Course Outline

Programme: PGDM/PGDM-IB (FMG25/IMG-10)

Name of the Course: Marketing Strategy With Markstrat Software Credit:1

Term: 4 Academic Year: 2017-18

Faculty: Professor Kartik Dave Email: davekartik123@gmail.com

Introduction:
The Marketing strategy course based on Markstrat simulation provides a platform for testing
theories and making decisions. From competitive forces to the effects of sales, distribution, R&D
and advertising, every aspect is real. Teams get their results at once, and use it to refine their
decisions over time. Each team competes against the others to successfully pilot their company
over a multi-year period. The name of the game isn’t just tactics, but long-term strategy. Because
decisions are made over a six-to-twelve year period, teams are forced to not only plan for short-
term profits, but long-term objectives.

Objectives:
 To expose the students to some of the important decisions involved in the marketing
function and help them appreciate the inter-linkages between the various factors
impacting such decisions
 To help students apply and use the theoretical concepts learned in real life business
situations
 To impart an understanding of the role and importance of marketing metrics and to equip
students with a cross section of metrics which they can use for measuring effectiveness or
for preparing future marketing plans
 To impart an understanding of the concept of marketing dashboards and the process for
developing customized dashboards for organizations.

Reference Books:
West, Ford and Ibrahim (2010), Strategic Marketing: Creating Competitive Advantage, 2nd
edition, New Delhi: Oxford University Press

Additional Readings:

 Kumar, N. (2004). Marketing as Strategy: Understanding the CEO's Agenda for driving
Growth and Innovation. Harvard Business Review Press.

 Aaker, D. A. (2008). Strategic market man;agement. John Wiley & Sons.

 Course Structure and Pedagogy:
This course is designed from the practitioner’s point of view and aims to take the students as
close to real life business decision making scenarios as possible. Therefore the pedagogy most
suited for this purpose is to use a marketing simulation in which the students themselves prepare
plans and make decisions required to take their business forward. They have to base their
decisions on given data and resources while at the same time competing against uncertain
environments and live competition from other teams. In addition to the simulation, the course
will also be supported by lectures and case discussions on specific aspects of marketing planning
and decision making.

Since each team’s actions directly influence the market, competitive analysis is a must.
Competitor actions and reactions, new product launches, sales and distribution strategies all
define how teams manage their own product portfolio, R&D projects, positioning, pricing and
distribution channels. Teams also have to use market research insights while making their
decisions. The competition is real, but so is the teamwork. Participants not only learn from the
simulation, but the peer learning is equally important with high degree of motivation, enthusiasm
and energy. The performance in the market place is crucial and reflects the component of
learning.

Evaluation Component and weightage:

Quiz : 05%

Group’s performance on Markstrat : 30%

Individual contribution and participation : 10%

Group presentation : 15%

End Term exam : 40%

Total : 100 marks

Session Plan:

Session No. Topics Assigned

reading/tasks
1-2 Strategic Marketing: An overview Material will be
circulated

3 Markstrat and Familiarization with Reading:

screens Chapter 1 to 4 :
B2C Markets Markstrat handbook
4 Reading:
Chapter 5 :Markstrat
performance handbook

Marketing decision inputs for Period 1, Intro 2,and

Marketing decision inputs for period 2.Analysis of market
research and performance reports by each firm.

Quiz
5-6 Leveraging Research Insights: Reading:
Templates for
zation and Application of market research data in developing the
marketing planning and decision making Marketing plan

Marketing decision inputs for Period 3

7-17 Off Classroom

Marketing decision inputs for periods 4-9

Feedback after each round to be provided by the instructor

18-20 Group presentations on experience