Strategic Marketing Simulation
Formation
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Description
-
Typologie
Formation
This seminar is based on a
simulation game (Markstrat) and emphasizes various marketing issues
including: Market research information. An extensive set of market
research studies are available. The issue for you will be to know which
ones you need, and how to use them. Those studies includ…
Les sites et dates disponibles
Lieu
Date de début
Date de début
Les Avis
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Un lieu impressionnant qui inspire la création de nouveaux dirigeants.
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Évaluation de la formation
Recommandée
Évaluation du Centre
Bruno Sanfins
Les matières
- Marketing stratégique
- Analyse marketing
Le programme
- Strategic Marketing Simulation
Strategic Marketing Simulation Elective Courses
Overview
This seminar is based on a simulation game (Markstrat) and emphasizes various marketing issues including:
- Market research information. An extensive set of market research studies are available. The issue for you will be to know which ones you need, and how to use them. Those studies include a benchmarking study, an awareness survey, purchase intentions, shopping habits, a consumer panel, a distribution panel, semantic scales, perceptual mapping, market forecast, competitive advertising estimates, competitive sales force estimates, a sales force experiment, an advertising experiment and a conjoint analysis.
- Segmentation issues in the formulation of marketing strategies. Several segments will be considered with different needs and behavior. New ones will emerge in a second market. You will have to take various types of data into consideration to decide which consumers should be targeted.
- Positioning issues in the formulation of marketing strategies. The perceptual map which graphically represents brand similarities and preferences is instrumental to illustrate the importance of positioning considerations in the design and monitoring of marketing strategies. It is complemented by a semantic scale study. You will need to go beyond the analysis stage to make your positioning decisions.
- Product Line Management. The possibilities of managing and expanding a product line through the modification of existing brands and the introduction of new ones. You will manage a product portfolio and develop new product/market strategies. In addition, you will deal with the interaction between marketing and R&D to develop products with specific physical characteristics that need to lead to superior value as perceived by consumers.
- Competition. Under the actions of competing firms, product/markets will follow different life cycles. You will be able to create a new market that will introduce new marketing challenges. In addition, firms may obtain productivity gains through experience effects. Finally the economic environment may be subject to changes in the GNP growth rates and inflation rates, as well as price controls.
- To conclude, marketing phenomena are intricate and strategic alternatives are so varied (for instance in terms of product/market choices) that learning behavior, rather than “gaming” behavior, is adopted by participants. This is reinforced particularly by the availability of extensive market research data.
Learning outcomes
This seminar attempts to:
- Introduce a long-term perspective away from short-term goals or operational issues.
- Provide tools/methods to solve business problems.
- Show how businesses should anticipate and create opportunities.
- Present concepts and models to develop strategic alternatives.
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Strategic Marketing Simulation