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MARKETER: A SIMULATION GAME 3rd Edition

Jerald Smith and Peggy Golden

Note: This simulation is being converted for the web and is not available at this time. We recommend Biz Sim, a simulation that we have written as the Manager replacement. Please check it out at the following website (click on this link): http://home.att.net/%7Esimulations/BizSim.htm

A business simulation game designed for students enrolled in a management course or management development program. It provides student players with simulated real world experience in managerial decision making and enables them to see the relevance of the principles being taught in the course. The game is simple enough to learn in about an hour and yet includes all of the variables a student needs to know to understand the major concepts of an introductory business/management course or organizational training. An additional benefit for students is that they will experience how the various functional areas of business mesh together and affect each other.

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This business simulation game is designed for students enrolled in a marketing course or management development program. Student players experience simulated real world experience in managerial decision making enabling them to see the relevance of the principles being taught in the course. The game is simple enough to learn in about an hour and yet includes all of the variables a student needs to know to understand the major concepts of the marketing process. An additional benefit for players of MARKETER: A Simulation is that they experience the complexities of competition early on the simulated game. Although the scenario described in the student manual concerns the home entertainment industry, the instructor can substitute another scenario, if desired.

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OVERVIEW

In playing the simulation game, students acting as management teams make a variety of decisions that will have an impact on their company's operations. The decisions each team must make include price of the product, various marketing budgets, ordering levels, quality and product development budgets, and market research. A unique and optional feature of MARKETER: A Simulation is the inclusion of mini-cases in marketing (these are termed incidents in this manual). Student decisions are recorded on Decision Forms and can be quickly analyzed and evaluated on a personal computer by the instructor. The instructor needs no heavy-duty computer knowledge to administer the game.
The objectives of this simulation game are:

To allow students with different academic interests to make marketing mix decisions and to consider the multidimensional aspects of these decisions

To provide the opportunity for student interaction in organization teamwork

To improve students' communication, leadership, and interpersonal relation skills

To help students develop rational decision making skills

To demonstrate the importance of such management tools as budgeting, forecasting, strategic planning, break-even, and other types of data analyses

To introduce students to various environmental, ethical, and social responsibility problems that may occur in a firm and to show the consequences of the decisions they make

Unfortunately, no simulation can duplicate real life. This simulation, however, attempts to build a marketing model that is as close as possible to actual conditions. It is suggested that student teams approach the simulation as a real-world environment in which they must compete against other firms, not play against the computer.

The instructor's manual, which is only available to the administrator, has been installed on the administrator's floppy disk. It explains how to administer the simulation and provides suggestions for grading the performance of student teams.