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Market Driving Strategies Europe & Asia Campus Profs. Z. Carmon, J. Niessing, S. Sweldens Course overview This course examines different Marketing-led strategies to develop and grow a business. It is a unique opportunity for participants to apply concept and tools from various core courses and sharpen their managerial intuition by developing and implementing a growth strategy for a business in a competitive market environment, using the MARKSTRAT 3 simulation. At the end of the course, participants will be able to better See and sense market changes, Understand various growth options and formulate growth strategies, Develop a marketing plan and justify marketing in terms of its contribution to shareholder value Course format Case discussions and lectures complement MARKSTRAT Evaluation based on class participation, MARKSTRAT performance, and group reports related to MARKSTRAT Target audience General managers, marketing managers, consultants, entrepreneurs