The course covers the foundations of strategic marketing and their application in the MARKSTRAT simulation environment. Students will engage with market analysis, customer segmentation, targeting, positioning, brand management, pricing, communication strategy, sales force decisions, portfolio management, and innovation. Particular attention is given to the interpretation of market research, competitor analysis, perceptual maps, key performance indicators, and the relationship between marketing decisions and financial outcomes. The course also addresses strategic adaptation over time, critical reflection on decision-making, and the managerial challenges of teamwork in a competitive setting.

Upon successful completion of this course, students will be able to demonstrate the following competences:

• Subject-specific competences
  Students will understand core concepts and instruments of strategic marketing, including segmentation, targeting, positioning, branding, pricing, communication, distribution, and innovation. They will understand how marketing decisions influence customer perceptions, competitive positioning, and firm performance.
• Methodological competences
  Students will be able to interpret and apply key marketing tools, such as perceptual maps, market research reports, portfolio analysis, and performance indicators, in order to support strategic decision-making. They will be able to analyse markets and competitors, develop and adapt a strategic marketing plan, and evaluate trade-offs between short-term and long-term objectives.
• Social competences
  Students will be able to communicate strategic analyses and decisions clearly in written and oral form and work effectively in teams in a competitive environment.
• Self-competences
  Students will be able to make decisions under conditions of uncertainty, incomplete information, and time pressure, and reflect critically on the outcomes of their decisions.

For the individual appointments, compulsory attendance is mandatory! If there are important reasons, the absence of 2 hours is possible. According to the WU examination regulations, important reasons are all those that are beyond the control of the student (e.g., accident). Professional obligations are not considered an important reason in the sense of the examination regulations, as these are in the disposition of the students.

The course is designed as an experiential learning format centered on the MARKSTRAT simulation. It combines short conceptual inputs, guided analysis of simulation reports, team-based decision-making, presentations, and structured reflection. Students are expected to prepare thoroughly before the simulation begins, engage actively in their teams throughout the decision rounds, and use feedback from results and discussions to refine their strategy over time. The course places equal emphasis on strategic thinking, analytical discipline, and the ability to explain and defend decisions in a professional manner.

Final grades in this course are based on the following components: exam/quizzes (20%), initial report and strategy memo (15%), MARKSTRAT performance (15%), MARKSTRAT interim presentation (15%), discussant role during the interim presentation (10%), and the final assignment (25%).

The assessment design reflects the experiential nature of MARKSTRAT. It is intended to reward not only competitive performance in the simulation, but also careful preparation, analytical rigor, strategic reasoning, effective communication, and critical reflection.

Grading Scale:

90% - 100%: 1 (excellent)
80% -   89%: 2 (good)
70% -   79%: 3 (satisfactory)
60% -   69%: 4 (sufficient)

• After registration and admission to the course, attendance at the first class session is compulsory.
• Any places that become available due to the absence of registered students will be allocated to non-registered students who are present, in accordance with their position on the waiting list.

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Dr. Margit Kastner: margit.kastner@wu.ac.at