Dr. Ahmed Tolba, Professor of Marketing and Chair of the Department of Management (Heikal Department of Management, Onsi Sawiris School of Business) at the American University in Cairo, has been a long-time advocate for experiential learning in both academic and corporate environments. His use of the Markstrat simulation spans undergraduate and graduate classrooms, executive MBA courses, and increasingly, corporate training programs. In a recent conversation, he shared how simulations like Markstrat are reshaping how professionals approach business challenges.
Dr. Tolba’s transition into using simulations for corporate training came organically. After years of successfully using Markstrat in academic settings, he introduced the tool to corporate leaders participating in his Executive MBA courses. One executive, impressed by the depth and impact of the experience, requested it for his team. 'Step by step,' Tolba says, 'it started to become popular.'
His corporate training sessions now include a diverse mix of industries—ranging from fast-moving consumer goods to banking. He often customizes the structure of the simulation depending on the background and needs of the participants.
Dr. Tolba reflects on the importance of active facilitation, especially when dealing with varying skill levels in short-format trainings. From ensuring equitable participation to supporting less quantitatively inclined learners, the setup phase is crucial.
“You need to manage the team very well… some participants may feel isolated if others dominate.”
According to Dr Tolba, in one standout moment, a dramatic last-round reversal created a wave of emotion in the room. This clip captures the joy, intensity, and deep engagement that simulations evoke—even among senior professionals.
“They were just hugging and celebrating… others quickly checked what went wrong.”
Dr. Tolba believes the Markstrat simulation is a really effective way to get participants to think strategically. What's more, to promote long-term thinking, Tolba introduces a mid-program strategy presentation. Participants reflect on their past decisions and build a forecasted plan—grounding future moves in analysis and foresight.
“They analyze their performance, forecast future rounds, and develop a full strategy. Once that’s done, the rest becomes easier.”
In sectors like banking, the simulation's value isn’t in mirroring technical tasks—it’s in cultivating leadership and strategic perspective. In this clip, Dr. Tolba explains how corporate leaders can frame simulations as tools for capability development, no matter what industry they work in.
“It’s not about the industry… it’s about building strategic thought and collaboration.”
Beyond business acumen, Tolba emphasizes how simulations foster deep team collaboration, mutual respect, and improved communication—critical skills in any workplace.
“You see teams bonding… they start to respect each other and listen more.”
For Dr. Tolba, the value of StratX simulations goes beyond content. He praises the technical quality, ease of use, and especially the support team:
“The responsiveness is fantastic… the design is complex yet doable. I really appreciate what StratX is doing.”
Ahmed Tolba’s approach proves that when delivered thoughtfully, simulations can compress years of business experience into a few immersive days. Participants leave with sharpened strategic skills, greater confidence, and a new appreciation for marketing's analytical rigor. Whether training future marketers or corporate leaders, simulations like Markstrat offer a transformative path from theory to practice.
Watch the full interview here: