The Institute for Business Development Ltd. (IIBD) has developed a unique course called Competitive Market-Driven Strategies. The course teaches the principles of strategic planning. Then throughout the use of a sophisticated computer simulation lets participants apply their skills in a realistic simulated market environment.
At the start of the course, participants are divided into teams taking over as the management team of a company. Each company faces a competitive environment in which several other similar companies operate (also run by participants). The teams compete directly against one another managing their product portfolios, vying for marketshare and profits. Each management team must develop and execute a marketing strategy in the face of uncertain market conditions.
The program immerses participants in the strategic cycle and holds them accountable for their performance. Plenary sessions expose and strengthen the strategic concepts while the SABRE computer simulation allows the participants to apply their knowledge in a realistic competitive market place over a period of 8 simulated years..
The course focuses on the key elements of strategy - portfolio management, market segmentation, product or service positioning, etc. The marketing mix elements of price, product, place, and promotion are tools used to execute a strategy and play a prominent yet secondary role.
This course distinguishes itself from other executive development programs in that it provides an environment for participants to apply their knowledge.