| CODE | MRK4081 | |||||||||
| TITLE | Marketing Simulation | |||||||||
| UM LEVEL | 04 - Years 4, 5 in Modular UG or PG Cert Course | |||||||||
| MQF LEVEL | Not Applicable | |||||||||
| ECTS CREDITS | 6 | |||||||||
| DEPARTMENT | Marketing | |||||||||
| DESCRIPTION | The decision content of this strategic marketing simulation includes market opportunity analysis, brand development, advertising, pricing, and sales force management decisions. It also includes projections and profitability analysis decisions. Study-unit Aims The primary aim of this study unit is to make the participants understand that decisions in marketing cannot be taken piecemeal and that each member should work with the rest of the group if the organisation’s objectives are to be met. This will be achieved through their participation in a Strategic Marketing Simulation. This simulation allows the participants to develop and execute a complete marketing strategy, including brand design, pricing, and copy design, media placement, distribution, and sales force management. Learning Outcomes 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: (1) Show understanding of the impact of strategic decision making on marketing and financial performance; (2) Show comprehension of how to deliver what customer wants and what is best and optimum for the company’s bottom line; (3) Understand the balance between long-term versus short-term objectives; (4) Demonstrate an understanding of the Marketing Mix variables, segmentation and positioning strategies, marketing research tools and marketing as a profit centre; (5) Understand the behaviour of competitors and intra team dynamics. 2. Skills: By the end of the study-unit the student will be able to: 1. Use factual data versus intuition in the strategic making process; 2. Analyse data taking into consideration all available data in a given time period; 3. Use the analysis rightly in strategic decision making process; 4. Deal with competition; 5. Deal with information overload; 6. Manage his time more skillfully. Main Text/s and any supplementary readings Various textbooks from other Marketing topics will be referred to. - Mason C.H. & Perreault Jnr. W. - (2002) - The Marketing Game, Mc. Graw Hill Irwin. ISBN 9780 2561 39884. |
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| ADDITIONAL NOTES | Reassessment of this study-unit is 100% Examination. | |||||||||
| STUDY-UNIT TYPE | Lecture | |||||||||
| METHOD OF ASSESSMENT |
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| LECTURER/S | Peter Calleya Emanuel Said |
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2025/6. It may be subject to change in subsequent years. |
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