| Module Identifier |
MM35210 |
| Module Title |
MARKETING STRATEGY GAME |
| Academic Year |
2002/2003 |
| Co-ordinator |
Mr Tony McGuinness |
| Semester |
Semester 2 |
| Pre-Requisite |
MM30710 |
| Course delivery |
Lecture | 10 Hours |
| |
Practical | 10 Hours involvement in team decisions for 5 periods of the game |
| Assessment |
Semester Exam | 1.5 Hours | 50% |
| |
Semester Assessment | Coursework | 50% |
Learning outcomes
On completion students will:
Be better able to make marketing strategy decisions.
Be able to work more effectively as part of a management team.
Brief description
The module is based on Mason and Perreault's 'The Marketing Game' (TMG), from which you will learn-by-doing, in competing teams. The objective of TMG is for each team, in a dynamic market and facing rivalry from 3 other teams, to make 'profits' by positioning, distributing, and promoting up to 2 products in a segmented market. The structure and parameters of the simulated market are learned by inductive reasoning, based on experiencing the results of marketing decisions taken over six periods of the game.
This module is designed to follow and reinforce what you learned about market orientation and the market mix in MM30710 Marketing Management. It deliberately is based on a different learning style, namely one that is experiential and in teams, so that you are faced with unstructured problem-solving in a context where you can develop inter-personal transferable skills and can reflect on why your team works effectively (or not!).
Aims
1. For students to learn how to develop a marketing strategy in a competitive environment.
2. For students to develop inter-personal transferable skills by engaging in unstructured problem solving in teams.
3. For students to learn what 'market orientation' involves in practice, and what makes management teams work effectively.
Reading Lists
Books
Mason, C and W Perreault. (2001)
The Marketing Game. 3rd edition. Irwin
Hooley, G, Saunders, J and Piercy N,. (1998)
Marketing Strategy and Competitive Positioning. 2nd edition. Prentice Hall. (Refer to this, or a similar marketing text, where necessary to review concepts such as market segmentation, target marketing and positioning)