8881
REVI SED: OCTO BER 3 , 2020
T EA CH ING NOT E
Marketing Simulation:
Managing Segments and Customers V3
,Table of Contents
Quick Facts............................................................................................................................................ 4
Key Information........................................................................................................................................4
Running the Simulation............................................................................................................................4
Learn More...............................................................................................................................................4
Getting Started............................................................................................................................................5
Teaching Note..............................................................................................................................................5
Overview..................................................................................................................................................5
Introduction..............................................................................................................................................5
Synopsis.................................................................................................................................................5
Teaching Objectives...............................................................................................................................6
The Student Experience...............................................................................................................................7
Overview..................................................................................................................................................7
Analyze Section.....................................................................................................................................8
Teaching Plan...............................................................................................................................................9
Suggested Uses.........................................................................................................................................9
Possible Team Play................................................................................................................................9
Introduction..............................................................................................................................................9
Sample Assignment Schedule..............................................................................................................10
Debrief the Simulation............................................................................................................................10
Assignment Questions.........................................................................................................................11
Classroom Discussion..........................................................................................................................11
Framework for Analysis.......................................................................................................................14
Design Principles Adopted in Developing the Simulation.......................................................................31
Technical Guide................................................................................................................................. 33
Adopting the Simulation and Enabling Student Access..........................................................................33
Help Resources....................................................................................................................................34
Simulation Overview..................................................................................................................................35
Student User Screens.............................................................................................................................35
HARVARD BUSINESS PUBLISHING | Marketing Simulation: Managing Segments and 2
Customers V3
, Prepare Page.......................................................................................................................................35
Tutorial................................................................................................................................................35
Analyze Section...................................................................................................................................36
News Tab.............................................................................................................................................44
Decide Page.........................................................................................................................................45
Results.................................................................................................................................................47
Leaderboard........................................................................................................................................48
Team Play............................................................................................................................................49
Facilitator User Screens..........................................................................................................................50
Simulation Setup.................................................................................................................................50
User Management................................................................................................................................52
Facilitator Materials............................................................................................................................53
Class Results.........................................................................................................................................53
Best Score............................................................................................................................................54
Market Position...................................................................................................................................55
Appendices................................................................................................................................................57
Appendix A: Prepare Text.......................................................................................................................57
Appendix B: Sample Simulation Results and Sensitivities........................................................................58
Appendix C: Student Decisions...............................................................................................................61
Appendix D: Model Decision Causality....................................................................................................62
Appendix E: Causal Diagram...................................................................................................................64
Appendix F: Model Decision Fields.........................................................................................................65
Appendix G: Endogenous News Field Entries.........................................................................................65
Appendix H: Calculation of Player Scores...............................................................................................66
Appendix I: Suggested Reading..............................................................................................................68
Appendix J: Release Notes......................................................................................................................69
Endnotes.................................................................................................................................................70
HARVARD BUSINESS PUBLISHING | Marketing Simulation: Managing Segments and 3
Customers V3
, QUICK FACTS TEACHING NOTE TECHNICAL GUIDE APPENDICES
Quick Facts
Key Information
Author HBS Professor Das Narayandas
Players/Scenarios/Roles Single player and team play, multiple scenarios
Asynchronous Play? Single player yes, team play no
In-Class or Out-of-Class Play Either
Teaching Points Channel conflict, customer acquisition, customer retention, customer satisfaction, market
planning strategy, market research, market segmentation, market share, pricing strategy,
profitability
Target Audience Advanced undergraduate, graduate, MBA marketing, or executive audiences where any of
the above subjects are taught
Accompanying/ Teaching Note, Dynamic Debrief Slides, Author Commentary, and Debrief Videos
Supplemental Material
Approximate Time Student Preparation: 5 minutes Simulation Play: 60 minutes
Required Debrief: 60 minutes
Running the Simulation
Technical specifications for this simulation can be found here: (A) Technical Specifications, (B) System Check. The typical steps
for setting up and running this simulation are as follows:
1. In the simulation setup tab, click “Set up a new run.” The class can play multiple runs of the simulation if the instructor
chooses.
2. Customize the simulation’s scenario and weighted measurements for your class needs.
3. Ensure all students are populated into the simulation. Students are assigned as individuals by default. If choosing
team play, go to the “Manage Teams” tab to populate the teams.
4. Open the simulation for play. When students are finished playing, begin the debrief.
See also: Technical Guide
Learn More
To learn more about this simulation, carefully review the Teaching Note and take advantage of any or all of the following
resources:
Free trial Webinar recording
Simulation preview Information sheet
Instructional videos Web tour
For these and other resources visit the Educator Copy: https://hbsp.harvard.edu/product/8880-HTM-ENG
HARVARD BUSINESS PUBLISHING | Marketing Simulation: Managing Segments and 4
Customers V3
REVI SED: OCTO BER 3 , 2020
T EA CH ING NOT E
Marketing Simulation:
Managing Segments and Customers V3
,Table of Contents
Quick Facts............................................................................................................................................ 4
Key Information........................................................................................................................................4
Running the Simulation............................................................................................................................4
Learn More...............................................................................................................................................4
Getting Started............................................................................................................................................5
Teaching Note..............................................................................................................................................5
Overview..................................................................................................................................................5
Introduction..............................................................................................................................................5
Synopsis.................................................................................................................................................5
Teaching Objectives...............................................................................................................................6
The Student Experience...............................................................................................................................7
Overview..................................................................................................................................................7
Analyze Section.....................................................................................................................................8
Teaching Plan...............................................................................................................................................9
Suggested Uses.........................................................................................................................................9
Possible Team Play................................................................................................................................9
Introduction..............................................................................................................................................9
Sample Assignment Schedule..............................................................................................................10
Debrief the Simulation............................................................................................................................10
Assignment Questions.........................................................................................................................11
Classroom Discussion..........................................................................................................................11
Framework for Analysis.......................................................................................................................14
Design Principles Adopted in Developing the Simulation.......................................................................31
Technical Guide................................................................................................................................. 33
Adopting the Simulation and Enabling Student Access..........................................................................33
Help Resources....................................................................................................................................34
Simulation Overview..................................................................................................................................35
Student User Screens.............................................................................................................................35
HARVARD BUSINESS PUBLISHING | Marketing Simulation: Managing Segments and 2
Customers V3
, Prepare Page.......................................................................................................................................35
Tutorial................................................................................................................................................35
Analyze Section...................................................................................................................................36
News Tab.............................................................................................................................................44
Decide Page.........................................................................................................................................45
Results.................................................................................................................................................47
Leaderboard........................................................................................................................................48
Team Play............................................................................................................................................49
Facilitator User Screens..........................................................................................................................50
Simulation Setup.................................................................................................................................50
User Management................................................................................................................................52
Facilitator Materials............................................................................................................................53
Class Results.........................................................................................................................................53
Best Score............................................................................................................................................54
Market Position...................................................................................................................................55
Appendices................................................................................................................................................57
Appendix A: Prepare Text.......................................................................................................................57
Appendix B: Sample Simulation Results and Sensitivities........................................................................58
Appendix C: Student Decisions...............................................................................................................61
Appendix D: Model Decision Causality....................................................................................................62
Appendix E: Causal Diagram...................................................................................................................64
Appendix F: Model Decision Fields.........................................................................................................65
Appendix G: Endogenous News Field Entries.........................................................................................65
Appendix H: Calculation of Player Scores...............................................................................................66
Appendix I: Suggested Reading..............................................................................................................68
Appendix J: Release Notes......................................................................................................................69
Endnotes.................................................................................................................................................70
HARVARD BUSINESS PUBLISHING | Marketing Simulation: Managing Segments and 3
Customers V3
, QUICK FACTS TEACHING NOTE TECHNICAL GUIDE APPENDICES
Quick Facts
Key Information
Author HBS Professor Das Narayandas
Players/Scenarios/Roles Single player and team play, multiple scenarios
Asynchronous Play? Single player yes, team play no
In-Class or Out-of-Class Play Either
Teaching Points Channel conflict, customer acquisition, customer retention, customer satisfaction, market
planning strategy, market research, market segmentation, market share, pricing strategy,
profitability
Target Audience Advanced undergraduate, graduate, MBA marketing, or executive audiences where any of
the above subjects are taught
Accompanying/ Teaching Note, Dynamic Debrief Slides, Author Commentary, and Debrief Videos
Supplemental Material
Approximate Time Student Preparation: 5 minutes Simulation Play: 60 minutes
Required Debrief: 60 minutes
Running the Simulation
Technical specifications for this simulation can be found here: (A) Technical Specifications, (B) System Check. The typical steps
for setting up and running this simulation are as follows:
1. In the simulation setup tab, click “Set up a new run.” The class can play multiple runs of the simulation if the instructor
chooses.
2. Customize the simulation’s scenario and weighted measurements for your class needs.
3. Ensure all students are populated into the simulation. Students are assigned as individuals by default. If choosing
team play, go to the “Manage Teams” tab to populate the teams.
4. Open the simulation for play. When students are finished playing, begin the debrief.
See also: Technical Guide
Learn More
To learn more about this simulation, carefully review the Teaching Note and take advantage of any or all of the following
resources:
Free trial Webinar recording
Simulation preview Information sheet
Instructional videos Web tour
For these and other resources visit the Educator Copy: https://hbsp.harvard.edu/product/8880-HTM-ENG
HARVARD BUSINESS PUBLISHING | Marketing Simulation: Managing Segments and 4
Customers V3
