Download Market Driving Strategies

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