The Marketing Plan and Markstrat course aims to engage students in an active and practical way. Indeed, the course The course consists in the application, through an online simulation, of the strategic and tactical decisions that a marketing manager typically takes. The course will encourage students with different knowledge to work together in order to understand the importance of different backgrounds in taking original and successful business decisions.

• Knowledge and comprehension ability: By the end of the course students will have developed ability to comprehend the link between the value generated for the customer, breadth and quality of market relationships. • Ability to apply knowledge and comprehension: Such abilities will be acquired through the discussion of conceptual models and the development of applied project during the course. • Autonony of judgment: By the end of the course students will have acquired ability to analyse problems and identify information needed to solve them. Specifically, students will have acquired critical thinking, problem-solving skills and team working skills as well as and ability to relate with others. • Ability to communicate: By the end of the course students will have gained adequate competencies and tools to manage and transmit data and information to both specialist and non-specialist audiences. • Learning ability: The course mainly aims to develop methodological capabilities, cognitive tools and capabilities that allow the students to know the marketing techniques and adapt them to each specific context.

The main course contents are: - How consumer insights tie into strategic marketing decisions • advanced marketing segmentation targeting and positioning • product, price, communicationa and channel management • marketing planning and performance measurement

Larréché J-C., Gatigon H., Triolet R. (2016) “Markstrat’s Partecipant Handbook – Strategic Marketing – Consumer Goods”

A few lectures and much group work on the markstrat simulation

Peer Evaluation: 10%; Performance on Markstrat: 40%; Midterm: 20%; Final Exam 30%

More precise directions on how and what theses will be awarded will be provided at the course level.