Unfortunately, this course is cancelled this summer due to COVID-19 regulations. We expect to offer this course again next year.
Plan, implement and evaluate an international brand marketing strategy within a realistic simulated environment. In this course, participants work as a marketer in a small decision-making unit of a manufacturer within a competitive industry. Your goal is to improve your firm's long-term financial performance. The performance of your team will be evaluated via a multi-factor, balanced scorecard evaluation system that includes financial, operational, and customer-facing performance metrics. Will you be in the winning team at the end of the week?
More and more organizations, both profit and not-for-profit, realize that they have to offer their customers a unique value if they want to be and remain successful. This requires an organization to make choices. What value does the organization want to provide and what value is the organization able to provide? This also implies the exclusion of activities. Strategic management and marketing deal with the selection process involved.
You will work as a marketer in a small decision-making unit of a manufacturer within a competitive industry. Participants are faced with planning, implementation and evaluation processes, involving ongoing marketing, competitive and financial analysis, as well as coordination of marketing programs and operations capabilities (capacity and inventory management, sales forecasting and so on). These efforts lead to the development of marketing strategies which are implemented within short-term and long-term marketing plans.
This course has a very practical approach to strategic (marketing) management, which includes financial analysis and planning . In teams you will run a challenging marketing management simulation. Your team manages a firm in the set-top industry and will compete with other teams in the group. Your goal is to improve your firm's long-run financial performance. The performance of your team will be evaluated via a multi-factor, balanced scorecard evaluation system that includes financial, operational, and customer-facing performance metrics. Will you be in the winning team at the end of the week?
Bart Toering, MSc
This course is an interesting challenge for students in bachelor programs on Business Administration, Marketing, and Finance, but is also open to bachelor and master students in other fields, as long as you have some background or interest in business. A good command of English is necessary.
This course aims to provide you with the opportunity to put your decision-making competences to the test, in an international, and sometimes hectic environment. At the end of the course you gained insight into your own strengths and weaknesses in the field of coordinating and cooperating in an international team and in strategic (marketing) management in particular.
50 hr(s) lectures/field excursions + assignments (self-study).
Housing through: Utrecht Summer School.