Following the positive feedback on the marketing simulation game, I have decided to further develop the complexity of the game and introduce a more “advanced positioning marketing simulation game”.
This is an extension of the initial game – so it has the same look and feel to students. However, it increases the complexity of decisions by introducing a number of new rule changes, such as:
- the overall market size increases during the life of the game,
- the center (consumer preferences) of each segment shifts over the game rounds,
- each positioning cell may increase, decrease or remain stagnant throughout the game,
- there are different levels of costs for developing new products as opposed to repositioning existing products, and
- there is an ongoing product management/support cost levied on a per product basis.
Impact on Sim Game Decisions
The combination of these role changes means that the challenge and difficulty of each decision increases. Because each of the positioning cells are changing in value, along with the “center” of the market segment also shifting, teams are “forced” to review each of the product positioning decisions each round – making ongoing product management for more important (and needing to balance the investment between new products and existing products).
There is also a significant trade-off between developing products to target a segment in one go, or to develop products in two stages – as there is now a significant financial an incentive to bring a product to market and then reposition it. While this approach may provide short-term financial benefits for a team, it also signals their intended moves to competitors (which they would prefer to avoid – so a trade-off between financial impact and “strategic surprise”).
The addition of a product management/support cost also improves the need for teams to consider the financial viability of their products at all times.
Timing on Sim Game Decisions
The free simulation game – which really should be played first – allows for decisions to be made within 10 to 15 minutes per round (depending upon class level). However, with this game is possible that students can “scenario test” many possible strategic options and are likely to need longer to make their decisions – and the game could be extended into weekly decisions to be played over a term/semester if required.
Able to repeat the Sim Game with the same class
Because of the additional complexity of the game, no two variations of the game would be the same. Therefore, it would be possible to play this game multiple times with the same student class. The outcomes of the game would significantly vary based upon the team’s responses to competitor activity. This also means that there is no one generic strategy that will always prove to be successful, as teams will need to be very market oriented to perform well.
Instructor’s video on “how to run the sim game”
Fun Quiz on the Rules for Students
I’ve also developed a 20 question Kahoot quiz that can be played with the class (optionally) prior to playing the game to ensure each team has sufficient understanding of the rules. This also adds a bit of fun and excitement to the competitive spirit of the class.
Student’s video on “how to play the sim game”
Small Fee for an Ongoing License
Due to the significant work involved in the back-end calculations required for this more advanced simulation game, it is necessary to charge a small fee of $39 US for the game. This fee provides an ongoing license for a single user to run the game as required.
Other simulation decision games
Also check out the expert-level simulation game – more decisions, more complexity, more learning!