StratSimMarketing is designed for MBA, Executive Development, or advanced undergraduate courses in Marketing Strategy, providing a dynamic learning environment where customer needs evolve, new products are introduced, and the economy and context change. Students must manage short and long term objectives, making integrated marketing decisions that also impact on other functional areas of the business such as operations and finance. Teams compete directly against each other, with the results being dependent upon how the competitors interact, what new products are introduced, and how these products are supported. StratSimMarketing is built on the StratSim methodology used by thousands of students since the mid-1990s. Co-authored with Thomas Kinnear of the University of Michigan, this version of StratSim with its focus on marketing is an excellent complement to traditional teaching methods, allowing students to apply marketing concepts in a dynamic, integrative environment, and demonstrate how the marketing function impacts financial performance.
StratSimMarketing allows students to experience sophisticated marketing research tools such as conjoint analysis, concept testing, test markets and perceptual mapping during product development and launch.
The Case: Groups of 3-6 students are put in the role of a management team that takes over one of five companies competing in the domestic automobile industry. Some companies are positioned as high-end niche producers while others are more value and volume driven. Each company begins the simulation with three vehicles and then must decide how best to improve their performance through improved performance in current markets and/or entering new markets. Optionally, students may compete in the B2B market and/or negotiate license agreements with other firms in the simulation.
Decisions in StratSimMarketing include:
Marketing Mix
Students set an advertising budget and theme, an MSRP, dealer discount, and promotions for each vehicle. In addition, students may support the product-level marketing with corporate advertising and direct mail campaigns.
Product Development
Developing a product pipeline is how the company defines their target markets and builds their future. Students may build and test new product concepts, upgrade existing vehicles, and invest in corporate technological capabilities.
Distribution
Dealers in StratSim are where sales and service are actually done. How does one motivate these partners to share in the company's overall success? Student decisions include breadth and quality of dealerships in multiple geographic regions.
Other Functional Decisions
The strategic function of marketing cannot ignore the impact on other parts of the business. Therefore, in StratSimMarketing students also are asked to make decisions on cash flow planning, production capacity, vehicle sales forecasts and production, retooling and inventory management. These decisions underscore the financial impact marketing decisions have on the business and also demonstrate how marketing must be coordinated with other functional areas of the organization.
Optional B2B and Licensing Modules
These optional modules allow students to explore alternative purchase processes and sourcing options. The B2B and licensing modules may be turned on at any point during the simulation to provide new challenges and options as the game progresses.
Purchase of Market Research
Students use sophisticated market research to learn about buyer behavior, and improve their strategic choices. Research techniques included in StratSimMarketing include test markets, conjoint analysis, perceptual mapping, focus groups, concept tests, and purchase surveys.
Student performance can be compared on a number of metrics including stock price, net income, standard marketing and financial measures, as well as an instructor-weighted balanced scorecard. All Interpretive simulations include a peer review and a pre-simulation quiz. This exciting new version successfully builds on the underlying model that has been used by thousands of students and executives around the world for over a decade.
Covers Strategy
Advanced Level
Direct Competition