Organizations of all sizes use data from operations and from customer & supplier interactions to improve their strategic and tactical decisions. In this simulation, students manipulate and analyze market data and performance measurement outcomes. Then, students employ these descriptive and predictive analytics to inform internal decisions within a consumer products company.
Students play the role of a product marketing manager for a brand of laundry detergent at a large consumer products firm. Students explore several years of existing data and formulate a marketing strategy. Next, they execute that strategy by making decisions about product pricing, target markets, inventory levels, and allocations of marketing and media spending over several simulated years. Students who make extensive use of the data and analytics to make their decisions will be more successful in sales, profit, and market share growth.
This simulation was awarded silver in the Higher Education category at the Serious Play awards in 2016.