The objective of this strategy simulation course is to develop strategic thinking in a global marketing context. Emphasis is put on the computer simulation game, Country Manager, which will help you develop hands-on skills of how to make international marketing decisions. During the course, you will play the role of a responsible manager of a major commodities company and you will develop a regional market entry and expansion strategy for Asia. You will simulate eight trading years and key decisions that you will have to take concern which countries to enter, entry mode, targeting segments and aspects of marketing mix (price, promotion, place and product).
Language of instruction
By the end of this course students should be able to:
· Appreciate critical decisions in international marketing
· Identify key concepts of marketing strategy in a global environment
· Use appropriate tools for the development of global marketing entry and expansion strategies
Please note that the first session is mandatory. If you do not attend the first session, you will be de-registered from the course. In order to obtain a grade for the course, students must attend at least 80% of the course. An absence of 4 hours is permitted, although it might have negative implications on your participation grade.
Teaching approach for this elective consists of a mix of lectures, group projects and a computer simulation game.
· Quiz on the mechanics of the simulation (10%)
· Class participation (10%)
· Presentations (20%)
· Executive Summary Report (20%)*
· Final Report (20%)*
· Game Performance (20%)*
*Peer rating to minimize free-riding: Each team member will evaluate the performance of all other members at the end of the course. If a student receives a consistently low group evaluation, this will be negatively reflected in his/her individual grading. The opposite may also occur, i.e., excellence will be rewarded as well.
Grading Scheme (Total 100pts):
100-90 pts - 1
89-80 pts - 2
79-70 pts - 3
69-60 pts - 4
below 60 - failed
You can reach the lecturer via email: firstname.lastname@example.org