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

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.

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