This course is designed for students who enjoyed the core marketing course, Managing Customer Value in the fall and want to take their strategic marketing abilities to the next level. Managing Customer Value 2.0 provides you with the opportunity to put marketing ideas and elements into practice in a simulated competitive environment. The course is structured around a competitive simulation called Markstrat. The courses consists of a series of lectures designed to introduce students to the key decisions and challenges that brand managers make in the real world. These lectures alternate with actual decision periods where students put their ideas and theory to work in a simulated market in which teams of students compete against each other.