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The Introduction to Marketing simulation
Target courses:
Marketing principles and introductory marketing courses.
The Introduction to Marketing simulation introduces students to the basic concepts of marketing.
Content:
Market opportunity analysis, brand development, advertising, pricing, basic sales force management decisions, simplified profit analysis.
Time frame:
6 decision rounds, with each round taking 30 minutes to one hour to complete.
More details:
The Introduction to Marketing simulation challenges students to make realistic marketing and business decisions in a competitive, fast-paced market.
It allows your students to develop and execute a complete marketing strategy, including brand design, pricing, ad copy design, media placement, distribution, and sales force management.
Throughout the exercise, students receive information on customer needs as well as a feedback on customer satisfaction with brands, prices and advertising. They discover how their actions reflect in both brand profitability and firm profitability. Students learn to study competitive tactics and adjust their marketing strategy to stay ahead of the competition.
The students can play against their peers or against computer-generated competitors. The "play against computer" version allows everyone to work at his or her own pace and there is no need to coordinate the play of all of the students.
Also available in Polish and Spanish languages ("Play Against Peers" version only).Grading is based on the balanced scorecard that measures profitability, customer satisfaction and market share in the targeted market segments.
