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Marketing Simulation

When you'll study it
Semester 2
CATS points
15
ECTS points
7.5
Level
Level 6
Module lead
Lesley Strachan

Module overview

Marketing theories, concepts, tools and models are applied via a computer simulation of a competitive industry. In the simulation game, teams of students will compete against each other in one industry and make decisions over a series of periods. Decisions will be made in key marketing areas such as targeting of customer segments and positioning of products, analysing market research studies, pricing of products, advertising, research and development, production planning, product portfolio management (introduction, removal, re-design), channel choice and sales force allocation, amongst others.

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