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Dominique Garval, Professor of Marketing, Reims Management School, France

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The Strategic Marketing simulation

Target courses:

Designed for the Marketing Strategy, Marketing Management and Capstone Marketing courses

Content:

Market opportunity analysis, brand development, advertising, pricing, and sales force management decisions. It also includes profitability projections and profitability analysis decisions.

Time frame:

8 decision rounds, with each round taking1 to 2 hour to complete.

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More details:

The Strategic Marketing simulation is designed for the Marketing Strategy, Marketing Management and Capstone Marketing courses. It exposes the participant to all the aspects of modern marketing.

The decision content includes market opportunity analysis, brand development, advertising, pricing, and sales force management decisions. It also includes profitability projections and profitability analysis decisions.

The Strategic Marketing simulation 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. Simulation participants learn to study competitive tactics and adjust their marketing strategy to stay ahead of the competition.

Students can play against their peers. Also available in Spanish and Lithuanian languages ("Play Against Peers" version only).

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.

Compare available simulations for your undergraduate course