Marketing Management Simulation

PharmaSim is a marketing management simulation that gives students experience with brand management using the over-the-counter cold medicine industry. Students will explore and analyze rich customer and competitor data, wrestle with their marketing mix, and strive to create awareness for their products.


Marketing Management
Brand Management




Thomas Kinnear, Stuart James,
Michael Deighan


The purpose of our marketing simulation, PharmaSim, is to use the strengths of both the case and simulation methodologies to bring about the most effective learning experience for marketing management classes. PharmaSim has all the characteristics of case analysis yet gives students the opportunity to play out their ideas through their decisions.

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

  • Planning & Analysis

    • Write a marketing plan
    • Monitor implementation of plan
    • Use market research effectively

  • Market Segmentation

    • Define “segment” in marketing terms
    • Identify segments in PharmaSim
    • Match target segments with products

  • Consumer Behavior

    • Describe the purchase process
    • Identify problems with purchase process
    • Adjust marketing mix to influence behavior

  • Marketing Mix

    • Identify the 4Ps of marketing
    • Describe push/pull promotion strategies
    • Use appropriate mix for target markets
    • Measure efficiency of decisions

  • Channel Management

    • Flow of goods from manufacturer to consumer
    • Explain impact of discounts and promotions
    • Choose appropriate mix for channel
    • Communicate problems and plans

  • Product Management

    • Explain product life cycle
    • Choose portfolio of products
    • Adjust marketing for each product
    • Allocate resources among products


As a member of a marketing management team, students will make decisions regarding product mix, pricing, distribution, advertising, and promotion for “Allstar Brands,” one of five firms in the market. The four computer-simulated competitors will respond to their decisions and execute their own strategies. All the teams in their section compete within the same environment, allowing the instructor to compare results. The simulation covers a time-span of up to 10 periods, so students can observe both the short-term and long-term effects of their decisions.


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


Decision Periods (years)






Incidents (mini-cases)


Combining our marketing management simulation, PharmaSim, with our quizzes and assignments gives you the tools to assess your students’ understanding of the concepts of marketing management. The following grading rubric works best to assess your students’ knowledge and understanding, providing a thorough assessment.

Simulation Results0%

e-book bundles

Interpretive and Wessex Publishing have bundled books and sims together in an affordable package!

Enhance your student’s learning experience and save them money at the same time!
Framework Marketing Management Bundle

PharmaSim simulation and Capon’s Framework e-book for one discounted price!

Complete Marketing Management Bundle

PharmaSim simulation and Managing Marketing in the 21st Century e-book for one discounted price!


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!