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Success Stories: Using Business Simulation Games

For over 30 years, our business simulation games have helped world-renowned institutions and organizations engage, inspire and help students to become the successful marketers they are today. But don’t just take our word for it, listen to the professors and students who use and swear by our business simulation games and take some inspiration for your classroom.

Success Stories

Video Stories

A Brand Strategy Simulation Challenge

One of our largest simulation challenges involving 1,400 SKEMA Business School students, 18 professors, 12 hours (per program) & 1 BrandPRO business simulation

Teaching Executive Students with MarkStrat

How do you bring practice into the classroom for your executive students? Professor Vatroslav Skare from the University of Zagreb on using Markstrat business simulation game.

Case Studies

Professor Masaki Matsunaga

Professor Masaki Matsunaga

Teaching with Markstrat


Professor Daniela Castillo

Getting Instructor Certified

Dr. Nirmal Gupta

Dr. Nirmal Gupta

Teaching with Markstrat

Lewis Lim

Lewis Lim

Teaching with Markstrat

Professor Miguel Angelo Hemzo

Professor Miguel Angelo Hemzo

Teaching with Markstrat

Professors from across the world

Professors from across the world

Distance learning success stories

Professors' Testimonials

“When I run Markstrat, I reveal the results in class… and there’s such anticipation because they’ve worked really hard on their strategy decisions, so they’re dying to see how it comes out. There are very few things I’ve had in my teaching career where I’ve literally had students waiting on the edge of their seats to see what comes next.”

Alan Malter, University of Illinois

I’ve had students, usually Executive MBAs, come back years later and say they find themselves using Markstrat terminology to argue for actions within their own company. The simulation is so involving, learning and long-lasting, they’re seeing their own business and marketing world through the Markstrat lens.

Prof. Bill Cron, Texas Christian University (USA)

My students loved the game. Markstrat provides a very stimulating learning environment that helps the students integrating and applying the marketing concepts covered during the course.

Eva Ascarza, London Business School, (UK)

Thank you for living up to the high standard of support we have come to expect from the StratX Support Team. Rapid, comprehensive, positive response. It is always a pleasure doing business with you.

Julian de Meyrick, Lecturer, Macquarie University in Australia

I finished Markstrat simulation last week among 50 students at TAPMI, Manipal. The feedback from my students has been exhilarating. I was stunned when I got a standing ovation on the last day ! So much overwhelmed were the students by the simulation-experience”

Dr .R.C. Natarajan, Ph.D, Associate Professor of Marketing, T A Pai Management Institute, Manipal (India)

Over several decades, Markstrat has remained one of the finest pedagogical tools in the area of marketing strategy. I have used it extensively around the globe, both for MBA program and for corporate teaching and at various levels in organizations. Markstrat is highly analytical tool and is based on rigorous marketing concepts. It gives enough flexibility to any professor to blend intense theoretical constructs with practical realities. It provides superior learning laboratory to participants to learn sound marketing principles along with superior decision making skills.

Dr. Nirmal Gupta, Marketing Educator, Indian School of Business (India)

I have no hesitation in concluding that standards in marketing analysis, marketing management and marketing strategy achieved by our MBA students are far higher from using Markstrat than they ever were when our course was purely book-based.

Prof. Guy Knapton, University of Phoenix Europe

I really love Markstrat and have been using it for the past 3 years (6 semesters in total) as I think it provides the students with a highly challenging but rewarding experience to practice their higher level marketing skills. I also have past students who have advised me that they have been given work positions based on their discussion of what they learned in Markstrat – it gives them a competitive edge because they can discuss marketing strategy more insightfully. So thank you for a wonderful program

Dr Lynda Andrews, Lecturer School of Advertising, Marketing and Public Relations, Queensland University of Technology (Australia)

I am teaching an Executive MBA Marketing Strategy course, with a key component being Markstrat. The StratX technical support staff has been extremely professional and patient in helping me and my class understand both the fundamental philosophy and relevant strategies of the simulation. Your support and guidance has enabled me to focus on teaching Strategic Marketing using a very sophisticated and practical hands-on approach.

Prof. Sandy Becker, Rutgers University, Graduate School of Management (USA)

Markstrat is simply the best simulation I’ve used in taking the analytical and strategic thinking skills, as well as teamwork spirit, of my MBA students and participants of executive education programs a step further. It’s the perfect tool for them to apply business concepts in a highly competitive, but still risk-free, environment.

Prof. Paulo Sergio Quatiermeister, ESPM, Associado Escola Superior de Propaganda e Marketing

Markstrat has been a fundamental tool for my Undergraduate, Master of Science and MBA courses in Brazil. The simulation allows the understanding and exercising the basics of Strategic Marketing up to the foundations of several Marketing Research reports presented in the game. I have received consistently positive and enthusiastic feedbacks from students about their learning experience. Other than that, I should say that the StratX support team for the Instructor makes a difference when planning the course management and running the game.

Professor Luciano e Castro, University of Sao Paulo (Brazil)

I’ve successfully used Markstrat for several years in my Marketing Management and Marketing Strategy courses at the MBA and the EMBA level. It enables students to assimilate several concepts discussed in the courses in a competitive, data-rich environment. They learn about team work, and quickly see the good and bad of their decisions at less cost to their careers. I highly recommend it to marketing instructors.

Prof. Vithala Rao, Cornell University (USA)

The simulation provided the right platform for the students to apply all of their relevant learning first-hand, and face the consequences almost instantly. Owing to the integrative and competitive nature of the simulation, the course attracted one of the largest student registrations ever.

Dr .R.C. Natarajan, Director, IRMA (Institute of Rural Management Anand) (India)

We use Markstrat in our undergraduate, MBA, and senior MBA programs. Each time we use the simulation, we see an amazing transformation in our students into highly analytical, confident, and finance-savvy marketing decision makers. The students have a lot of fun competing among themselves in highly engaging marketplace scenarios.

Lewis Lim, Ph.D., Associate Professor of Marketing Practice, Nanyang Business School (Singapore)

Your assistance has allowed me to make Markstrat an even more meaningful part of my classes’ curriculum at UW Milwaukee.  Every class I have had over the last couple of years has thoroughly enjoyed Markstrat (even those teams frustrated by their less than stellar performance).  It is a great learning experience.  I am amazed how things have developed over the years in the simulation space.

Bret Goodman, Professor, University of Milwaukee (USA)

“Your development of Markstrat provides it with a much more modern feel and that has been very successful.”

Richard Meek, Senior Teaching Fellow, Lancaster University Management School

‘Wow – it looks fantastic! As someone who has been teaching Markstrat off and on since the days when decisions were written by HAND on sheets of paper and then passed to the instructor for input, to big floppy disks, to finally being web-accessible, I love the new look.’

Professor Donna L. Hoffman, Louis Rosenfeld Distinguished Scholar and Professor of Marketing

I very much like the Digital MediaPRO simulation. It seems to meet all of my learning objectives for that part of the course, and I’m planning to use it again next semester in my Advanced Branding class (a graduate-level Marketing elective in our Master of Arts in Management program).

Roger L. Beahm, Full Professor of Practice in Marketing, Wake Forest University (USA)

The BrandPro Workshop has been really helpful. Learning and playing with the simulation hands-on in the workshop, helped me overcome my hesitations that this simulation would be challenging to use in the classroom. The professional workshop execution and the wonderful support of BrandPro staff has definitely reassured me to use BrandPro in my teaching!

Dr. Barbara Stöttinger, Associate Professor, Academic Director, Professional MBA Mktg & Sales, WU Vienna (Austria)

A very big THANK YOU for all the tremendous support you gave to my recent MBA course. Everything went really well !

Dr Belina Dewsnap, Lecturer in Marketing, School of Business and Economics, Loughborough University (UK)

Markstrat es quizá el mejor simulador en el área de mercadeo. Desde mi experiencia, es claro que Markstrat es una herramienta muy valiosa para comunicar y afincar conceptos como segmentación, innovación y manejo de productos, todos conceptos claves en la gestión de mercadeo. Desde la perspectiva de mis estudiantes, la retroalimentación que recibo siempre es positiva, especialmente por la clara conexión entre el simulador y las muchas situaciones de la vida cotidiana en el mundo del mercadeo.

Professor Ricardo Vallenilla, Marketing Profesor, IESA (Caracas Venezuela)

“I found Markstrat 7 to be very good, very easy to use. It’s intuitive, and it does a good job of putting the information you want at hand right there for you at each step.”

Professor Lawrence L. Garber, Elon University

“The Markstrat certification is a great way to get introduced to this simulation. What is great about the certification is that it contributes to shorten the learning curve to start right away and also you get interesting ideas about how to apply Markstrat for different audiences and formats.”

Andrés Cuneo, Associate Professor of Marketing, ESADE Business School

“When I speak to students a year or more after the course, guess what’s the one thing they remember? It’s Markstrat. It’s because it’s the most enlightening and insightful piece. I like to call it “infotainment” because it’s information and entertainment combined. And they remember that.”

Professor Sandy Becker, Columbia University

Participants' Testimonials

“The group interaction was intense, as the simulation requires a lot of work, but the intensity made this one of the most rewarding group projects of my MBA.”

Jeff, Northwestern University

“If you are a Marketing student and you haven’t/will never use Markstrat Simulation, I feel bad for your future. I am learning so much.”

Tweet from Allison

“If you are a Marketing student and you haven’t/will never use Markstrat Simulation, I feel bad for your future. I am learning so much.”

Marc, S.M.I.S. ESSEC, Laboratoire Takéda France

“Markstrat extensively developed my strategic thinking!”

Kevin from Rochester Institute of Technology

“It’s been great to play Markstrat!

“I was a little bit worried at the start; after the first period I felt like I was going to sink under all the data… but it got better as of the second period, and I really quickly got immersed into the game! Our team was managing a company and we were always very anxious to get results to continue our progression.

“The whole team got overexcited, and very quickly got clear goals: get market shares, launch a new product while watching competitors moves…. Have the most successful strategy to win!

“It’s been a really fun, enriching learning experience!”

Marguerite-Marie, S.M.I.S. ESSEC

“I learned more during this simulation than I did during regular class time.”

Student at Dartmouth College

“I loved the competitive aspect of the simulation…it was wonderful to see strategies succeed, and it was very motivating when competitors’ strategies proved more effective. I found MarkStrat to be very effective at cementing the intangible marketing concepts we cover in class.”

Casey, Georgetown University

“I loved being able to compete with the peers in the real time.”

Vineet, UCLA Anderson School

“It’s exciting to control a company, put theory into action and actively compete against classmates.”

Thomas, University of Pennsylvania

“Markstrat allowed me to better understand course concepts by applying them to my experience!”

Vera, McGill University

“The realism was incredible.”

Thomas, Northwestern University

“Very good concept, I would play outside of school if it was available; Lots of good information available to make decisions; Good application to real world.”

Maggie, University of Pennsylvania

“Great learning tool as it mirrors real world! The complexity of decision making made it more valuable than some simpler simulations I’ve seen.”

Lindsay from Macquarie University

“Gives a real life experience to the marketing world. Helped to increase understanding and putting into practice the marketing lessons learnt during lectures and seminars throughout the year.”

Ekta, Warwick University

“Very realistic, was an excellent learning experience & gave a greater understanding to topics covered in the course.”

Amisha, Warwick University

“I enjoyed working as a team and gaining a more practical understanding of how business works.”

Kea from RMIT University

“I just wanted to let you know how much I enjoyed your class. This was the first marketing class that I have taken and although I knew that I would find it interesting, I didn’t realize how much I would love it. My favorite was the Markstrat simulation. When I first looked into it I was overwhelmed and intimidated by all the information. Once I started getting familiar and more comfortable with it, it was so exciting. I looked forward to the morning after the decisions and couldn’t wait to see how the group did. I was just telling Mikal that I was going through Markstrat withdrawal symptoms! We both equally enjoyed it!”

Student at University of Houston-Victoria

You people are really amazing in your customer response and services. Kudos 😊

Rashmi, student at Brock University, Canada

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