MCB-31806 Strategy and Models


Credits 6.00

Teaching methodContact hours
Individual Paper1
Independent study
Course coordinator(s)dr. AA Trujillo Barrera
Lecturer(s)dr. ir. FJHM Verhees
dr. R Haijema
dr. AA Trujillo Barrera
Examiner(s)dr. ir. FJHM Verhees

Language of instruction:


Assumed knowledge on:

Entry level for research masters.

Continuation courses:

Thesis preparation courses of ORL, INF, MCB, MST and BEC.


This is an advanced course which is part of the Research Master Variant in the MSc programms MID and MME.
The course focuses on obtaining and integrating up-to-date scientific knowledge with respect to theory, development and application of strategic models in a business environment. Main elements of the course are discussing and exercising analytical techniques and computer models obtained from the scientific strategy literature and applying the resulting skills in managing strategic processes and business relationships systematically and analytically in a computer or web-based strategy simulation game. The application area will be in marketing and logistics functional strategies.

Learning outcomes:

After this course, students will be able to:
- formulate strategic decisions and strategic options;
- demonstrate insight into scientific theories and models to assess the strategic options;
- learn to apply these models to estimate relevant model parameters;
- critically evaluate model outcomes for policy implications in market oriented channels;
- apply the learning's adequately in a competitive functional strategy in a simulation game.


There will be three major activities in the course:
- attending lectures in which the main strategies and accompanying models are explained and discussed, based on prior reading of the literature by students;
- group-based strategy simulation game in which the strategies and models are being applied and critically evaluated on their impact on market performance;
- writing of a short paper in which an underpinning and evaluation is given for the decisions made in the simulation game, supported by relevant scientific literature.


The grade is based on:
- an individual written exam (50%);
- the grade for the group-based paper and its defence during the last lecture (25%);
- evaluation of participation in the group and outcome of the strategy simulation game (25%).


Marketing game simulation guide and manual.
Lilien, GL, A. Rangaswamy and A. De Bruyn. (2007). Principles of Marketing Engineering, Trafford Publishing. ISBN: 9781425113148
Scientific articles, to accompany the book.

Restricted Optional for: MMEManagement, Economics and Consumer StudiesMScA: Management Studies1MO
MMEManagement, Economics and Consumer StudiesMScC: Economics, Environment and Governance1MO
MMEManagement, Economics and Consumer StudiesMScB: Consumer Studies1MO