Cesim Marketing ESG icon
Marketing Management Simulation

Cesim Marketing simulation develops participants’ strategic marketing capabilities and promotes a holistic approach to decision making.

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Case description:

The marketing simulation game consists of eight customer segments in two market areas and a maximum of six different products with varying features that can be offered to the markets simultaneously. In order to encourage unique strategy creation and execution, participants start their 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.

Participant tasks:

A significant part of the decision making challenge is to actively manage the product portfolio by matching both qualitative and quantitative features of products with the selected target segments’ preferences. Moreover, pricing, promotion and channel selection need to be set based on the segments’ preferences. In addition, teams manage the after sales and research and development decisions.

Key learning areas:

The marketing game simulation covers marketing topics including product life cycle management, product mix management, market segmentation, positioning, distribution channel investments, advertising budget allocation, after sales services, pricing, sales forecasting, marketing research, competitor analysis, research and development, revenue and margin management and overall profitability.

Key success factors:

The essence of Cesim Marketing simulation is to mirror a rapidly changing market place that is driven by short product life cycles and innovation; where constant attention to core competences, timely product development, segmentation, positioning, and marketing communications are the keys to success.

Expected outcome:

As an outcome of the marketing strategy simulation game, participants 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, participants will gain invaluable experience in teamwork and problem solving.

Available languages:

English, French, German, Italian, Mandarin Chinese, Portuguese, Romanian, Russian, Spanish, Turkish.


Aalto University, ESSEC, EPSCI Bachelor in Business Administration (ESSEC Business School), Pôle ESG, Leeds University, Coventry University, Higher Colleges of Technology (UAE), IMD, University of Illinois, University of Durham.

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