To become successful, entrepreneurs should have the ability to deliver superior customer value, thereby outperforming their competitors in the eyes of the consumer. This requires a proper and well-thought marketing strategy that guides managerial decisions. After this course, students should be able to (i) properly analyze market and firm information, (ii) use this information to formulate an appropriate marketing strategy to improve firms' long-term competitive position, and (iii) develop a coherent implementation plan with tactical decisions to execute these strategic objectives. For this purpose, the course offers students a comprehensive framework to integrate the many elements embedded in the marketing strategy literature that leads up to formulate and execute new strategic directions within a firm. It is a combination of thorough theoretical knowledge and a hands-on company experience with the objective to make and support the necessary management decisions to create and sustain a competitive firm advantage.
This course is split up in 2 main blocks that are evaluated independently. Part 1 is a big team project based on the business simulation game Markstrat© that provides students with the opportunity to practice and improve their decision making capabilities. Part 2 discusses a number of state-of-the-art contemporary challenges in strategic marketing surrounding many companies competing in an international business arena.|
PART 1. The first part of the course starts with a plenary weblecture to introduce the Markstrat© game. This simulation game is intended to use the insights and tools learned in basic marketing courses to make strategic marketing decision for a hypothetical firm in a simulated environment. The project consists of several successive strategic marketing decisions that each team has to make, and every team needs to write a marketing strategy report to motivate their strategic decisions using the marketing concepts from basic marketing courses. We offer a combination of lectures and tutorials to guide students through the various decision phases in the simulation game. The project grade will be based on both the team performance in the simulation (20%) and the strategy motivation report (2%). Individual peer evaluation (10%) will be used to determine the individual contribution of each team member to the strategic decisions and reports. This part of the course determines 50% of your final course grade, and students need a grade of at least 5.5 to pass this part of the course.
PART 2. The second part of the course uses a series of plenary course lectures dealing with selected topics on a number of key marketing strategy issues that are not yet covered in other master courses. These topics include, among others, the managerial decision-making process, innovation, strategic pricing, corporate social responsibility and customer experience. This part of the course is evaluated based on a (closed book) written exam that counts for the remaining 50% of your final course grade. Again, students can only pass this course if their grade on this part is at least a 5.5.
This course is taught in English for the following student programs:
We make no distinction between English or Dutch students in this course. However, if you want to write the team reports in Dutch, you have to make sure you team up with only Dutch students for the team assignment.
- Master Marketing Analytics;
- Master Marketing Management;
Marketing I, Marketing II & Marketing Research
Type of instructions
Lectures + weblectures + guestlectures + tutorials + team project meetings
Type of exams
Written exam (50%) and Project (50%)
- Session sheets (teacher's course notes) and assigned readings
RESIT & REPEATER RULES:
The course grade is based on the course project (50%; 40% team + 10% individual contribution) and the exam (50%). Students pass the course if they pass both the team project (grade > 5.5) and the exam (grade > 5.5).
Resitters within the same academic year: if students fail only one of both parts, you only have to take a resit for the part that you failed. The grade of the other part will be transferred within the same academic year, but NOT to the next academic year!
Repeaters in the next academic year: The course grade is again based on the project (50%) and the exam (50%), and students need a grade >5.5 on both parts to pass the course. If you already passed one part of the course in the previous academic year (either the team project or the exam), you can request an exemption for this part in the first lecture week (see instructions on Canvas!). If approved, you only have to redo the part you did not pass yet. Note that to calculate your final grade, a grade of 5.5 is assigned to the part that was exempted (which accounts for 50% in your final grade).