Integrating Marketing Concepts in Competitive Decision Making — A Case Study
Keywords:
marketing development, case study, business simulation, student competition, marketing concepts, decision making, market segmentation, product management, CapStone(R)Abstract
Students experienced applying Marketing concepts while making decisions in multiple disciplines (including Marketing, R&D, and Production) in a Competitive Decision-Making course. Marketing students competed to achieve desired performance outcomes (such as, Market Share, ROS, and Cumulative Profit) in a realistic business simulation. Marketing students applied an array of ten traditional Marketing concepts in this experiential course: 1. Market Scaling; 2. Market Segmentation; 3. Product Pricing; 4. Product Ageing; 5. Product Positioning; 6. Product Reliability; 7. Promotions Budgets and Media Selection; 8. Sales Staffing and Channel Selection; 9. Market Research; and 10. Sales Forecasting.
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Published
2020-12-30
How to Cite
Manion, M. T., & Akowuah, L. (2020). Integrating Marketing Concepts in Competitive Decision Making — A Case Study. Journal of Marketing Development and Competitiveness, 14(5). Retrieved from https://articlearchives.co/index.php/JMDC/article/view/4625
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