Managing Segments and Customers
Simulation to Formulate and Execute an Integrated Marketing Strategy
Simulation Overview
This simulation immerses learners in the challenge of formulating and executing an integrated marketing strategy. Using market research and performance data, they make decisions about segmentation, targeting, and positioning while managing scarce resources and competing priorities. Participants must balance pricing, channel management, and product investment choices against both financial outcomes and customer satisfaction. Through iterative decision-making, they experience firsthand the trade-offs inherent in marketing strategy, customer acquisition and retention, and competitive response in a dynamic marketplace.
Players
Multiplayer
Single Player
Languages
English
Simulation Time
Total Time: 2 hours
Intro 5 minutes, Gameplay 1 hour, Debrief 1 hour
Accessibility
WCAG 2.0 Compliance
Price
$165 per person
The Story
Learners take on the role of CEO at Marker Motion, Inc., a company specializing in advanced motion-capture sensors. Although profitable, the firm faces declining revenues and a powerful, reactive competitor threatening its position. Across three simulated years, learners must analyze shifting market data to determine which of four distinct B2B segments to pursue and how best to position their product. Success requires aligning product features through R&D with customer needs, managing channel conflict with distributors, and navigating high-stakes trade-offs among pricing, investment, and profitability—all while ensuring the company’s long-term survival.
Core Competencies
Customer Retention and Experience
Data-Driven Insights
Market and Customer Research
Strategic Decision Making
Learning Objectives
Resources to Power Your Simulation
This simulation comes with a Facilitation Guide along with 1:1 facilitator training and free trial accounts.
Available with this simulation
Facilitation Guide
Debrief Slides
Author Video
Facilitator Video
Free Trial & Demo
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