Advanced Strategic Marketing

Advanced Strategic Marketing.

Content.

The main difference with the Strategic Marketing Simulation lies with more complex market research data, greater number of regions to enter and more options in brand design and advertising. The simulation covers:

Market opportunity analysis Brand development Advertising Pricing Sales force management Profitability projections and analysis.

Storyline.

A large, international electronics firm has decided to enter the microcomputer business. It has formed a new PC Marketing Division to pursue this business opportunity. Your students have been asked to manage this PC Division. They will have limited financial resources and complete accounting responsibility. They will be introducing a new line of microcomputers into twenty international markets. They have control of the PC Division for the next several periods (quarters). Within this time frame, Headquarters expects to see a self-sufficient and profitable division.

Target courses.

Marketing Strategy, Marketing Management and Capstone Marketing courses.

Time frame.

8 rounds – each round takes 30 to 2 hours per student.

Grading.

Grading is based on the balanced scorecard that measures profitability, customer satisfaction, market share in the targeted market segments, preparedness for the future and wealth.

Play options.

Your students can compete against their peers.

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