Marketing Principles Simulation
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.
CLASSES
Marketing Principles
Introduction to Marketing
DIFFICULTY LEVEL
Intermediate
AUTHORS
Harlan Spotts, Stuart W. James,
Michael Deighan
OBJECTIVES
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:
Planning & Analysis
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- Write a marketing plan
- Create simple spreadsheet tools
- Understand segments & purchase process
- Use market research effectively
Pricing
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- Calculate break-even price
- Identify different response to price
- Estimate sales impact of price change
- Calculate gross margin
Place
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- Define a distribution channel
- Describe flow of goods from manufacturer to consumer
- Identify factors for product placement
Product
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- Define “product” in marketing terms
- Explain product life cycle
- Understand importance of product development
- Improve product in simulation
Promotion
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- Define “promotion” in marketing
- Explain impact of different kinds of promotions
- Describe push/pull promotion strategies
- Select promotion mix for target market
Teamwork
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- Allocate responsibilities fairly
- Complete assigned tasks on time
- Communicate problems and plans
- Collaborate with other team members
BUSINESS CASE
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.
Request Instructor Access to see the full MarketShare business case!
6
Decision Periods (years)
2
Scenarios
15
Assignments
6
Incidents (mini-cases)
ASSESSMENT TOOLS
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.
