Marketing Simulation

• Credit value: 15 credits at Level 5
• Convenor: Nick Pronger
• Assessment: a 15-minute presentation (25%) and 4000-word report (75%)

In this module we focus on a marketing simulation that allows you to demonstrate your individual skills and knowledge through the format of a group-based simulation and thus put into practice some of the theory-based learning that has occurred during the first level of the course. The aim is to develop your understanding of the various principles, driving forces and practices of the marketing subject area.

In the simulation, in teams of three to five, you will act as the manager of a jeans brand in a very competitive market. The simulation consists of eight rounds, each representing a quarter of a year. In each round, you have to take tactical actions and work on strategic decisions which will be automatically put into your marketing plan. The rounds are as follows:

• Analysis and objectives
• Segmentation and objectives
• Positioning and branding
• Product and price
• Promotion
• Place
• People and process
• Physical environment

By the end of this module, you will:

• have a broad perspective on the role of marketing
• have knowledge and skills in product life cycle management, segmentation, positioning, distribution channel investments, advertising budget allocation, after sales services, pricing, sales forecasting, marketing research, competitor analysis, research and development, and profitability
• 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
• be able to analyse and reflect on your own behaviour, decision-making and consumption of products and services through the simulation.