How do Postgraduate IT students run a Marketing Simulation© tool?

Launched by Harvard Business Publishing for Educators in 2009, the Marketing Simulation: Managing Segments and Customers® has been conducted in the classes of Master’s IT class during the three sequential academic years – 2009/10, 2010/11 and 2011/12. A need of segmenting student strategies has been identified so as to draw attention on the issues: how do Master’s IT students perceive the classroom debrief support in Marketing Management and how do they proceed further? How do the IT students prefer to play the simulation – pragmatically or holistically? How much of them succeed in playing it in a holistic manner, covering the scope of the simulation by:

  • managing segment and customer behaviour;
  • monitor competitive behaviour;
  • understanding market and consider market conditions;
  • using marketing research;
  • making investment decisions as product feature improvements;
  • leveraging by pricing decisions; and
  • managing channel conflict?

To affirm whether any of learning objectives, set behind the MSim® scope, have been pursued, a parallel has been extended between students’ engagement by means of their enrollment, participation and activity, from one side, and their personal scores, from the other.

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