Marketing in action

Strategic marketing, competitive environment, market research, customer value, innovative versus established markets, first mover advantage, segmentation, targeting, and positioning, marketing mix, timing and budgetary issues.

Additional information:
Lectures provide an explanation of the new product development and marketing game that follows the lectures.

The aim of this course is to teach students how firms take strategic marketing actions based on insights from market research. In a substantial portion of this course, students play a strategic marketing game and experience the outcomes of their decisions in a simulated setting. The game requires students to interpret market research studies, to develop new products, and to manufacture and launch them in a market in the presence of competition. It offers a unique opportunity to practice and improve decision making capabilities in a realistic but risk-free setting, before dealing with such decisions in a real business environment.
Upon course completion, students should be able to: understand the importance and contribution of innovation to company goals, interpret market research studies about customer and competitor behavior, understand the impact of tradeoffs in marketing decisions due to budget restrictions, develop a strategy for creating new products.

You must meet the following requirements

• Registered for a degree programme other than
• HBO-TOP Applied Physics
• Completed all course modules listed below
• New product marketing (1ZEUA0)

• Lecture slides