MKT 623 Strategic Marketing Management Simulation - Fall 2018

Type/CourseComputer simulation (in English)
PrerequisitesNone; recommended: understanding of international marketing
Range of Application Mannheim Master in Management (MMM), Mannheim Master in Business Research (MMBR), Master in Business Education (WiPäd), Master in Business Informatics, Master in Culture and Economics (MaKuWi), Master in Law
Form of Assessment
  • Strategy Outline: 25 %
  • Simulation Performance: 50%
  • Final Report: 25 %
Please note: There is only one examination date (simulation day) each semester.
Hours/Week1 (self study: 3)
ECTS Credits2
DurationOne semester
Semester(s)Fall semester
InstructorProf. Dr. Sabine Kuester
ContactOliver Borchers, M. Sc.
DownloadsSyllabus (subject to change)
Course DescriptionThe module is designed for students who expect to undertake assignments within the context of strategic marketing management. This module is concerned with the development, evaluation, and implementation of marketing management elements in a strategic setting. The module deals primarily with an analysis of concepts, theories, techniques, and models in marketing. The basis for the module is a computer simulation in the context of strategic marketing decisions of a leading manufacturer of over-the-counter cold medicine.


By the end of this course, students will be able to apply their theoretical and conceptual knowledge of marketing management in a hands-on application exercise. Students can improve their understanding within the following four categories

  • Situation Analysis
  • STP - Segmentation, targeting and positioning
  • Marketing mix (4Ps – product, price, promotion, place)
  • Integrated marketing decision-making and analysis
Registration  Please note that we have a limited capacity of 30 students for this course. The application process is organized via the student portal. Students will be assigned to a specific simulation team. The team allocation will be communicated during the kick-off session. For organizational reasons, team switching is not possible.