Competitive Analysis & Strategy

Assistant Professor

This course focuses on marketing strategy simulation where every aspect is real: from competitive forces to the effects of sales, distribution, R&D and advertising. Each action will have direct consequences on the market, thus competitive analysis is a must. Competitor actions and reactions, new product launches, sales and distribution strategies all define how the user will manage their product portfolio, R&D projects, positioning, pricing and distribution channels.

Users must plan not only for short-term profits, but also for long-term objectives.

Markstrat simulation is designed for teaching strategic marketing concepts and decisions, such as:

  • Market segmentation
  • Product strategies
  • Marketing mix
  • R&D
  • Finance
  • HR
  • Production
  • Distribution
  • Market research

Learning outcomes from the course:

  • Understand fundamental strategic marketing concepts
  • Experience essential marketing tools, such as: marketing plan, perceptual mapping, conjoint, regression, portfolio analysis and ┬áthe simulation stategy tool: MARKSTRAT
  • Master market and competitive analysis
  • Combine tactical implementation with long-term strategy
  • Broaden the long-term focus