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| MARKOPS Online |
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A marketing training simulation
Areas: Marketing Operations and Strategy
Authors: Jean-Claude Larréché, Professor of Marketing, and Hubert Gatignon, Associate Professor of Marketing, Wharton Business School
Minimum time required: 3 days |
| Distribution Contact: |
North and South America
Lucy Jacobus
StratX
222 Third Street
Cambridge, MA 0214, USA
Tel: (617) 494 8282
Fax: (617) 494 1421
Email: licensing@stratx.com |
Rest of the World
Sabine Fabbricatore
StratX
15, Avenue de l'Opera
75001 Paris France
Tel : 01 53 46 69 00
Fax : 01 53 46 69 01
Email: licensing@stratx.fr |
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| Description |
Markops Online, our interactive Marketing Operations and Strategy software simulation builds participants' marketing analysis and decision making skills. Its consumer goods industry context brings together portfolio management, segmentation, positioning, and traditional marketing mix decisions.
Markops Online effectively illustrates the importance of having a market focus when formulating and implementing successful strategies through:
- Competitive analysis
- Financial analysis
- Segmentation
- Brand positioning
- Direct vs. indirect distribution
Individuals and/or participant teams sharpen their marketing and competitive
reflexes as they are challenged to resolve a number of strategic and operational
marketing problems in the context of their simulated firm.
Participants will experience the essential elements of strategic marketing
analysis and decision as they evaluate segment attractiveness, the competition,
and their company's strength and weaknesses. |
| Pedagogical Objectives |
| For the Markops Online user, the pedagogical objectives are to learn and/or refine key marketing concepts at both the operational and strategic levels. |
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