Marketing Game

Principles of Marketing, Corporate Strategy, Commercial Management.

Theoretical- and practical classes, using the SIMBRAND’s Cesim simulator. Analysis and discussion of the decisions made by the different teams in each of the simulation plays.

Powerpoint slides, made available to students in advance.

It is intended that students think about the various marketing problems in an integrated way, highlighting the nature of system of its decisions. Thus, it seeks to support the reasoning and analytical skills of the students, being these faced with situations as close as possible to reality, in which they have, in the face of a dynamic and, at times ambiguous, of identifying situations, applying knowledge, anticipating  developments, taking decisions, gather results and learn lessons.

Students must make decisions that range from the formulation of global strategies to functional planning.

of marketing, mainly focused on marketing decisions (extensively explored), as well as on the of production. This “real” experience of interconnection between functions in the company will be very important, given the comprehensive and integrative nature of the simulation, as well as experience in managing and participating in a group of work.

1 – Fundamental Marketing Concepts

1.1. Brief review of fundamental marketing concepts

1.2. Marketing links to other functional areas

1.3 From company strategy to strategic marketing.

1.4. Simulation methods in marketing.

2- The Simulator and simulation in marketing

2.1. Introduction to the simulator

2.2. First simulations and analysis of experimental decisions

2.3. Consolidation of knowledge of the game and start.

2.4. Decisions in the simulator and implementation of the marketing policy in the company.

2. 5. Analysis of the results of decisions in eight successive years and their discussion.

2.6. Game balance and learning synthesis.

3- Simulation in marketing with cases

3.1. Case I: process of launching a new product.

3.2. Case II: internationalization and branding.

4- The Marketing Plan

4.1. The marketing plan as a marketing management tool.

4.2. Preparation of a marketing plan.

4.3. Application of the Marketing Plan to the business reality

NAO

Fundamental:

Dibb, S., Simkin, L., Pride, W, and Ferrel, O. (2019), Marketing Concepts and Strategies, 8th. ed., Cengage Learning

Manuais de Referência do SimBrand (disponíveis na área da UC no InforEstudante)

Wood, M. (2017), The Essential Guide to Marketing Plan , 4th ed., Pearson, Prentice-Hall.

Additional:

Lindon, D., Lendrevie, J., Dionísio, P. e Rodrigues, JV (2015) Mercator XXI: Teoria e Prática do Marketing, Publicações D. Quixote.

McDonald, M. , Wilson, H. (2016), Marketing Plans -How to Prepare Them, How to Profit from Them, 8th edition, John-Wiley and Sons Inc.