Homburg, Christian (2016), Marketingmanagement, 6. ed., Wiesbaden.
|Content of teaching|
Using Markstrat, a marketing strategy business game, students work in groups representing a company that competes on a simulated market against the other groups' companies.
The total workload for this course is approximately 45.0 hours. For further information see German version.
- are able to operate the strategic marketing simulation software "Markstrat"
- are able to take strategic marketing decisions in groups
- know how to apply strategic marketing concepts to practical contexts (e.g. for market segmentation, product launches, coordination of the marketing mix, market research, choice of the distribution channel or competitive behavior)
- are capable to collect and to select information usefully with the aim of decision-making
- are able to react appropriately to predetermined market conditions
- know how to present their strategies in a clear and consistent way
- are able to talk about the success, problems, critical incidents, external influences and strategy changes during the experimental game and to reflect and present their learning success
Non exam assessment (following §4(2), 3 of the examination regulation).
Marketing Strategy Business Game
Prof. Dr. Martin Klarmann