Mastering Marketing Mix Design

Learn how to market effectively in a dynamic, competitive marketplace.

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Successful marketers develop strategies that leverage relevant differentiators based on customer insights. They execute with the discipline of staying focused on the value proposition. Easier said than done! This course provides you with the methods and tactics to build your strategy and implement your plan for maximum success. In this hands-on simulation based course, you will be immersed in a dynamic, competitive marketplace. Managing a firm in the business-to-business context for 3 years, you’ll make 12 sets of quarterly decisions in the areas of R&D investments, pricing, distribution channels, sales force management, and market research spend. Using metrics generated by the simulation, you will repeatedly analyze your position, evaluate the effectiveness of your strategy, and develop and execute strategy adjustments. The challenge of designing a cohesive marketing plan will directly affect the success or failure of your strategy.

This class is available for university credit. Please contact Lynn Slattery at or 512.471.5893 for more information.


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.


  • Translate customer segment analysis and prioritization into a marketing strategy
  • Determine and execute R&D investments with a short-term and a long-term perspective
  • Set and change prices in response to market dynamics
  • Manage channel conflicts and incentives
  • Discover the real-world challenge of making decisions despite incomplete information


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

Additional Information

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
Hotel Information: Texas Executive Education classes qualify for discounted hotel room rates at the AT&T Executive Education and Conference Center on a limited basis. Discount code will be provided on the course materials page after class registration is complete.


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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More Testimonials

  • "This session did the most to challenge my perceptions of how my company and I operate."

    - Graham Green, Senior Product Marketing Manager, National Instruments

  • "Thank you for two superior instructors, great simulation software and an energizing environment."

    - Rosanna Martinez, Regional Marketing Manager, National Instruments

  • "I liked both the lecture portion and the simulation."

    - Hank Domeracki, Chief Financial Officer, Texas Municipal League Intergovernmental Risk Pool

  • "Generated great ideas for my business at work."

    - Carlos Urdiales, Senior Program Manager, Southwest Research Institute

  • "There were lots of real-world examples to drive home the points. Very effective."

    - Julia Dinolfo, Regional Marketing Manager - Canada, National Instruments

  • "Great exercise and rich discussion to make it relevant to daily work challenges."

    - Rosanna Martinez, Regional Marketing Manager, National Instruments

Upcoming Sessions

Mastering Marketing Mix Design (In-Person)

Price: $2,950.00


05/10/18 - 05/11/18


Rowling Hall W 20th St Austin, TX 78705

Kapil Jain
Kate Mackie