MarketShare, our Marketing Principles simulation, places the participants into a dynamic, simulated business environment of the packaged goods industry. Students take the role of the brand management team in an over-the-counter cold medicine group of their firm, learning about different aspects of marketing – from product design and pricing to advertising and selling.
Introduction to Marketing
Harlan Spotts, Stuart W. James,
The main objective of MarketShare as a marketing principles simulation is to place students into a dynamic, simulated business environment to challenge their ability to analyze their position and make decisions. As a case based simulation, it also has all of the characteristics of a case analysis, providing opportunity for exploration and discussion.
MarketShare is designed with the following learning goals for your students:
Students take the role of the brand management team for a large corporation, where their product is one of the market leaders in the over-the-counter cold and allergy remedy market. Though reasonably successful in the past, Allround has recently been faced with increased competition. In the last three periods, the industry has seen several product introductions as well as major increases in promotional and advertising expenditures. Though well positioned for growth, Allround has major challenges ahead as well.
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Combining our simulation MarketShare with our quizzes and assignments gives you the tools to assess your students’ understanding of the concepts of marketing. The following grading rubric works best to assess your students’ knowledge and understanding, providing a thorough assessment.
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I have used the MarketShare simulation for the past four years with over 200 students per year. The simulation fits perfectly into university and college of business engagement goals of providing activities that are student-centered approaches to learning that build on classroom lectures and materials to further develop professional and personal skills through application.