|| MM35210 |
|| MARKETING STRATEGY GAME |
|| 2006/2007 |
|| Mr Tony McGuinness |
|| Semester 2 |
|| MM30710 |
| Course delivery
|| Lecture || 10 Hours. |
|| Practical || 10 Hours. involvement in team decisions for 5 periods of the game |
|Assessment Type||Assessment Length/Details||Proportion|
|Semester Exam||1.5 Hours ||50%|
|Semester Assessment|| Coursework ||50%|
|Supplementary Exam||1.5 Hours ||50%|
|Supplementary Assessment|| One piece of previous or new coursework||50%|
Learning outcomesOn successful completion of this module students should be able to:
be better able to make marketing strategy decisions.
work more effectively as part of a management team.
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.
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!).
Introduction and team formation to The Marketing Game (TMG)
Market segmentation and positioning in TMG
Promotion, service and channel management in TMG
Profitable competitive advantage: performance indicators and diagnosis in TMG
Play TMG (2 weeks)
Issue and brief for assessed coursework
Review: marketing strategy and TMG
Hooley, G, Saunders, J and Piercy N, (2004) Marketing Strategy and Competitive Positioning
3rd edition. Prentice Hall. (Refer to this, or a similar marketing text, where necessary to review concepts such as market segmentation, target marketing and positioning)
Mason, C and W Perreault (2001) The Marketing Game
3rd edition. Irwin
This module is at CQFW Level 6