Marketing Strategy Business Game

Homburg, Christian (2016), Marketingmanagement, 6. ed., Wiesbaden.

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.

• Please note that only one of the courses from the election block can be chosen in the module.
• Please note: The number of participants for this course is limited. The Marketing and Sales Research Group typically provides the possibility to attend a course with 1.5 ECTS in the respective module to all students. Participation in a specific course cannot be guaranteed.
• In order to participate in this course, you need to apply. Applications are usually accepted at the start of the lecture period in summer term. Detailed information on the application process is usually provided on the website of the Marketing and Sales Research Group (marketing.iism.kit.edu) shortly before the lecture period in summer term starts.

The total workload for this course is approximately 45.0 hours. For further information see German version.

Students

- 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).