business simulation

Business simulation Dr Nibras Hussein Mohammed

Learning by Listening , doing

What is market Place

Marketplace® simulations are a family of business simulations for undergraduate, graduate and executive level business courses.

Marketplace® simulations are a family of business simulations for undergraduate, graduate and executive level business courses.

Used by over 400,000 Trainees through 650 Business schools and 200 corporations in 55 Countries world wide

Used by over 400,000 Trainees through 650 Business schools and 200 corporations in 55 Countries world wide

Marketplace simulations deliver a realistic hands-on learning experience

Marketplace simulations deliver a realistic hands-on learning experience

Marketplace simulations are fully web-based,Marketplace simulations are fully web-based,

Innovative Learning Solutions, Inc. (ILS) provides state-of-the-art learning tools forbusiness schools and business professionals. Through Marketplace, a family of onlinebusiness simulations, ILS helps businesses develop better managers and createcorporate cultures that are more cross-functional, customer-oriented and profit-driven.ILS administers web-based business simulations for hundreds of business schoolsaround the world and provides technical support for the faculty that use Marketplacefor their marketing and business courses.Who is using Marketplace?Telecom & Network ServiceSunday, June

Introduction to Marketplace

Marketplace is a Fun Way toLearn About Marketing!• It is a marketing game.• It is learning by doing.• It brings to life marketing concepts,principles, and ways of thinking.• It energizes the competitive spirit.

Intuitive. Realistic. Easy to Use.

Teresa Cooper, International Marketing Consultant & Professor, describes Marketplace as an exciting pedagogical tool that creates a dynamic learning environment - both in the classroom and the boardroom.

Dr. Uday Tate, marketing professor and director of the EMBA program at Marshall University, discusses the benefits of using the Marketplace simulation games at various levels of business education.

Types of Courses

Introduction Courses

• Introduction to Marketing • Strategic Marketing • Advance strategic Marketing • Introduction to Business and strategy • Strategic management • Strategic E- Commerce • Strategy and business Policy • Integrated Business management • Supply chain and channel

management • Fundamental of channel management

Advance Courses • Strategic Management • Extended strategic corporate • management advance strategic

corporate management

Why Use Marketplace Business simulation

Motivation. The game environment stimulates the competitive spirit. Trainees focus on outsmarting the classmates in a friendly game and the competitiveness drives the learning. Learning occurs as a necessity to master the exercise and perform better than the other teams.

Knowledge retention. Research shows that Trainees remember only about 20% of what we tell them in the classroom. But when they learn by doing, they retain 80% of the knowledge. When Trainees make realistic business decisions in a simulation and immediately see the results of their actions, the important business principles will become a part of their natural thinking.

Excitement. Shouldn't learning be as much fun as playing a game? Business games allow you to put your Trainees in charge of a marketing division or an entire corporation. Trainees get to test their skills in a fun interactive game and they become totally immersed in the learning process. The strategy business game environment entices Trainees and adds a whole new level of excitement to the classroom.

The Introduction to Marketing simulation

Target courses:Marketing principles and introductory marketing courses.The Introduction to Marketing simulation introduces Trainees to the basic concepts of marketing.

Target courses:Marketing principles and introductory marketing courses.The Introduction to Marketing simulation introduces Trainees to the basic concepts of marketing.

Content:Market opportunity analysis, brand development, advertising, pricing, basic sales force management decisions, simplified profit analysis.

Content:Market opportunity analysis, brand development, advertising, pricing, basic sales force management decisions, simplified profit analysis.

Time frame:6 decision rounds, with each round taking 30 minutes to one hour to complete

Time frame:6 decision rounds, with each round taking 30 minutes to one hour to complete

The Introduction to Marketing simulation challenges trainees to make realistic marketing and business decisions in a competitive, fast-paced market.It allows your tanners to develop and execute a complete marketing strategy, including brand design, pricing, ad copy design, media placement, distribution, and sales force management.Throughout the exercise, trainers receive information on customer needs as well as a feedback on customer satisfaction with brands, prices and advertising. They discover how their actions reflect in both brand profitability and firm profitability. Trainees learn to study competitive tactics and adjust their marketing strategy to stay ahead of the competition.

Grading is based on the balanced scorecard that measures profitability, customer satisfaction and market share in the targeted market segments.

The Strategic Marketing simulation

Target courses:Designed for the Marketing Strategy, Marketing Management and Capstone Marketing courses

Target courses:Designed for the Marketing Strategy, Marketing Management and Capstone Marketing courses

Content:Market opportunity analysis, brand development, advertising, pricing, and sales force management decisions. It also includes profitability projections and profitability analysis decisions.

Content:Market opportunity analysis, brand development, advertising, pricing, and sales force management decisions. It also includes profitability projections and profitability analysis decisions.

Time frame:8 decision rounds, with each round taking1 to 2 hour to complete.

Time frame:8 decision rounds, with each round taking1 to 2 hour to complete.

Grading is based on the balanced scorecard that measures profitability, customer satisfaction and market share in the targeted market segments. preparedness for the future and wealth.

The Strategic Marketing simulation is designed for the Marketing Strategy, Marketing Management and Capstone Marketing courses. It exposes the participant to all the aspects of modern marketing.The decision content includes market opportunity analysis, brand development, advertising, pricing, and sales force management decisions. It also includes profitability projections and profitability analysis decisions.The Strategic Marketing simulation allows your Trainees to develop and execute a complete marketing strategy, including brand design, pricing, ad copy design, media placement, distribution, and sales force management.

Introduction to Business Strategy

Ideal for a first course in business. Can also be used in a strategy and/or business policy class because it provides a realistic environment within which to practice one's strategic planning skills.

Ideal for a first course in business. Can also be used in a strategy and/or business policy class because it provides a realistic environment within which to practice one's strategic planning skills.

Contents:Basic concepts of business and strategy. Provides Trainees with broad exposure to many concepts, yet keeps the fine points to a minimum.

Contents:Basic concepts of business and strategy. Provides Trainees with broad exposure to many concepts, yet keeps the fine points to a minimum.

Time frame:6 decision rounds, with each round taking ½ to 1 hour to complete..

Time frame:6 decision rounds, with each round taking ½ to 1 hour to complete..

Grading is based on the balanced scorecard that measures profitability, customer satisfaction, market share in the targeted market segments, human resource management, asset management, financial risk, preparedness for the future and wealth.

The Introduction to Business and Strategy simulation will give Trainees a sample of what the study of business offers without swamping them in details. If they're looking for a taste of the business world, something to excite them, that's what this simulation will do. It introduces the participant to the basic concepts of business and strategy, providing them with broad exposure to many concepts, yet keeping the fine points to a minimum.Trainees will work within a multifunctional business setting where they start up and manage a new venture. The decision content includes the basics of marketing, distribution, human resources, manufacturing, finance and accounting.

The Advanced Strategic Marketing simulation

Designed for the Marketing Strategy, Marketing Management and Capstone Marketing courses. It exposes the participant to all the aspects of modern marketing.

Designed for the Marketing Strategy, Marketing Management and Capstone Marketing courses. It exposes the participant to all the aspects of modern marketing.

Contents:Market opportunity analysis, brand development, advertising, pricing, and sales force management decisions. It also includes profitability projections and profitability analysis decisions. This simulation covers the same areas as Strategic Marketing, with more complex market research data, more regions and more options in brand design and advertising.

Contents:Market opportunity analysis, brand development, advertising, pricing, and sales force management decisions. It also includes profitability projections and profitability analysis decisions. This simulation covers the same areas as Strategic Marketing, with more complex market research data, more regions and more options in brand design and advertising.

Time frame:decision rounds, with each round taking 2 hours to complete.

Time frame:decision rounds, with each round taking 2 hours to complete.

Grading is based on the balanced scorecard that measures profitability, customer satisfaction, market share in the targeted market segments, preparedness for the future and wealth.

is designed for the Marketing Strategy, Marketing Management and Capstone Marketing courses. It exposes the participant to all the aspects of modern marketing.The decision content includes market opportunity analysis, brand development, advertising, pricing, and sales force management decisions. It also includes profitability projections and profitability analysis decisions. This simulation covers the same areas as Strategic Marketing, with more complex market research data, more regions and more options in brand design and advertising.The Advanced Strategic Marketing simulation allows your Trainees to develop and execute a complete marketing strategy, including brand design, pricing, ad copy design, media placement, distribution, and sales force management.

The Strategy and Business Policy simulation

capstone course in business or a course with a heavy strategy component.capstone course in business or a course with a heavy strategy component.

Contents:management of the business' marketing, sales channel, human resource, manufacturing, and financial activities. The learners use a formalized strategic planning template which follows the OST (objective-strategy-tactic) format.

Contents:management of the business' marketing, sales channel, human resource, manufacturing, and financial activities. The learners use a formalized strategic planning template which follows the OST (objective-strategy-tactic) format.

Time frame:6 decision rounds, with each round taking 2 to 2½ hours to complete.

Time frame:6 decision rounds, with each round taking 2 to 2½ hours to complete.


Strategy and Business Policy places a heavy emphasis on formal strategic planning. What differentiates this from other strategy simulations is that the strategic planning process is built into the software. A strategic planning template is interwoven throughout the simulation. It follows the OST (objective-strategy-tactics) format and forces the Trainees to explicitly perform strategic analysis, strategy specification, tactical execution, and real-time control. The goal is to cultivate the OST mental discipline within each Trainees.The Strategy and Business Policy simulation is targeted towards the capstone course in business or a course with a heavy strategy component. The Trainees work within a multifunctional business setting where they start up and manage a new venture for six decision periods (a decision period is the simulation equivalent of a real-world business quarter). They are responsible for managing the business' marketing, sales channel, human resource, manufacturing, and financial activities. Each decision period takes about 2 to 2 ½ hours to complete.

The Venture Strategy simulation

New ventures, business policy, entrepreneurship and capstone business courses. Venture Strategy exposes the participant to all the aspects of business.

New ventures, business policy, entrepreneurship and capstone business courses. Venture Strategy exposes the participant to all the aspects of business.

Contents:Marketing, product development, traditional and web sales channel, human resources management as well as the fundamentals of finance, accounting and operations.

Contents:Marketing, product development, traditional and web sales channel, human resources management as well as the fundamentals of finance, accounting and operations.

Time frame:6 decision rounds, with each round taking 1½ to 2 hours to complete..

Time frame:6 decision rounds, with each round taking 1½ to 2 hours to complete..


Trainees start a new company that enters the microcomputer industry. They deal with Marketing, Product Development, Accounting, Finance and Manufacturing Fundamentals, Financial Analysis, Business Partner Negotiations, Human Resource Management and e-Commerce.As the executive team, Trainees are provided the seed capital (investment money) to start their business. They can use this money to build a factory, open sales offices and/or a web site, and design brands. They invest 2 million in the first quarter and another 1 million in each of the next two quarters. An additional 4 million becomes available in quarter 4 from venture capitalists, for a total of 8 million.

The Strategic Management simulation

designed for strategic management, business policy and capstone business courses. Strategic Management exposes the participant to all the aspects of business.

designed for strategic management, business policy and capstone business courses. Strategic Management exposes the participant to all the aspects of business.

Contents:marketing, product development, traditional and web sales channel, HR management, the fundamentals of finance, accounting and operations.

Contents:marketing, product development, traditional and web sales channel, HR management, the fundamentals of finance, accounting and operations.

Time frame:6 decision rounds, with each round taking 1½ to 2 hours to complete.



in the Strategic Management simulation, Trainees start a new company that enters the microcomputer industry. They deal with Marketing, Product Development, Accounting, Finance and Manufacturing Fundamentals, Financial Analysis, Business Partner Negotiations, Human Resource Management and e-Commerce.As the executive team, Trainees are provided the seed capital (investment money) to start their business. They can use this money to build a factory, open sales offices and/or a web site, and design brands. They invest 2 million in the first quarter and another 1 million in each of the next two quarters. An additional 4 million becomes available in quarter 4 from venture capitalists, for a total of 8 million.

The Strategic E-Commerce simulation

Target courses:Designed specifically for the e-commerce courses. It illustrates the business concepts of the e-commerce environment.

Target courses:Designed specifically for the e-commerce courses. It illustrates the business concepts of the e-commerce environment.

Content:E-commerce business concepts, product development, HR management, fundamentals of finance, accounting and operations.

Content:E-commerce business concepts, product development, HR management, fundamentals of finance, accounting and operations.



In the Strategic E-Commerce simulation, the Trainees, as the executive team, start an e-commerce company that enters the microcomputer business. They deal with the product development, web site management, marketing, production, and human resource management. The Trainees are provided the seed capital (investment money) to start their e-commerce business. They can use this money to startup a web center (or a traditional brick-and-mortar sales channel), design brands and build a factory. They will invest 2 million in the first quarter and another 1 million in each of the next 2 quarters. An additional 4 million will become available in quarter 4 from venture capitalists, for a total of 8 million.

Grading is based on the balanced scorecard that measures profitability, customer satisfaction, market share in the targeted market segments, human resource management, asset management, preparedness for the future and wealth.

The Strategic Corporate Management simulation

Strategic Corporate Management is designed for the integrative business courses. It provides the participant with a profound understanding of the entire business enterprise in the global market environment.

Strategic Corporate Management is designed for the integrative business courses. It provides the participant with a profound understanding of the entire business enterprise in the global market environment.

Contents:Marketing, product development, traditional and web sales channel, human resource management, financial analysis, accounting, manufacturing and quality management.

Contents:Marketing, product development, traditional and web sales channel, human resource management, financial analysis, accounting, manufacturing and quality management.

8 decision rounds, with each round taking 3½ to 4 hours to complete..8 decision rounds, with each round taking 3½ to 4 hours to complete..

Grading is based on the balanced scorecard that measures profitability, customer satisfaction, market share in the targeted market segments, asset management, financial risk, manufacturing productivity, human resource management, preparedness for the future and wealth.

in the Strategic Corporate Management simulation, Trainees start a new company that enters the microcomputer industry. The simulation challenges Trainees to make tough decisions in Accounting, Finance, Advanced Marketing, Advanced Manufacturing, Quality Control, Human Resource Management, e-Commerce, Business Partner Negotiations and Financial Analysis. The market in the game is competitive and fast-paced, the customers are demanding and the competition is working hard to increase market share. As the executive team, the Trainees are provided with the seed capital (investment money) to start up their business. They can use this money to build a factory, open sales offices, and design brands. They will invest 1,000,000 in each of the first four quarters. An additional 5,000,000 will become available in quarter 5 from venture capitalists, for a total of 9,000,000.

Supply Chain & Channel Management

The Supply Chain & Channel Management simulation is targeted at advanced supply chain (logistics) and channels courses at either the undergraduate or graduate level.

The Supply Chain & Channel Management simulation is targeted at advanced supply chain (logistics) and channels courses at either the undergraduate or graduate level.

Contents:Teams become either suppliers or distributors of microcomputers. The decision content includes the fundamentals of marketing, manufacturing, distribution, finance and accounting within an international business setting.

Contents:Teams become either suppliers or distributors of microcomputers. The decision content includes the fundamentals of marketing, manufacturing, distribution, finance and accounting within an international business setting.

decision rounds, with each round taking 3 to 3 1/2 hours per Trainees...decision rounds, with each round taking 3 to 3 1/2 hours per Trainees...

Grading is based on the balanced scorecard that measures profitability, customer satisfaction, market share in the targeted market segments, human resource management, asset management, manufacturing productivity, financial risk, preparedness for the future and wealth.

This simulation focuses on the development and maintenance of business-to-business relationships between teams who become either suppliers or distributors of microcomputers. It gives Trainees in-depth exposure to what actually goes into making supply chains work. Trainees learn to balance selfishness and short-term gain with the potential for greater reward in the long-term. They learn to negotiate, cooperate, and coordinate to achieve desired ends while focusing on win-win solutionsYou are about to start a new company that will enter the microcomputer business. You may choose to be either a supplier or a reseller in this industry. As a supplier, you will choose a plant location, build a factory and produce microcomputers for one or more resellers. As a reseller, you will buy microcomputers from suppliers and market them throughout the world. You will have limited financial resources and complete accounting responsibility. As the executive team, you will provide the seed capital to start your business. You will invest 2 million in the first quarter and another 1 million in each of the next two quarters. An additional 4 million will become available in quarter 4 from venture capitalists, for a total of 8 million

Decision content Introduction to Marketing

Business Fundamentals

Strategic Marketing

Advanced strategic Marketing

Business Management

Marketing Fundamentals

Profit analysis ABC ( activity based costing)

Accounting , finance , manufacturing ( Financial Ratio, Pro- forma planning

Human Resources Management ( Compensation , productivity issues)

Advance Marketing Tools ( brand promotions , sales force incentives

Compare the simulations for marketing courses

Marketing Fundamentals Business Fundamentals

Introduction to business and strategy

Business Management

Venture strategy

Strategic Management

Strategic e- commerce

Strategy and business policy

Profit Analysis - ABC (Activity Based Costing)

Accounting, Finance and Manufacturing Fundamentals

Financial Analysis - Financial ratios, pro-forma planning

Human Resource Management - Compensation, productivity issues

Advanced Marketing Tools - Brand promotions, sales force incentives

Business Partner Negotiations - licensing R&D features

E-Commerce - brick & mortar + web sales channel

Advanced Strategic Planning - strategic planning & analysis template

Business Ethics/Corporate Governance - Consideration to all stakeholders

Compare the simulations for management and strategy courses

It is a marketing game.It is learning by doing.It brings to life marketing concepts,

principles, and ways of thinking.It energizes the competitive spirit.

You do what your real-life counterparts do

Design brands // Design ad copy // Schedule media

Set selling prices // Hire and train sales people // Worry about

profits

You have been selected to head up the new marketing division to sell computers into Asia, the Americas, and Western Europe.

Several other international firms are entering the market at the same time.

You work for a large international electronics firm.

Corporate Headquarters wants to enter the personal computer business.

For example, the Traveler segment

might be selected.

You select the benefits to

mention in the ad and indicate

their order of priority.

You decide which brand

will be featured in the ad.

You can see your

market share by segment and for the

whole market.

The market research shows how satisfied each segment is with your designs and those of the competition.

If a brand is not doing well, compare

it to the higher rated

brands in that segment and

redesign the brand.

Yourbrand

Higher ratedbrand

You are also given a profit analysis of

each brand so that you can adjust your

brand strategy.

Your final grade will be the average of your firm’s profitability, market share, and customer satisfaction. Financial performance* = Operating profit/20,000,000Market performance = Sum of market shares in 2 target segmentsMarketing Effectiveness = Average customer satisfaction with brand

and advertising designs in 2 target segments (scored 0 to 100)

* Corporate Headquarters expect your firm to earn at least 20 million.

Quarter 6 results will be used to compute grade

Name the company

Analyze the market survey

Choose the initial target segment

Schedule the opening of one sales office

Design a brand for the target segment

Hire a few sales people

Price the brand

Design a small advertising campaign

Review the market data from the test market.

Adjust the division’s strategy and tactics (brand design, pricing, advertising, sales force) as needed.

Review the market data from the test market.Adjust the divisions’ strategy and tactics.Select a second segment to target and design a marketing program to go after it.Schedule the opening of a new sales office and hire sales people.

Introduce new brands with new R&D features.Continue with market expansion by adding advertising, sales people and new offices.

Study the market data to determine how to better meet customer needs and surpass the competition through brand design, pricing, advertising, and distribution.

Strategic thinking and

tactical execution

Market performance

(Balanced Scorecard)

profitability

customer satisfaction

market share in targeted markets

How well the division is prepared for the future