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 organisations, both profit and not-for-profit, realise that they have to offer their customers a unique value if they want to be and remain successful. This requires an organisation to make choices. What value does the organisation want to provide and what value is the organisation 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 in a business simulation 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 offers a very practical approach to strategic (marketing) management, which includes financial analysis and planning. In teams you will run a very realistic and challenging business management simulation. Your team manages a firm in the set-top industry and will compete with other teams in the class (these are your competors in the industry). Your goal is to improve your firm's long-run financial performance. Flanking assignments will add to the business experince. The performance of your team in the simulation will be evaluated via a multi-factor, balanced scorecard evaluation system that includes financial, operational, and customer-facing performance metrics, as well as trough your achievement in the flanking assignments. Will you be in the winning team at the end of the week?
We are currenlty planning on teaching this course in a physical setting. If this changes we will inform you via this page and via email.
Bart Toering, MSc
This course is an interesting challenge for students in bachelor programs on Business Administration, Marketing, and Finance, and 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).
The Students' Fee ( = discounted price) applies to all students currently enrolled in a Bachelor, Master or PhD programme and to 'Fresh Alumni' of any of these programmes. If this applies to you and you therefore believe that you are eligible for the discounted student fee, please include this in your motivation.
Housing through: Utrecht Summer School.