Estonia, Utrecht (NL)

The Right Target; Management Game Strategic Marketing

when 10 August 2015 - 14 August 2015
duration 1 week
credits 2 ECTS
fee EUR 655

Competitive marketing strategy programme; promising hard work and real-time experiences. 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-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?

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 wants to provide and what value is the organization able to provide? This also implies the exclusion of activities. Strategic marketing deals with this selection process involved.

In this course participants 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. In teams you run a challenging marketing simulation. Your team manages a firm in the set-top industry and will compete to 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?

Wondering what participants of previous years think about the course? Read the experiences below!
‘I have improved myself and exchanged ideas and experiences with my classmates’ (student from US).
‘The direct application of knowledge to your own company was very useful’ (student from Japan).

Course leader

Jelly J. Offereins

Target group

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 a strong interest in business. A good command of English is necessary.

Course aim

This course aims to provide you the opportunity to put your decision-making competences to the test, in an international, sometimes hectic environment. At the end of the course you have experienced your own strengths and weaknesses in the field of coordinating and cooperating in an international team in general, and in strategic marketing management in particular.

Credits info

2 ECTS
Certificate of Attendance

Fee info

EUR 655: Course + course materials + housing
EUR 455: Course + course materials

Scholarships

The Utrecht Summer School does not offer scholarships for this course.

Register for this course
on course website