International School of Management - ISM

The emphasis in this seminar is placed on identifying, analyzing and solving marketing problems. We will use lectures, case studies, classroom discussion, and a state of the art computer simulation to develop these marketing issues. This will be an intensive and highly interactive seminar. Students are expected to question, argue and discuss everything that is presented. Requirements for this class are an understanding of marketing management principles, enthusiasm, and a willingness to think and work.

A major feature of this seminar is the use of the computer simulation The Global Marketing Game (GMG). In the simulation, student teams will manage the international marketing activities of an ice cream manufacturer. Responsibilities will include developing marketing strategies, analyzing market research, designing appropriate products, choosing distribution channels, pricing products and managing an international product Portfolio of their company.