Faculty & Research

MARKOPS Online: A simulation of international competition and decision support system. The simulation takes the participants through the various phases of the international marketing process such as direct exports, contractual entry (licensing) and foreign production and investment (joint ventures and wholly owned subsidiaries).

Areas: Marketing Operations and Strategy

Authors: Jean-Claude Larréché, Professor of Marketing

Minimum time required:  3 days

Distribution Contact: 
Stephanie ZANON
StratX
15, Avenue de l'Opera
75001 Paris France
Tel : 01 53 46 69 00
Fax : 01 53 46 69 01
Email: [email protected]

Web address: www.stratxsimulations.com

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.