Entry requirements

A Bachelor's degree, equivalent to a Swedish Kandidatexamen, from an internationally recognised university. Also required is 90 credits in business studies. Proficiency in English.

Learning outcomes

This is an integrative course that allows you to apply marketing theories and concepts to “real world” situations. The broad goal of the course is to develop your analytical skills with respect to developing market strategies for firms.

After participating in the course the student will be able to:

• Evaluate and contrast perspectives on market strategy.

• Analyse a firm’s current situation through applying internal and external analyses.

• Build a market strategy through integrating concepts like product life cycle, adoption, segmentation, branding, pricing, distribution, and market communication.

• Explain alternative ways to measure the outcome of market strategies.

• Develop and present a market strategy.

Content

The goal of the course is accomplished through lectures and discussions based on playing the business simulation, Markstrat. Markstrat offers students a platform for testing theories and making decisions. From competitive forces to the effects of sales, distribution, R&D and advertising, every aspect is real. Teams use results to refine their decisions over time.

Each team of three to four participants competes against each other to successfully pilot their company over a multi-year period. The name of the game isn’t just tactics, but long-term strategy. Because decisions are made over an eight-to-twelve year period, teams are forced to not only plan for short-term profits, but long-term objectives.

Since each team’s actions directly influence the market, competitive analysis is a must. Competitor actions and reactions, new product launches, sales and distribution strategies all define how teams manage their own product portfolio, R&D projects, positioning, pricing and distribution channels.

The competition is real, but so is the teamwork. Participants not only learn from the simulation, but from each other, keeping the level of enthusiasm high.

Instruction

• Lectures.
• Seminars to debrief the class on industry developments in the game.
• Individual team consultation with the instructor. The instructor acts as a “professional consultant” to help you diagnose your company’s market position and to build and implement your market strategy.
• Team presentations of their company.

The language of instruction is English.

Assessment

The student will get one single grade, equivalent to 7.5 credits.

Examination will take place through a group wise simulation exercise, group wise presentations and an individual written test. The course consists of mandatory parts. The grade for the entire course is based on an assessment of all parts of the examination.

Grading criteria are presented in the study guide that applies to the course section. The following grades will be used: pass with distinction (VG), pass (G), and fail (U). Examinations handed in late will not be assessed except under special circumstances. Any remaining supplemental work must be completed and handed in by the deadline specified in the study guide. Otherwise the entire course (all examinations included) must be retaken during subsequent course sections, pending availability of a place in the course.

If there are special reasons for doing so, an examiner may make an exception from the method of assessment indicated and allow a student to be assessed by another method. An example of special reasons might be a certificate regarding special pedagogical support from the University's disability coordinator.

Uppsala University does not accept cheating or plagiarism. Suspected incidents of cheating or plagiarism are reported to the Vice-Chancellor, which may issue a formal warning to the student or suspend the student from studies for a certain period.

NOTE: Only completed courses can count toward a degree.