Sales and Marketing Management

Business Simulation

The Sales and Marketing Management Business Simulation develops participants’ strategic marketing capabilities and promotes a holistic approach to decision making.

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Case 1: Mobile Technology

Case 2: Fast Moving Consumer Goods

Case scenario

The marketing simulation game consists of eight customer segments in two market areas and a maximum of six different products with varying features that can be offered to the markets simultaneously. To encourage unique strategy creation and execution, participants start their companies fresh without any operations history. Participants are provided with a decision-making tool that helps them to try and practice with different scenarios as well as analyse the outcomes of their decisions and projections. In addition, the simulation generates a range of reports that will help the teams to analyse and benchmark their own performance against their competitors.

Participant tasks

A significant part of the decision-making challenge is to actively manage the product portfolio by matching both qualitative and quantitative features of products with the selected target segments’ preferences. Moreover, pricing, promotion and channel selection need to be set based on the segments’ preferences. In addition, teams manage the after sales and research and development decisions.

Key learning areas

The marketing game simulation covers marketing topics including product life cycle management, product mix management, market segmentation, positioning, distribution channel investments, advertising budget allocation, after sales services, pricing, sales forecasting, marketing research, competitor analysis, research and development, revenue and margin management and overall profitability.

Key success factors

The essence of Marketing Management Business Simulation is to mirror a rapidly changing marketplace that is driven by short product life cycles and innovation; where constant attention to core competences, timely product development, segmentation, positioning, and marketing communications are the keys to success.

Expected outcome

As an outcome of the marketing strategy simulation game, participants will fully comprehend the different parts of the marketing decision making process, their relationship with each other, and their impact on the company’s overall results. In addition, participants will gain invaluable experience in teamwork and problem solving.

Available languages

English, French, German, Italian, Mandarin Chinese, Portuguese, Romanian, Russian, Spanish, Turkish.