Adding Case Materials to Reinforce the Realism in Marketing Simulations

Abstract

Marketing simulations allow students to get hands-on experience making complex business decisions. An ancillary package was developed to enhance realism, by including scenarios that capture realistic details of business decision-making. Scenarios were supported by current industry cases that illustrate how these details have been dealt with in the real-word. The author chose to focus on new product development in the automobile industry. However, this approach can be used with other industries and functional areas of marketing. This paper discusses the rationale for developing the ancillary package, describes its application in the classroom, and assesses its use.

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