NewShoes

INTRODUCTION TO MARKETING SIMULATION

As an introduction to marketing simulation, NewShoes covers marketing concepts at a basic level by focusing on the roles of price, product, promotion, and place. Student teams manage the marketing decisions for a simulated athletic shoe company and compete against one another to become the industry leader in market share and profitability.

CLASSES

Introduction to Marketing
Marketing Principles

DIFFICULTY LEVEL

Introductory

AUTHORS

James Helgeson, Willbann Terpening,
Michael Ursic

OBJECTIVES

As an introduction to marketing simulation, the primary objective of NewShoes is to help students apply marketing concepts, manipulate marketing variables in a realistic setting, and to gain a practical understanding of marketing.

NewShoes is designed with the following learning goals for your students:

  • Planning & Analysis

    • Write a strategic plan
    • Create/analyze income statement
    • Calculate ROS and market share
    • Use market research effectively
    • Create simple spreadsheet tools

  • Pricing

    • Calculate break-even price
    • Identify different responses to price
    • Estimate sales impact of price change
    • Consider short/long-term profit in pricing
    • Calculate indirect profit from contract

  • Place

    • Know what a distribution channel is
    • Describe flow of goods from manufacturer to consumer
    • Distinguish B2C/B2B marketing
    • Choose promotion for product placement

  • Product

    • Define “product” in marketing terms
    • Explain product life cycle
    • Importance of product development
    • Improve product in simulation

  • Promotion

    • Define “promotion” in marketing
    • Explain impact of different kinds of promotions
    • Describe push/pull promotion strategies
    • Select promotion mix for target market

  • Teamwork

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

Device Frame

BUSINESS CASE

Students take over a marketing department for an athletic shoe company that has experienced loss in market share and revenue in the previous two periods. Management seeks fresh ideas to make a change. The market environment has 3 specific regions students can enter and compete in. Their primary concern is their product, its pricing and promotion, and new distribution opportunities.

 

Request Instructor Access to read the NewShoes business case and watch our case video!

12

Decision Periods

5

Scenarios

18

Assignments

4

Special Decisions

ASSESSMENT TOOLS

Combining our simulation NewShoes 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.

Assignments0%
Simulation Results0%
Quizzes0%

ASSIGNMENTS MODULE

Our simulation assignments are now completely online! With our new Assignments Module, there are no more PDFs or downloads, all assignments are easily accessed online through an intuitive interface. And for busy instructors, some assignments can be automatically graded! Getting started is easy—use our guide and video tutorial to learn the interface, or just login and check them out on your own. Contact us for more information!

WHAT DO OUR CUSTOMERS SAY

  • I am writing to express my appreciation to the Interpretive Team for the terrific support you provided (again) to my students and me. Having used the simulation in three previous classes, I continue to greatly appreciate the assistance and guidance providing by your organization. Thank you very much!

    Zach Oppenheimer

  • The simulation is terrific in that it provides class members the opportunity to experience the role of a Marketing manager – considering all of the aspects of leading a brand – both internal factors (4Ps) and also the external environment with the ability to purchase marketing research and track the results of competitors. The simulation doesn’t just reinforce the topics we cover in class; rather by involving students in the decisions, the simulation provides both a rational and emotional connection which will yield in longer term benefits in subsequent classes and their careers.

    Jim Thompson

  • One of the most frequent questions in my intro marketing MBA class was “How can we apply material we are learning in real life?” To answer this question I used business cases, discussed real marketing problems that got coverage in mass media, brought guest speakers from local companies… Still I felt that the question was only partially answered for my students who did not have marketing experience. New Shoes simulation helped me to finally introduce experiential learning element in my class. New Shoes simulation is a good reflection of what marketers do in real life and I am very satisfied to use it in my class.

    Igor Makienko - University of Nevada - Reno

  • NewShoes simulation allowed me to introduce something extraordinarily valuable to the classroom, experiential learning. Students end the course with a real appreciation of a well-developed marketing plan, the value of marketing research, the importance of consistency, and real life challenges business executives encounter every day.

    Ellen F. Thomas

 

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