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Simulations Overview
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Marketing management simulation game

Marketing Management Simulation Game

Cesim SimBrand develops student understanding and command of the whole marketing decision making process.

Features: The market consists of eight customer segments in two market areas. To encourage and enable unique strategy creation and execution, students start their Cesim SimBrand® companies fresh without any operations history.

Participants are provided with a decision making tool that helps them to try and practice with different scenarios as well as analyze the outcomes of their decisions and projections. In addition, the simulation generates a range of reports that will help the teams to analyze and benchmark their own performance against their competitors.

Student tasks: A significant part of the decision making challenge is to unify product dimensions with customer segmentation. Product dimensions include capabilities, functionality, and design.

Key learning areas: The simulation covers marketing topics including segmentation, positioning, distribution channel investments, advertising budget allocation, after sales services, pricing, sales forecasting, marketing research, competitor analysis, research and development, and profitability.

Key success factors: The essence of the Cesim SimBrand® simulation is to mirror a fast developing smartphone market that is driven by short product life cycles and innovation; where constant attention to product development, good timing and successful positioning are the keys to success.

Expected outcome: As an outcome of the simulation exercise, students will fully comprehend the different parts of the marketing decision making process, their relationship with each other, and their impact on the company’s overall results. In addition, students will gain invaluable experience in teamwork and problem solving.

Available languages: English, French, Italian, Lithuanian, Portuguese, Romanian, Russian, Mandarin Chinese, and Spanish

Customers include: Aalto University, ESSEC, EPSCI Bachelor in Business Administration (ESSEC Business School), Pôle ESG, Leeds University, Coventry University, Higher Colleges of Technology (UAE)