The Markstrat Simulation Challenge
Markstrat is a strategic interactive marketing simulation which offers MBA students and professionals a risk-free platform to test theories and make decisions. In this marketing strategy simulation game every aspect is real: from competitive forces to the effects of sales, distribution, R&D and advertising, segmentation, positioning, market research, etc. Each team’s actions will have direct consequences on the market, thus competitive analysis is a must. Competitor actions and reactions, new product launches, sales and distribution strategies all define how teams will manage their own product portfolio, R&D projects, positioning, pricing and distribution channels.
Teams must plan not only for short-term profits, but also for long-term objectives; this simulation is not only about tactical marketing decisions, but also long-term strategy.
Course Objectives
Markstrat is a strategic interactive marketing simulation which offers MBA students and professionals a risk-free platform to test theories and make decisions. In this marketing strategy simulation game every aspect is real: from competitive forces to the effects of sales, distribution, R&D and advertising, segmentation, positioning, market research, etc. Each team’s actions will have direct consequences on the market, thus competitive analysis is a must. Competitor actions and reactions, new product launches, sales and distribution strategies all define how teams will manage their own product portfolio, R&D projects, positioning, pricing and distribution channels.
Teams must plan not only for short-term profits, but also for long-term objectives; this simulation is not only about tactical marketing decisions, but also long-term strategy.
Course Objectives
- Learn fundamental strategic marketing concepts.
- Experience essential marketing tools, such as: marketing plan, perceptual mapping, conjoint, regression, portfolio analysis.
- Master market and competitive analysis.
- Combine tactical implementation with long-term strategy.
- Broaden the long-term focus.