new practical business and marketing training

1. Business simulation
Dr Nibras Hussein Mohammed

2. Learning by Listening , doing

3. What is market Place
Marketplace® simulations are a
Marketplace® simulations are a
family of business simulations for
family of business simulations for
undergraduate, graduate and
undergraduate, graduate and
executive level business courses.
executive level business courses.
Used by over 400,000 Trainees
Used by over 400,000 Trainees
through 650 Business schools
through 650 Business schools
and 200 corporations in 55
and 200 corporations in 55
Countries world wide
Countries world wide
Marketplace simulations deliver a
Marketplace simulations deliver a
realistic hands-on learning
realistic hands-on learning
experience
experience
Marketplace simulations are fully
Marketplace simulations are fully
web-based,
web-based,
Innovative Learning Solutions, Inc. (ILS) provides state-of-theart learning tools for
business schools and business professionals. Through
Marketplace, a family of online
business simulations, ILS helps businesses develop better
managers and create
corporate cultures that are more cross-functional, customeroriented and profit-driven.
ILS administers web-based business simulations for hundreds
of business schools
around the world and provides technical support for the
faculty that use Marketplace
for their marketing and business courses.
Who is using Marketplace?
Telecom & Network Service
Sunday, June

4. Introduction to Marketplace
Intuitive. Realistic. Easy to Use.
Marketplace is a Fun Way to
Learn 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.
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.
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.

5. Types of Courses
Introduction Courses
Advance 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
Strategic Management
Extended strategic corporate
management advance strategic
corporate management

6. 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.

7. The Introduction to Marketing simulation
Grading is based on the balanced scorecard that measures profitability, customer satisfaction and
market share in the targeted market segments.
Target courses:
Target courses:
Marketing principles and introductory
Marketing principles and introductory
marketing courses.
marketing courses.
The Introduction to Marketing simulation
The Introduction to Marketing simulation
introduces Trainees to the basic
introduces Trainees to the basic
concepts of marketing.
concepts of marketing.
Content:
Content:
Market opportunity analysis, brand
Market opportunity analysis, brand
development, advertising, pricing, basic
development, advertising, pricing, basic
sales force management decisions,
sales force management decisions,
simplified profit analysis.
simplified profit analysis.
Time frame:
Time frame:
6 decision rounds, with each round
6 decision rounds, with each round
taking 30 minutes to one hour to
taking 30 minutes to one hour to
complete
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.

8. The Strategic Marketing simulation
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.
Target courses:
Target courses:
Designed for the Marketing Strategy,
Designed for the Marketing Strategy,
Marketing Management and Capstone
Marketing Management and Capstone
Marketing courses
Marketing courses
Content:
Content:
Market opportunity analysis, brand
Market opportunity analysis, brand
development, advertising, pricing, and
development, advertising, pricing, and
sales force management decisions. It
sales force management decisions. It
also includes profitability projections and
also includes profitability projections and
profitability analysis decisions.
profitability analysis decisions.
Time frame:
Time frame:
8 decision rounds, with each round
8 decision rounds, with each round
taking1 to 2 hour to complete.
taking1 to 2 hour to complete.
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.

9. Introduction to Business Strategy
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.
Ideal for a first course in business. Can also
Ideal for a first course in business. Can also
be used in a strategy and/or business policy
be used in a strategy and/or business policy
class because ititprovides a realistic
class because provides a realistic
environment within which to practice one's
environment within which to practice one's
strategic planning skills.
strategic planning skills.
Contents:
Contents:
Basic concepts of business and
Basic concepts of business and
strategy. Provides Trainees with broad
strategy. Provides Trainees with broad
exposure to many concepts, yet keeps
exposure to many concepts, yet keeps
the fine points to a minimum.
the fine points to a minimum.
Time frame:
Time frame:
6 decision rounds, with each round
6 decision rounds, with each round
taking ½ to 1 hour to complete..
taking ½ to 1 hour to complete..
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.

10. The Advanced Strategic Marketing simulation
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.
Designed for the Marketing Strategy,
Designed for the Marketing Strategy,
Marketing Management and Capstone
Marketing Management and Capstone
Marketing courses. It exposes the participant
Marketing courses. It exposes the participant
to all the aspects of modern marketing.
to all the aspects of modern marketing.
Contents:
Contents:
Market opportunity analysis, brand
Market opportunity analysis, brand
development, advertising, pricing, and sales
development, advertising, pricing, and sales
force management decisions. It also includes
force management decisions. It also includes
profitability projections and profitability
profitability projections and profitability
analysis decisions. This simulation covers
analysis decisions. This simulation covers
the same areas as Strategic Marketing, with
the same areas as Strategic Marketing, with
more complex market research data, more
more complex market research data, more
regions and more options in brand design
regions and more options in brand design
and advertising.
and advertising.
Time frame:
Time frame:
decision rounds, with each round taking
decision rounds, with each round taking
2 hours to complete.
2 hours to complete.
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.

11. The Strategy and Business Policy simulation
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.
capstone course in business or a course with
capstone course in business or a course with
a heavy strategy component.
a heavy strategy component.
Contents:
Contents:
management of the business' marketing,
management of the business' marketing,
sales channel, human resource,
sales channel, human resource,
manufacturing, and financial activities. The
manufacturing, and financial activities. The
learners use a formalized strategic planning
learners use a formalized strategic planning
template which follows the OST (objectivetemplate which follows the OST (objectivestrategy-tactic) format.
strategy-tactic) format.
Time frame:
Time frame:
6 decision rounds, with each round
6 decision rounds, with each round
taking 2 to 2½ hours to complete.
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.

12. The Venture Strategy simulation
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.
New ventures, business policy,
New ventures, business policy,
entrepreneurship and capstone business
entrepreneurship and capstone business
courses. Venture Strategy exposes the
courses. Venture Strategy exposes the
participant to all the aspects of business.
participant to all the aspects of business.
Contents:
Contents:
Marketing, product development, traditional
Marketing, product development, traditional
and web sales channel, human resources
and web sales channel, human resources
management as well as the fundamentals of
management as well as the fundamentals of
finance, accounting and operations.
finance, accounting and operations.
Time frame:
Time frame:
6 decision rounds, with each round
6 decision rounds, with each round
taking 1½ to 2 hours to complete..
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 eCommerce.
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.

13. The Strategic Management simulation
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.
designed for strategic management,
designed for strategic management,
business policy and capstone business
business policy and capstone business
courses. Strategic Management exposes the
courses. Strategic Management exposes the
participant to all the aspects of business.
participant to all the aspects of business.
Contents:
Contents:
marketing, product development, traditional
marketing, product development, traditional
and web sales channel, HR management,
and web sales channel, HR management,
the fundamentals of finance, accounting and
the fundamentals of finance, accounting and
operations.
operations.
Time frame:
Time frame:
6 decision rounds, with each round
6 decision rounds, with each round
taking 1½ to 2 hours to complete.
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.

14. The Strategic E-Commerce simulation
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.
Target courses:
Target courses:
Designed specifically for the eDesigned specifically for the ecommerce courses. It illustrates the
commerce courses. It illustrates the
business concepts of the ebusiness concepts of the ecommerce environment. .
commerce environment
Content:
Content:
E-commerce business concepts,
E-commerce business concepts,
product development, HR
product development, HR
management, fundamentals of
management, fundamentals of
finance, ,accounting and operations.
finance accounting and operations.
Time frame:
Time frame:
6 decision rounds, with each round
6 decision rounds, with each round
taking 1½ to 2 hours to complete.
taking 1½ to 2 hours to complete.
In the Strategic E-Commerce simulation, the
Trainees, as the executive team, start an ecommerce 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.

15. The Strategic Corporate Management simulation
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.
Strategic Corporate Management is designed
Strategic Corporate Management is designed
for the integrative business courses. It
for the integrative business courses. It
provides the participant with a profound
provides the participant with a profound
understanding of the entire business
understanding of the entire business
enterprise in the global market environment.
enterprise in the global market environment.
Contents:
Contents:
Marketing, product development, traditional
Marketing, product development, traditional
and web sales channel, human resource
and web sales channel, human resource
management, financial analysis, accounting,
management, financial analysis, accounting,
manufacturing and quality management.
manufacturing and quality management.
8 decision rounds, with each round
8 decision rounds, with each round
taking 3½ to 4 hours to complete..
taking 3½ to 4 hours to complete..
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.

16. Supply Chain & Channel Management
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.
The Supply Chain & Channel Management
The Supply Chain & Channel Management
simulation is targeted at advanced supply
simulation is targeted at advanced supply
chain (logistics) and channels courses at
chain (logistics) and channels courses at
either the undergraduate or graduate level.
either the undergraduate or graduate level.
Contents:
Contents:
Teams become either suppliers or
Teams become either suppliers or
distributors of microcomputers. The decision
distributors of microcomputers. The decision
content includes the fundamentals of
content includes the fundamentals of
marketing, manufacturing, distribution,
marketing, manufacturing, distribution,
finance and accounting within an
finance and accounting within an
international business setting.
international business setting.
decision rounds, with each round taking
decision rounds, with each round taking
3 to 3 1/2 hours per Trainees...
3 to 3 1/2 hours per Trainees...
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 solutions
You 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

17. Compare the simulations for marketing courses
Decision content
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
Introduction to
Marketing
Business
Strategic
Fundamentals Marketing
Advanced
strategic
Marketing
Business
Management

18. Compare the simulations for management and strategy
courses
Marketing Fundamentals
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
Business
Fundamentals
Introduction to
business and
strategy
Business
Management
Venture
strategy
Strategic
Management
Strategic ecommerce
Strategy and
business
policy

20. 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

23. You work for a large international electronics firm.
Corporate Headquarters wants to enter the
personal computer business.
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.

26. For example, the
Traveler segment
might be
selected.

29. You decide
which brand
will be featured in
the ad.
You select the
benefits to
mention in the
ad and indicate
their order of
priority.

32. You can
see your
market share
by segment
and for the
whole
market.

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

34. If a brand is not
doing well, compare
it to
the higher rated
brands in that
segment and
redesign the brand.
Your
brand
Higher
rated
brand
You are also given a
profit analysis of
each brand so that
you can adjust your
brand strategy.

35. Quarter 6 results will be used to compute grade
Your final grade will be the average of your firm’s profitability, market
share, and customer satisfaction.
Financial performance* = Operating profit/20,000,000
Market performance = Sum of market shares in 2 target segments
Marketing 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.

37. Design a brand for the
target segment
Hire a few sales people
Price the brand
Name the company
Analyze the market survey
Choose the initial target segment
Schedule the opening of one sales office
Review the market data from the test
market.
Adjust the division’s strategy and tactics
(brand design, pricing, advertising, sales
force) as needed.
Design a small
advertising
campaign
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.

38. 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