What are Marketplace Simulations?

Let your students experiment with entrepreneurship strategies in an engaging game-like exercise. They launch new products to the market and manage the entire product life cycle, from introduction to growth to maturity. Learning content is gradually and purposefully introduced as the market evolves.



Core Learning Content

Strategy Students live and breathe strategic analysis, strategy formulation, tactical execution, and the strategic management of resources to achieve their business goals.  A pitch to outside investors and a formal business plan can be added to further contribute to strategy insights.
Marketing Develop, price, and promote a portfolio of brands to target market segments.
Sales Create global expansion strategy based on market potential, costs, and available resources.
Manufacturing Project demand, schedule production, and invest in capacity expansions.  Manage inventory, lost sales, and excess capacity.
Accounting/Finance Review financial statements, brand profitability reports, and industry financial ratios in order to manage operations, cash, and profits relative to stated goals.  Plan the firm’s finances with pro forma accounting and investing and lending options.
Human Resources Create compensation packages, including employee benefits, that affect employee productivity.
Business Negotiations Negotiate R&D license agreements.
Entrepreneurship Start up and run a new venture. Students face new issues, decisions, and information as they naturally unfold over the lifecycle of the company/product.

Key Differences Between Strategy Simulations

Simulations Introduction to Business and Strategy Strategy and Business Policy Advanced Strategic Management
Description Focuses on the development and management of business strategy across all functional areas and over time.  Establishes the need for strategic planning without a formal template.  Instructor can add a mental model to guide student work. Builds on Introduction to Business and Strategy with a bit more functional complexity.  The major focus is on formal strategic planning based on the OST (objective-strategy-tactic) mental framework.  Templates are provided for strategic analysis, strategy specification, tactical execution, and real-time tactical control. Provides a deep understanding of the entire business enterprise in the global market.  Students must deal with complex strategic and tactical issues across all functional areas.  Success requires the use of a wide variety of business concepts and analytics.  Includes formal strategic planning templates based on the OST (objective-strategy-tactic) mental framework.
Typical courses First course in strategy and policy Capstone business course with a strong strategy focus
Educational level Second or third year undergraduate students Fourth year undergraduate students. Introductory courses at the master’s level are also viable. MBA, EMBA and possibly advanced undergraduate students
Decision rounds 6 decision rounds of 60 to 75 minutes 6 decision rounds of 2 to 2.5 hours 8 decision rounds of 4 to 4-1/2 hours
Class size 20 to 40 students.  The optimal game size is 4-6 teams of 3-5 students, up to 8 teams are possible.  Parallel games work well with larger classes; as many as 30 games of 30 students have been played simultaneously.
Languages English English
• Compete against classmates or computer (all games playable against classmates)

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