Marketplace® Simulations, Teaching Note, Advanced Strategic Marketing - Bikes
t
MP0006
os
rP
TEACHING NOTE
yo
Advanced Strategic Marketing - Bikes
op
tC
No
Do
, Marketplace® Simulations, Teaching Note, Advanced Strategic Marketing - Bikes
t
os
Table of Contents
Getting Started ....................................................................................................................................................................... 3
Teaching Note ........................................................................................................................................................................ 3
Pedagogical Overview ....................................................................................................................................................... 3
rP
Simulation Overview ......................................................................................................................................................... 5
What is Marketplace? ....................................................................................................................................................... 6
Learning Strategy .............................................................................................................................................................. 6
Software Demo ................................................................................................................................................................. 7
Student Instructions .......................................................................................................................................................... 7
Play Against Classmates or the Computer? ....................................................................................................................... 7
Team Size .......................................................................................................................................................................... 8
Number of Teams in a Game............................................................................................................................................. 8
yo
Advising Students on How to Work Together ................................................................................................................... 8
Team Formation ................................................................................................................................................................ 9
Breakdown of Marketplace Activities and Share of Grade ............................................................................................. 10
Description of Key Marketplace Activities and Related Grading ..................................................................................... 11
Executive Board Meeting to Approve the Marketing Plan .............................................................................................. 12
Report to Board ............................................................................................................................................................... 13
Rationale for Using a Balanced Scorecard ....................................................................................................................... 13
Specific Scorecard Indicators........................................................................................................................................... 14
op
Executive Briefings .......................................................................................................................................................... 15
Role of the Instructor ................................................................................................................................................. 15
Format ........................................................................................................................................................................ 15
Scheduling .................................................................................................................................................................. 16
Peer Evaluations .............................................................................................................................................................. 16
Time Spent Working with the Simulation ....................................................................................................................... 16
Final Grading ................................................................................................................................................................... 17
tC
Final Instructor Presentation Regarding Simulation Benefits and Course Evaluation..................................................... 17
Awards............................................................................................................................................................................. 17
Odds and Ends ................................................................................................................................................................. 17
Happiness Factor ........................................................................................................................................................ 17
Firms are Market Makers, Not Market Takers ........................................................................................................... 18
Questions to the Instructor/coach ............................................................................................................................. 18
Workload .................................................................................................................................................................... 18
False Advertising ........................................................................................................................................................ 19
No
Q5 Activities and Reviewing Strategic Marketing Plans and Pro Forma Statements for the Marketing Plan ................. 19
Assignment: Design a Candy Bar ..................................................................................................................................... 20
Instructor Site – User’s Manual ............................................................................................................................................ 22
Game Overview Screen ................................................................................................................................................... 22
Detailed Reports.............................................................................................................................................................. 25
Results ........................................................................................................................................................................ 28
Coaching Assistant ..................................................................................................................................................... 29
Results Graphs............................................................................................................................................................ 30
Detailed Results .......................................................................................................................................................... 31
Team Strengths & Weaknesses .................................................................................................................................. 32
Do
Decision Highlights ..................................................................................................................................................... 33
Summary of Decisions ................................................................................................................................................ 34
Errors & Warnings ...................................................................................................................................................... 35
Deceptive Advertising ................................................................................................................................................ 36
Badges ........................................................................................................................................................................ 37
Instructor Materials......................................................................................................................................................... 38
1
, Marketplace® Simulations, Teaching Note, Advanced Strategic Marketing - Bikes
t
os
Help File ...................................................................................................................................................................... 39
Grades & Evaluations ...................................................................................................................................................... 40
Simulation Performance............................................................................................................................................. 40
Peer Evaluations ......................................................................................................................................................... 41
Student Feedback ....................................................................................................................................................... 42
Included Microsimulations .............................................................................................................................................. 43
rP
Assurance of Learning Assessment ................................................................................................................................. 43
Game Settings ................................................................................................................................................................. 45
Chat, Email, & Blogs ........................................................................................................................................................ 46
yo
op
tC
No
Do
2
, Marketplace® Simulations, Teaching Note, Advanced Strategic Marketing - Bikes
t
os
Getting Started
This teaching note is designed for administrators of the Marketplace Simulations: Advanced Strategic Marketing –
Bikes simulation.
rP
• The Teaching Note section gives specific information related to the learning objectives and teaching
opportunities inherent in the simulation.
• The Instructor Site – User’s Manual section provides screenshots and description of user and
administrative screens.
Teaching Note
yo
Pedagogical Overview
Advanced Strategic Marketing is designed to engage, challenge, inspire, and transform graduate students into
marketing professionals. Ideal for students that have no marketing training, and possibly, no business training.
Students learn and apply key marketing concepts, principles, tools, and ways of thinking.
It is also fun, realistic, relevant, and spirited.
op
Target Course: Advanced marketing strategy and management at the MBA and EMBA level.
With fewer courses to draw upon than undergraduates, graduate students can jump into a total immersion of
marketing strategy and management. The language, analytical methods, and thought processes emerge as
demanded by the market; it is all learning by doing.
tC
Advanced Strategic Marketing is more complex than Strategic Marketing with more geographic market options,
more customer needs to satisfy, and more brand and advertising options. It requires students to be more
analytical, thoughtful, and strategic in their decision-making.
We can ask how we develop marketing knowledge, skills, and competence? Certainly, the traditional methods of
lectures and textbooks are important in laying down the foundation of marketing theory and practice. However, to
achieve higher levels of critical thinking, it is necessary to ponder, test, reflect, and adjust one’s knowledge. To
achieve skills, we need to practice our trade. And, to achieve competence, we need lots of knowledge and skills.
No
But, we do not need to do it alone. A marketing training coach can channel our energies, thought processes,
practice routines, and feedback mechanisms to advance the level and the speed with which we attain competence.
The goal is to prepare graduates for higher level marketing roles, leaders within their organization.
Game Scenario. Students receive an interesting challenge - to lead a new marketing division of a large,
international, bicycle company. The division's task is to create a business around two innovative technologies: a
more economical form of carbon fiber and an advanced 3D printer. Together, they will make it possible to build a
carbon fiber bike frame of any size and shape within hours, not days like current carbon fiber bikes.
Do
Gone is the cluttered bike store filled with dozens of bikes of assorted designs, sizes, and price points. It is
replaced with a showroom of carefully crafted bike models and a fitting area to measure a bike to the buyer’s
physical and skill requirements. The hassle of selecting the right bike is no more, now it will be a special
experience.
3
t
MP0006
os
rP
TEACHING NOTE
yo
Advanced Strategic Marketing - Bikes
op
tC
No
Do
, Marketplace® Simulations, Teaching Note, Advanced Strategic Marketing - Bikes
t
os
Table of Contents
Getting Started ....................................................................................................................................................................... 3
Teaching Note ........................................................................................................................................................................ 3
Pedagogical Overview ....................................................................................................................................................... 3
rP
Simulation Overview ......................................................................................................................................................... 5
What is Marketplace? ....................................................................................................................................................... 6
Learning Strategy .............................................................................................................................................................. 6
Software Demo ................................................................................................................................................................. 7
Student Instructions .......................................................................................................................................................... 7
Play Against Classmates or the Computer? ....................................................................................................................... 7
Team Size .......................................................................................................................................................................... 8
Number of Teams in a Game............................................................................................................................................. 8
yo
Advising Students on How to Work Together ................................................................................................................... 8
Team Formation ................................................................................................................................................................ 9
Breakdown of Marketplace Activities and Share of Grade ............................................................................................. 10
Description of Key Marketplace Activities and Related Grading ..................................................................................... 11
Executive Board Meeting to Approve the Marketing Plan .............................................................................................. 12
Report to Board ............................................................................................................................................................... 13
Rationale for Using a Balanced Scorecard ....................................................................................................................... 13
Specific Scorecard Indicators........................................................................................................................................... 14
op
Executive Briefings .......................................................................................................................................................... 15
Role of the Instructor ................................................................................................................................................. 15
Format ........................................................................................................................................................................ 15
Scheduling .................................................................................................................................................................. 16
Peer Evaluations .............................................................................................................................................................. 16
Time Spent Working with the Simulation ....................................................................................................................... 16
Final Grading ................................................................................................................................................................... 17
tC
Final Instructor Presentation Regarding Simulation Benefits and Course Evaluation..................................................... 17
Awards............................................................................................................................................................................. 17
Odds and Ends ................................................................................................................................................................. 17
Happiness Factor ........................................................................................................................................................ 17
Firms are Market Makers, Not Market Takers ........................................................................................................... 18
Questions to the Instructor/coach ............................................................................................................................. 18
Workload .................................................................................................................................................................... 18
False Advertising ........................................................................................................................................................ 19
No
Q5 Activities and Reviewing Strategic Marketing Plans and Pro Forma Statements for the Marketing Plan ................. 19
Assignment: Design a Candy Bar ..................................................................................................................................... 20
Instructor Site – User’s Manual ............................................................................................................................................ 22
Game Overview Screen ................................................................................................................................................... 22
Detailed Reports.............................................................................................................................................................. 25
Results ........................................................................................................................................................................ 28
Coaching Assistant ..................................................................................................................................................... 29
Results Graphs............................................................................................................................................................ 30
Detailed Results .......................................................................................................................................................... 31
Team Strengths & Weaknesses .................................................................................................................................. 32
Do
Decision Highlights ..................................................................................................................................................... 33
Summary of Decisions ................................................................................................................................................ 34
Errors & Warnings ...................................................................................................................................................... 35
Deceptive Advertising ................................................................................................................................................ 36
Badges ........................................................................................................................................................................ 37
Instructor Materials......................................................................................................................................................... 38
1
, Marketplace® Simulations, Teaching Note, Advanced Strategic Marketing - Bikes
t
os
Help File ...................................................................................................................................................................... 39
Grades & Evaluations ...................................................................................................................................................... 40
Simulation Performance............................................................................................................................................. 40
Peer Evaluations ......................................................................................................................................................... 41
Student Feedback ....................................................................................................................................................... 42
Included Microsimulations .............................................................................................................................................. 43
rP
Assurance of Learning Assessment ................................................................................................................................. 43
Game Settings ................................................................................................................................................................. 45
Chat, Email, & Blogs ........................................................................................................................................................ 46
yo
op
tC
No
Do
2
, Marketplace® Simulations, Teaching Note, Advanced Strategic Marketing - Bikes
t
os
Getting Started
This teaching note is designed for administrators of the Marketplace Simulations: Advanced Strategic Marketing –
Bikes simulation.
rP
• The Teaching Note section gives specific information related to the learning objectives and teaching
opportunities inherent in the simulation.
• The Instructor Site – User’s Manual section provides screenshots and description of user and
administrative screens.
Teaching Note
yo
Pedagogical Overview
Advanced Strategic Marketing is designed to engage, challenge, inspire, and transform graduate students into
marketing professionals. Ideal for students that have no marketing training, and possibly, no business training.
Students learn and apply key marketing concepts, principles, tools, and ways of thinking.
It is also fun, realistic, relevant, and spirited.
op
Target Course: Advanced marketing strategy and management at the MBA and EMBA level.
With fewer courses to draw upon than undergraduates, graduate students can jump into a total immersion of
marketing strategy and management. The language, analytical methods, and thought processes emerge as
demanded by the market; it is all learning by doing.
tC
Advanced Strategic Marketing is more complex than Strategic Marketing with more geographic market options,
more customer needs to satisfy, and more brand and advertising options. It requires students to be more
analytical, thoughtful, and strategic in their decision-making.
We can ask how we develop marketing knowledge, skills, and competence? Certainly, the traditional methods of
lectures and textbooks are important in laying down the foundation of marketing theory and practice. However, to
achieve higher levels of critical thinking, it is necessary to ponder, test, reflect, and adjust one’s knowledge. To
achieve skills, we need to practice our trade. And, to achieve competence, we need lots of knowledge and skills.
No
But, we do not need to do it alone. A marketing training coach can channel our energies, thought processes,
practice routines, and feedback mechanisms to advance the level and the speed with which we attain competence.
The goal is to prepare graduates for higher level marketing roles, leaders within their organization.
Game Scenario. Students receive an interesting challenge - to lead a new marketing division of a large,
international, bicycle company. The division's task is to create a business around two innovative technologies: a
more economical form of carbon fiber and an advanced 3D printer. Together, they will make it possible to build a
carbon fiber bike frame of any size and shape within hours, not days like current carbon fiber bikes.
Do
Gone is the cluttered bike store filled with dozens of bikes of assorted designs, sizes, and price points. It is
replaced with a showroom of carefully crafted bike models and a fitting area to measure a bike to the buyer’s
physical and skill requirements. The hassle of selecting the right bike is no more, now it will be a special
experience.
3
