Bachelor
2026/2027
Marketing Strategy
ID 1255713
Type:
Compulsory course (Marketing and Market Analytics)
Delivered by:
Department of Marketing
When:
4 year, 1 module
Open to:
students of all HSE University campuses
Instructors:
Kliment Gorchakov
Language:
English
ECTS credits:
5
Contact hours:
50
Course Syllabus
Abstract
Marketing strategyThe course is focused on the Marketing strategy implementation in a virtual simulation environment. The simulation (Digital Markstrat) has been used by the top business schools worldwide for the past 30 years. Used in combination with traditional training methods such as conceptual sessions or case studies, Digital Markstrat is a highly effective tool to learn strategic marketing concepts, such as brand portfolio strategy, segmentation and positioning strategy, as well as operational marketing. The Digital Markstrat simulation lasts for 8 periods that are distributed throughout the course. Students manage competing firms in a durable goods electronics market and make decisions regarding different aspects of the marketing strategy: production volume, pricing, target audience selection and product design. Each individual teams performance is measured through an integral indicator of the stock price index (SPI). It is based on the market share, financial performance and brand value for every company and is calculated every period to provide complex feedback. In order to achieve the course objectives student form teams of 4-5 people and make decisions based on the group discussions. The goal of the course is to explore the Marketing strategy concepts and endorse systematic vision of the marketing strategy. In order to facilitate group dynamics and help student teams make particular decisions regarding customer segment analysis or pricing we have in class discussion sessions.Learning Objectives• Students know and understand key concepts and models of marketing strategy including brand portfolio strategy, segmentation and positioning strategy, as well as operational marketing in the context of managerial activity.• Students realize the results of strategic and operational decision implementation both on the organizational level and in particular managerial functional areas.Expected Learning Outcomes• Decision making in marketing strategy field including pricing, new product development, product positioning.• Student knows key features and functions of Markstrat simulation, work process and final grade components• Students have applied skills of analysis and decision-making in Marketing strategy• Systematic knowledge of the managerial process with marketing, production and research facets.Course Contents• Topic 1. Introduction to the Markstrat Simulation by StratX• Topic 2. Marketing Strategy Fundamentals• Topic.3. New Business and Market Entry Strategy• Topic.4. Portfolio Strategy• Topic.5. Final Session: Markstrat debrief and team presentation
Learning Objectives
- Students know and understand key concepts and models of marketing strategy including brand portfolio strategy, segmentation and positioning strategy, as well as operational marketing in the context of managerial activity.
- Students realize the results of strategic and operational decision implementation both on the organizational level and in particular managerial functional areas.
Expected Learning Outcomes
- Student knows key features and functions of Markstrat simulation, work process and final grade components.
- Decision making in marketing strategy field including pricing, new product development, product positioning
- Systematic knowledge of the managerial process with marketing, production and research facets.
- Students have applied skills of analysis and decision-making in Marketing strategy.
Course Contents
- Topic 1. Introduction to the Markstrat Simulation by StratX
- Topic 2. Marketing Strategy Fundamentals
- Topic.3. New Business and Market Entry Strategy
- Topic.4. Portfolio Strategy
- Topic.5. Final Session: Markstrat debrief and team presentations
Assessment Elements
- Result of markstrat simulationThe exam consists of 2 or 3 open questions that require reasoned, holistic, detailed answers demonstrating knowledge of terms, definitions, concepts and ability to apply them to manage marketing strategy. Exam duration: 40 minutes
- ExamThe exam consists of 2 open questions that require reasoned, holistic, detailed answers demonstrating knowledge of terms, definitions, concepts and ability to apply them to manage marketing strategy. Exam duration: 40 minutes
- AttendanceAttendance is assessed based on the percentage of classes (lectures, seminars, and practical classes) attended by the student according to the following scale: Percentage of classes attended Score Did not attend classes 70% or less 0 1 71-73% 2 74-76% 3 77-80% 4 81-83% 5 84-86% 6 87-90% 7 91-93% 8 94-96% 9 97-100% 10 Attendance is defined as participation in a class from start to finish according to the approved schedule.
Interim Assessment
- 2026/2027 1st module0.4 * Result of markstrat simulation + 0.1 * Attendance + 0.5 * Exam
Bibliography
Recommended Core Bibliography
- Digital marketing strategy : an integrated approach to online marketing, Kingsnorth, S., 2022
- Marketing strategy : based on first principles and data analytics, Palmatier, R. W., 2021
Recommended Additional Bibliography
- Blue ocean strategy : how to create uncontested market space and make the competition irrelevant, Kim, W. C., 2015