satisfaction,
strengths and weaknesses of each firm)
3)
adjustments in marketing strategy and tactics and their
justification, and
4)
plans and decisions that shape the future.
Each and every student must be prepared to defend the analysis and
the logic behind all of the team’s decisions and plans.
D: Cumulative balance scorecard Q5-Q8 in the game: The final score
needs to be positive (generated by the game)
E: The Executive Final briefing is a reflection on the Marketing plan as
made in week 4 the achieved results and the lesson learned. A peer
assessment needs to be part of the final briefing
The resit will consist of an improved marketing plan and final briefing
Structure Grading See above
Weight
Marketing Plan ............................................................ 30%
Reporting to Executive Board ......................................... 25%
Cumulative Balanced Scorecard for Q 5 through Q 8 ......... 25%
Executive Final Briefing Week 8 .................................... 20%
Total
.......................................................... 100%
Minimum
The 100% score minimum 5,5. Each module needs a minimum of 4
requirement
(Required) Attendancy
Will be used for publication of the course outline, report-, assignmentN@tschool
,essay uploads and portfolio.
Short outline of Educational Unit
Content and planning of lectures
Week
1
Topic of discussion
Introduction module Applied
Marketing
Focus on process of working as
a team to achieve goals
Group work:
Simulation Market place round 1
2
Strategic marketing ,
Introduction
Analyze market opportunities
• Establish corporate goals and
strategic direction
Group work:
Simulation Market place round 2
3
• Marketing strategy—evaluate
tactical options and choose
marketing mix
Group work:
Simulation Market place round 3
- Pricing and price promotions
- Sales force management—number
employed, training, and incentives
- Advertising—ad copy design, media
placement, and ad frequency
• Market research—budget collection of
information
4
International Marketing
management Market
performance—customer opinion
of brand designs, prices,
advertising, and sales force
Group work:
Simulation Market place round 4
Evaluate performance
- Financial performance—profitability
analysis
• Defence of two year marketing
plan
- Goals—marketing and
financial
- Marketing strategy
- Financial strategy
• Evaluate performance—financial, marketing,
and competitive
• Invest in R&D for new technology
• Begin roll out of marketing plan
5
Focus
- Assess team members' skills,
personalities, and work styles
- Set organizational and personal goals
- Organize the work
- Determine how to manage the
organization
- Establish leadership
- Specify and rank order corporate goals
- Write mission statement
- Select target segments
- Establish strategic direction
- Competitor tactics—segments targeted
and selection of marketing tactics
• Revise marketing tactics as needed, and
continue test marketing
Group work:
Simulation Market place round 5
6
Evaluate performance—financial,
marketing, and competitive
• Skilful adjust strategy
Group work:
Simulation Market place round 6
7
- • Manage strategy
• Marketing—make incremental changes in
tactics
- Use activity based costing (ABC) to
evaluate profitability of brands and sales
offices
- Conduct demand analysis to estimate
brand, price, advertising, and sales force
elasticity
- Continuously improve brand features
(R&D)
• Skilfully adjust strategy to unanticipated
competitive moves
Facilities/classroom
Standard classroom facilities including presentation computer / beamer
Literature and Aids
Kotler/Armstrong, Principles of Marketing 14th edition, Global edition
Students are encouraged to also use additional (verifiable) sources for their research
project. Kotler, Ball, Porter, etc. Information can also be found on the Internet and in
(relevant) annual reports.
Strategic Marketing of Marketplace live Simulation Licence for simulation.