PharmaSim is the leading marketing management simulation. PharmaSim drives home the Four Ps of Marketing: Pricing, Promotion, Product and Place (distribution), while introducing students to the concepts of brand equity and marketing planning for multiple product lines. This marketing management simulation covers segmentation, positioning, management of a portfolio of brands, integrated marketing communications, and multiple channels with intermediaries. PharmaSim is co-authored with Thomas Kinnear of the University of Michigan, and has been used at leading universities worldwide since 1990. PharmaSim is an excellent complement to traditional teaching methods, allowing students to apply business concepts in a dynamic, integrative environment.
The Case: Groups of 3-4 students take the role of a brand management team in the over-the-counter pharmaceutical industry for 7 to 10 simulated periods. As a member of their marketing management group, students manage the marketing mix for their products and make product decisions such as reformulating their brand, introducing a line extension, and launching a new brand. Student teams learn how to motivate consumers and channel partners, measuring their progress through marketing research.
Advertising: Budget and detailed message and theme, co-op advertising
Promotion: Consumer and trade promotion, coupons, trial sizes, point of purchase displays
Distribution: Sales force personnel and allocation, wholesale channel, influencers
Product: Reformulation, line extension, new product introductions
Use of detailed competitor and channel studies
Purchase of consumer research: Test markets, in-depth consumer surveys available on a segmented basis, simple conjoint analysis
Experience the Benefits of Simulation and Textbook Integration!
Interpretive Simulations and Pearson have partnered to offer you an integrated simulation and text book experience using Kotler/Keller’s Frameworks for Marketing Management. Find out more here.
Covers Marketing
Intermediate Level
Benchmark Competition