Driving Business Performance Through Marketing


In this hands-on, simulation-based workshop, you will learn how to market effectively in a dynamic, competitive marketplace.

Overview Benefits Topics Additional Information Faculty Sessions


Put marketing theory and fundamentals into practice in this hands-on, simulation-based workshop. In this dynamic, interactive experience you and your fellow workshop participants manage the business for three years, and make 12 quarterly decisions with the objective of outsmarting and out-executing the competitors built into the simulation.

Make decisions around market research, target market selection, positioning, product design, pricing, distribution channels, sales force management, and marketing communications to put techniques to practice. Using metrics generated by the simulation, you will repeatedly analyze your position, evaluate the effectiveness of your strategy, and develop and execute strategy adjustments.


Gain insight into marketing techniques and strategies to provide you with tactics that have company-wide impact.

Two-day Concentrated Program

Registration begins at 8:00 a.m. and class runs 8:30 – 4:30 both days with a one-hour networking lunch included.

Austin, Texas

Enjoy proximity to the vibrancy of the campus and downtown Austin, and the innovative, business-friendly environment of the city.


  • Manage the real-world challenge of making decisions despite incomplete information
  • Observe how a particular market changes in response to your decisions
  • Recognize the interaction of your marketing decisions with others in and outside your firm
  • Understand the link between marketing strategy formulation and effective execution
  • Use segment/customer needs analysis to make product policy/design decisions
  • Understand segmentation, targeting and positioning
  • Set and change price in response to market dynamics
  • Manage channel conflict and maintain consistency across multiple channels
  • Use metrics to measure firm performance as well as customer and competitor response to your actions
  • Appreciate the relationships among customer satisfaction, customer buying patterns, customer loyalty and firm profitability


  • Marketing frameworks
  • Drivers of customer responses
  • Applying marketing frameworks to business simulation

Additional Information

Prerequisites: None
CEUs: Participants earn 1.4 CEUs and/or 14 CPEs for this course. A certificate of completion will be presented from Texas Executive Education.
Course Credits: 1.00


Kapil Jain

Dr. Kapil Jain is a Senior Lecturer in Marketing and a Fellow at The Center for Customer Insight & Marketing Solutions at the McCombs School of Business. He is also the Assistant Chair of the Marketing Department.

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Kate Mackie

Dr. Kate Mackie is an award-winning professor in the Department of Marketing at the Red McCombs School of Business at the University of Texas at Austin. She teaches MBA, MSTC, and Executive Education classes in marketing, marketing strategy, marketing of technological innovations, buyer behavior, process improvement facilitation, international business operations, and customer insight.

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Course Details

Price: $2,950.00

Driving Business Performance Through Marketing


10/29/15 - 10/30/15


AT&T Executive Education & Conference Center 1900 University Avenue Austin, TX 78705

Kapil Jain
Kate Mackie

05/16/16 - 05/17/16


AT&T Executive Education & Conference Center 1900 University Avenue Austin, TX 78705

Kapil Jain
Kate Mackie