For professionals in education, the gold standard is our Markstrat simulation,
now used by more than 500 academic institutions, including 8 of the top 10
international business schools and 25 of the top 30 in the US.
How it works
Markstrat offers MBA students and professionals a risk-free platform for
testing theories and making decisions. From competitive forces to the effects
of sales, distribution, R&D and advertising, every aspect is real. Teams
get their results at once, and use it to refine their decisions over time.
Nothing else provides such immediate feedback.
Each team of three to six participants competes against each other to
successfully pilot their industrial company over a multi-year period. The name
of the game isn’t just tactics, but long-term strategy. Because decisions are
made over a six-to-twelve year period, teams are forced to not only plan for
short-term profits, but long-term objectives.
Since each team’s actions directly influence the market, competitive analysis is
a must. Competitor actions and reactions, new product launches, sales and
distribution strategies all define how teams manage their own product
portfolio, R&D projects, positioning, pricing and distribution channels.
The competition is real, but so is the teamwork. Participants not only learn
from the simulation, but from each other, keeping the level of enthusiasm high.
From the instructor’s perspective, integrating and administrating the simulation
couldn’t be easier. We’ll even provide online instructor training that ensures
total confidence in two short hours.
What it covers
Markstrat is designed for teaching strategic marketing concepts and decisions,
• Market segmentation
• Product strategies
• Marketing mix
• Market research
Markstrat incorporates the latest theories of market and competitive behavior.
Its model has been extensively tested by academics, students and executives in
a wide range of industries.