Using Marketplace Simulations as a Launchpad for Sustainability Projects
As instructors, we face the challenge of finding ways to bridge the gap between academia and industry. For the past few years, I’ve done this by adding a Marketplace Simulations game to my Principles of Marketing class.
The Introduction to Marketing simulation provides an immersive experience where students work as executive teams for a new bike marketing division. Students interpret market feedback, analyze competitors, and make strategic adjustments to reinforce foundational marketing concepts.
Each team’s performance is evaluated on a balanced scorecard. But why end the simulation learnings there?
Recently, students have expressed an increased interest in sustainability and the concept of profit with purpose. Given this context, incorporating a sustainability discussion or project into your curriculum is an exciting way to extend the learning from the marketing simulation. It’s also a promising opportunity to inspire and motivate students toward a more sustainable future.
One consideration is incorporating environmental concerns into the operations and development of their bike companies. Such projects can take various forms, ranging from simple classroom discussions to in-depth final assignments, depending on the time and learning objectives you have set.
For my classroom, I will center on three project learning outcomes:
- Deepening students’ understanding of marketing’s role in shaping a firm’s environmental impact.
- Fostering a sustainable mindset in future business leaders.
- Connecting the simulation with additional industry applications.
The flexibility of these projects empowers you to tailor the learning experience to your student’s needs and interests.
Project 1: Classroom Discussion on Sustainability and the Four Ps
Whether you dedicate a class or several, you can extend the Four Ps discussion to include a sustainability focus.
- Product: Introduce different bike frame materials with varying environmental impacts, and discuss options for offering used or refurbished bikes. Research the effects, and conduct lifecycle assessments of different bike materials.
- Price: Discuss the concept of a green premium and discounts offered to customers who recycle bikes or purchase pre-owned models.
- Place: Students can explore partnerships with eco-friendly retailers, promote commuting programs, or research sustainable transportation options.
- Promotion: Creatively integrate green marketing messages into advertising campaigns’ messaging and design to teach them to showcase transparency and authenticity in their communications.
Project 2: Produce Lifecycle Assessment Assignment
Another option is a more comprehensive assignment whereby students create a Lifecycle Assessment (LCA) for their chosen bike model. This should incorporate analyzing materials, manufacturing, transportation, usage, and end-of-life disposal. Students could research current practices in the bicycle industry, compare these strategies with those of industry leaders, and identify what they could incorporate or improve upon. .
Project 3: Sustainability Marketing Plan
Incorporate all these elements into a comprehensive final sustainability marketing plan project, divided into several parts, culminating in a final presentation.
- Part 1: Sustainability Analysis (Individual)
- Lifecycle Assessment: Conduct an in-depth LCA for the bike model.
- Sustainability Benchmarking: Compare with industry practices.
- Part 2: Sustainability Marketing Plan (Team)
- Green Marketing Message: Develop a compelling campaign targeting their specific audience.
- Sustainable Marketing Tactics: Create tactics such as partnering with eco-friendly retailers, utilizing recycled promotional materials, and highlighting the benefits of cycling.
- Sustainability Metrics & Measurement: Propose metrics to track the success of the sustainable marketing strategy
- Part 3: Sustainability Report (Team)
- Compile individual and team findings into a cohesive report.
- Present the sustainability strategy in a visually appealing format.
Matching Sustainable Marketing Projects to Your Goals
By weaving sustainability projects into your marketing simulation, you’re not just teaching your students about marketing—you’re shaping future leaders to drive sustainable change in the business world.
Whatever your teaching style, the possibilities are endless—whether you start small with in-class discussions or go further with a final project.
Perhaps you want to take a deeper dive into global marketing and analyze cultural differences, government regulations, and economic factors. Maybe you want to introduce data visualization with the integration of dashboards or explore consumer research and current practices. The simulation is an excellent springboard to begin.
So, what are you waiting for? Let’s extend those Marketplace simulations and inspire the next generation of marketers.
Ready to get started? Explore Marketplace Simulations’ catalog of marketing games for undergraduate and graduate students!
Dr. Melissa Dennis
Assistant Professor of Marketing, Gwynedd Mercy University
Dr. Dennis earned her BS in Biology from Boston College, her MBA from the University of Central Florida, and her DBA from the Crummer Graduate School of Business at Rollins College. Before entering higher education, she worked in customer relationship and customer engagement marketing for Disney Parks, Experiences and Products, supporting Walt Disney World, Disneyland, Disney Vacation Club, and the Disney Cruise line businesses.
Bethany DuVal is the director of marketing at Marketplace Simulations.