Marketing in action

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. Topics of interest that will be discussed are: 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.

After this course the student is able to:

• Discuss the core concepts of (strategic) marketing to company goals.
• Discuss the importance and contribution of innovation to company goals.
• Interpret market research studies about customer and competitor behavior.
• Explain 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