In My Marketing Experience students act as Marketing Managers of a jeans brand. They create their own unique marketing plan, starting with an external market analysis, a customer segmentation analysis, positioning and branding, setting objectives and KPIs, and implementing tactics using the full marketing mix.
Our marketing simulation consists of eight rounds, where each round represents a quarter of a calendar year; each round covers and utilises specific marketing theory for students to grasp and implement. Teams take strategic decisions and tactical actions based on their own metrics and analyses.
The aim of our marketing simulation is for students to work effectively in teams and compete to gain market share during each round. Students learn about key marketing theories and are empowered to make high-level strategic decisions to improve the their jeans brand: one that has a strong focus on brand awareness, brand image, and brand loyalty.
The dashboard of the simulation changes throughout each round and includes marketing theories to understand and apply when it comes to making strategic and tactical decisions for that specific round. In the first round students start by analysing the external market and determine their objectives and metrics. In the second round teams decide on their target group by using a unique list of segmentation criteria. The third round covers branding and positioning where the simulations provides a real-time positioning map on which all participating teams are plotted. In round four to eight the main objective is to implement the complete marketing mix on a strategic and tactical level.
"I think it is really helpful for preparing for a career in business to have an experience such as this. It's a good mixture of practice and theory and it is really encouraging to see the, almost, real–life consequences of our work!"
Undergraduate Student, University of Durham
Once the marketing simulation has ended, students are able to download their own unique marketing plan which is generated automatically from within the simulation. The marketing plan is based on their own strategic decisions, tactical actions, results and justifications for the decisions taken. My Marketing Experience has been developed in collaboration with Pearson Education and Dr. Mairead Brady (Assistant Professor in Marketing at Trinity College Dublin and co-author of Kotler's renowned marketing management books).
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