Introduction to Marketing

The Introduction to Marketing simulation introduces your students to the basic concepts of marketing. Throughout the exercise, students receive information on customer needs as well as feedback on customer satisfaction with brands, prices and advertising.
They discover how their actions reflect in both brand profitability and firm profitability. Your students learn to study competitive tactics and adjust their marketing strategy to stay ahead of the competition.

Content

The Introduction to Marketing simulation allows your students to develop and execute a complete marketing strategy including:

  • Market opportunity analysis
  • Brand development
  • Advertising
  • Pricing
  • Basic sales force management decisions
  • Simplified profit analysis

Storyline

A large, international electronics firm has decided to enter the microcomputer business. It has formed a new PC Marketing Division to pursue this business opportunity. Your students have been asked to manage this PC Division. They will be responsible for introducing a new line of microcomputers into four international markets. They have control of the PC Division for the next several periods (quarters). Within this time frame, Headquarters expects to see a self-sufficient and profitable division.

target courses

Target courses

  • Marketing principles
  • Introductory marketing courses
time frame

Time frame

6 rounds, each round taking 30 to 90 min per round per student.

grading

Grading

Grading is based on a balanced scorecard that measures profitability, customer satisfaction and market share in the targeted market segments.


Play options

Your students can compete against their peers or against computer-generated competitors.

The "play against computer" option allows each student to work at his or her own pace and there is no need to coordinate the progress of all of the students.

Languages

English, Polish, Russian, Portuguese, and Spanish (“Play against computer”)

English, Polish, Portuguese, and Spanish (“Play against peers”)


styling space

 

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