STRATEGIC MARKETING MANAGEMENT

Marketing Management Simulation SimBrand develops the understanding and command of the whole marketing decision making process.

This business simulation has been developed by the world's leading experts in the field of learning through action products - CESIM OY of Finland.

WATCH THE INTRODUCTORY VIDEO

FOCUS

Marketing, strategic marketing

TARGET AUDIENCE

Managers and marketing specialists, product managers, brand managers, sales force

MAIN FEATURES

In the simulation the marketing consists of eight customer segments in two market areas. To encourage and enable a unique strategy creation and execution, students start their companies fresh without any operations history. Participants are provided with a decision making tool that helps them to try and practice with different scenarios as well as analyze the outcomes of their decisions and projections. In addition, the simulation generates a range of reports that will help the teams to analyse and benchmark their own performance against their competitors.

PARTICIPANT TASKS

A significant part of the decision making challemge is to match both qualitative and quantitative product featurss of each product in the portfolio with the selected target segments' preferences. Moreover, pricing, promotion and channel selection should be set based on the segments' preferences.

KEY DEVELOPMENT AREAS

The simulation covers marketing topics including

product life cycle management
segmentation
positioning
distribution channel investments
dvertising budget allocation
after sales services
pricing
sales forecasting
marketing research
competitor analysis
research and development
profitability

KEY SUCCESS FACTORS

The essence of Cesim SimBrand simulation is to mirror a fast developing market that is driven by short product life cycles and innovation; where constant attention to core competences, timely product development, segmentation, positioning, and marketing communications are the keys to success.

EXPECTED ACHIEVEMENTS

As an outcome of the simulation exercise, participants will 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. In addition, participants will gain invaluable experience in teamwork and problem solving.

DURATION

2 training days

AVAILABLE LANGUAGES

Russian, English