Integrating Marketing Concepts in Competitive Decision Making — A Case Study

Authors

  • Michael T. Manion University of Wisconsin – Parkside
  • Lovina Akowuah University of Wisconsin – Parkside

DOI:

https://doi.org/10.33423/jmdc.v14i5.3985

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). https://doi.org/10.33423/jmdc.v14i5.3985

Issue

Vol. 14 No. 5 (2020)

Section

Articles

License

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