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The University of Southampton

MANG3079 Marketing Simulation (SIM)

Module Overview

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.

Aims and Objectives

Module Aims

this module provides students with an understanding of the role of marketing management within organisations. Marketing theories, concepts, tools and models are applied via a computer simulation of a competitive industry.

Learning Outcomes

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

  • the concepts and techniques that are required for the effective implementation of the core marketing disciplines in contemporary organisations;
  • the decisions faced by organisations and the techniques and approaches that support the development of marketing across a broad range of functional areas.
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • critically evaluate marketing decisions in the context of a marketing simulation game;
  • plan, implement and evaluate marketing decision (including areas such as segmentation, targeting and positioning, production planning, pricing, product management, communications, and distribution channels).
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • work effectively as part of a marketing team to discuss, plan and implement complex marketing strategies. As a result of this, students will be able to demonstrate their interpersonal skills and their value as a team player;
  • demonstrate effective written and/or verbal communication skills.


The module will feature the following topics: • Marketing decision making as part of a team in the context of the marketing simulation game; • Integrating managerial practice and theoretical concepts covered in module lectures and previous learning programme; • Planning, implementing and evaluating marketing decisions in the various business areas (e.g., segmentation, targeting and positioning; pricing; product management, communications, distribution channels; production planning). • Choosing and interpreting market research information for decision making.

Special Features

The module will utilize the online simulation package MARKSTAT, which is the most used marketing simulation game in the world. It enables students to practice marketing decision making in various areas. These include product and brand portfolio management, pricing, sales forecasting and production planning, targeting and positioning of product offerings, allocating salesforce and distribution resources, amongst others. The license fee for participating the simulation game will be covered by the university.

Learning and Teaching

Teaching and learning methods

Teaching methods include: • Lectures pertaining to decision areas covered in the marketing simulation game • Tutorial sessions for decision making in the marketing simulation game • Private group work to prepare decision making sessions • Private study guided by the assigned readings • Personal reflection

Completion of assessment task20
Follow-up work24
Preparation for scheduled sessions18
Total study time150

Resources & Reading list

Other. Online resources will be made available through Virtual Learning Environment (VLE).



In-class activities


MethodPercentage contribution
Essay  (2500 words) 80%
Group presentation  (20 minutes) 20%


MethodPercentage contribution
Essay  (2500 words) 100%


MethodPercentage contribution
Essay  (2500 words) 100%

Repeat Information

Repeat type: Internal & External


Costs associated with this module

Students are responsible for meeting the cost of essential textbooks, and of producing such essays, assignments, laboratory reports and dissertations as are required to fulfil the academic requirements for each programme of study.

In addition to this, students registered for this module typically also have to pay for:


Recommended texts for this module may be available in limited supply in the University Library and students may wish to purchase the mandatory/additional reading text as appropriate.

Please also ensure you read the section on additional costs in the University’s Fees, Charges and Expenses Regulations in the University Calendar available at

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