Strategic Marketing

The Strategic Marketing simulation exposes participants to all aspects of modern marketing. 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. They will learn to prepare sales projections and analyze simple accounting statements. They will study competitive tactics and adjust their marketing strategy to stay ahead of the competition.

Content

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

  • Market opportunity analysis
  • Brand development
  • Advertising
  • Pricing
  • Sales force management
  • Profitability projections and 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 have limited financial resources and complete accounting responsibility. They will be introducing a new line of microcomputers into twelve 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

Marketing Strategy, Marketing Management and Capstone Marketing courses.

Time frame

8 rounds – each round takes 30 to 120 min per student.

Grading

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


Play options

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

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

Languages

English, Spanish and Lithuanian - "Play against Peers"

English, Spanish and Lithuanian - “Play against computer”

Go to top

Ernest R. Cadotte © 2014 | Privacy statement | Terms of use | Return policy | Contact us | Innovative Learning Solutions