International Marketing simulation


CountryManager is an engaging international marketing simulation where students navigate market entry and expansion into regions in Asia or Latin America. Participants grapple with real-world marketing decisions such as distribution, SKU selection, pricing, and advertising. The simulation fosters an understanding of targeting consumer segments and positioning brands effectively, equipping students with invaluable skills for real-world international marketing scenarios.

Join our growing community! CountryManager has been trusted for over a decade by 470+ schools of all types to bring real-world experience into the classroom.


What is CountryManager?

CountryManager, our International Marketing simulation, is an excellent resource for instructors, providing a realistic platform to teach students about international market entry and expansion. As educators, you can guide students to apply their knowledge in a practical context, managing Allstar Brands’ leading product, Allsmile, in diverse global markets. The simulation enhances students’ understanding of product management, marketing, and market entry strategies.
Two scenarios are available for different regions: Latin America or Asia.
CountryManager offers substantial benefits for your teaching strategy. It thrusts students into a competitive environment, compelling them to make decisions with both short and long-term impacts. The simulation also aids in developing students’ skills in targeting consumer segments and effectively positioning brands. As instructors, you can leverage CountryManager to provide students with an immersive learning experience, effectively bridging the gap between theoretical knowledge and practical application.


CountryManager is designed with the following learning goals:

Planning & Analysis

Use market research effectively. Create a regional marketing plan. Monitor implementation of the plan.

Market Entry

Evaluate country market opportunities. Identify steps in market entry. Distinguish standardization/localization.

Market Segmentation

Define ``segment`` in marketing terms. Identify segments in CountryManager. Match target segments with SKUs. Advertise to target segment.


Describe flow of goods from mfr. to consumer. Identify differences among channels. Understand effect of MSRP and discounts on retail price. Choose appropriate mix for channel.


Evaluate plant location in the region. Understand impact of exchange rates on costs and profitability. Interpret country and regional contribution statements.

Creative Thinking

Handle uncertainty and ambiguity. Develop new approaches when conditions change. Determine product/company branding and design.


Allocate responsibilities fairly. Complete assigned tasks on time. Communicate problems and plans. Collaborate with other team members.

Experiential Learning

Test ideas in a low-risk environment. Respond to and discuss unexpected events. Retain information through hands-on experience. Relate sim topics to real-world scenarios.


International Marketing
International Business




At Interpretive, we ensure your journey with our International Marketing simulation is smooth and supported. We’re dedicated to delivering outstanding customer service, evident in the high praise our seasoned customer support team regularly receives. Here’s what our commitment to your satisfaction entails:

  • A dedicated Customer Relationship Manager who will be your go-to person for any support-related questions or concerns.
  • A team of customer support staff who are always ready to help you and your students.
  • We promise to respond to any support request or question within 24 hours during the business week, so you can be assured that your needs will be met promptly.

First-time instructor planning a class using our marketing management simulation, PharmaSim.

Request your demo access to learn more about our international marketing simulation.

eBook integrated with our International Marketing simulation, CountryManager!

This is an end-to-end solution, combining the CountryManager simulation with a fresh contemporary text for international marketing classes, as well as integrated assignments, video resources, and additional cases!
Written by CountryManager’s co-author Martin Roth and his colleague and industry veteran Doug Quackenbos, the Foreign Market Entry & Growth eBook provides a solid resource for students as they explore international marketing.
Dr. Martin Roth
Doug Quackenbos 


Combining our International Marketing simulation, CountryManager, with our quizzes and assignments gives you the tools to assess your students’ understanding of the concepts of international marketing. The following grading rubric works best to provide a thorough assessment of your students’ knowledge and understanding.
Simulation Results0%


Experience the convenience of fully online simulation assignments with CountryManager, our international marketing simulation! With our innovative Assignments Module, there’s no need for PDFs or downloads. Assignments are easily accessed and completed through a user-friendly online interface. Plus, some tasks can be auto-graded, saving valuable time for instructors. Getting started is simple – we provide a comprehensive guide and video tutorial to familiarize you with the interface. Alternatively, you can explore it on your own after login. For further details, feel free to contact us!

Got questions? Find answers!

Which classes is this simulation suitable for?

CountryManager is ideally suited for International or Global Marketing courses at the upper-level undergraduate or graduate level. There are certain settings that can be changed to make the simulation more or less complex to meet the needs of your class.

What is the ideal team size for the simulation?

We recommend a team size of 3-4 students for the best collaborative experience. While teams of 2 are commonplace, they might lack the richness of diverse perspectives and constructive disagreement that larger teams offer. Teams larger than 4 may face collaboration challenges, which could impact the learning experience.

What does “benchmark” mean?

In the context of CountryManager, “benchmark” refers to each team competing in its own unique market environment against computer simulated companies. There are 4 MNC’s, as well as local and regional competitors.

How long does the simulation last?

The simulation spans a minimum of six periods and a maximum of ten periods, with each period representing a business year. Students should anticipate spending between one to one and a half hours per period for decision-making.

eBook bundle available for use with CountryManager?

We’re excited to announce that “Foreign Market Entry and Growth” was written specifically to be used with CountryManager by Marty Roth and Doug Quackenbos. If you decide to use the eBook, the eBook is available on the course site and also includes chapter quizzes, additional assignments and cases to complete the experience. If you would like to adopt the bundle, please let your CRM know! The cost is $119.95 USD/student.

How do I find out more?

Sign up for Demo Access. This gives you access to Sample Course Sites, Resources, and even a look at completed games. For a comprehensive understanding, schedule a call with our staff to guide you through the simulation.

Schedule a call with us to ask any other questions you might have!

Discover why instructors choose CountryManager as their preferred
International Marketing Simulation!