B2C-Marketing: Markstrat Simulation Game, Übungen von Marketing

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B2C-Marketing:

Markstrat Simulation Game

WS 2015/

Markstrat Simulation Game: Typical questions you will be facing

as a marketing manager in the near future…

How to develop a segmentation,

targeting and positioning strategy for

a certain product?

How to thoroughly make day-to-day

operational decisions for marketing

mix variables?

How to skilfully analyse and use

market data and research studies to

inform your marketing decisions?

Class Schedule „Markstrat Simulation Game“

Date Time and Place Topic/Assignment Monday Oct 19th^ From 1.00 pm Download Markstrat participant handbook from Moodle Friday Dec 4th 9.00 am – 5.00 pm, tbd Markstrat day I Saturday Dec 5th 9.00 am – 6.00 pm, tbd Markstrat day II Friday Dec 11th Until 8.30 am Strategy presentation due 8.30 am – 6.00 pm, tbd Markstrat day III Friday Jan 15th^ Until 12.00 pm Final report due

Textbook for Markstrat Larréché, J.-C.; Gatignon, H.; Triolet, R. (2010). Markstrat Participant Handbook.  in Moodle Cases  in Moodle

Mandatory Readings

Recommended Readings for Case Study Assignments

Ford and the World Automobile Industry in 2012 ( Submission date: Mon, Okt 26 th ):  Grant, R. M. (2013). Contemporary strategy analysis: text and cases, 8. Aufl., Chichester, p. 4-21 & 59-78).  Electronic copy of chapters in eSeminarapparat „B2C Marketing“ (https://semapp.ub.uni- paderborn.de/semester; Password: marketing) The Launching of the Super Bock “Mini” ( Submission date: Tue, Nov 17 th )  To be announced

Write an e-mail to: [email protected] Registration in Moodle is necessary to take the class! Registration:  Link: https://moodle-econ.uni-paderborn.de/  If you are new to Moodle, create a new account: Login: „Neuen Zugang anlegen?“  Register for the course B2C-Marketing WS 15/  Password: B2CWS  Deadline for registration: Monday, 26th of October until 12 pm (Please not that your first assignment is already due on Monday, 26th of October, 11 a.m.)

Registration