Strategic Marketing simulation

Target courses: 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.

Content: 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.

Time frame: The game is set for 8 decision rounds, with each round taking one hour to two hours to complete.

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The 15 minute demo below highlights the main decision areas of this simulation.

NOTE: The following demo is a Flash movie. You need to have Macromedia Flash MX Player installed in order to view it. If you can see a little animated word "demo" below, then your browser is set up to view the Flash demos.

If you can not see the animation, you can download the FREE Flash Player here.

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More details: This 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 computer-generated competitors or against their peers. The 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.

View the recommended textbook chapters for this level

Sample instructor materials:


PowerPoint Presentation


Game scenario


Sequence of activities

    Note: Full set of instructor materials is available for registered Instructors.

View the complete list of simulations for different courses and their decision content


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