Success story:

"Today I am in charge of the course Marketing Strategy Simulation. Each class of students from the fourth year is divided in 6 individual office-like rooms where each group access the game to analyze and make the marketing decisions of each round."

"As most of the other disciplines in the course are conceptual, Markstrat offers the opportunity to integrate all concepts that have been taught over the previous years in a systematic way in a scenario similar to real life. It is also very effective to practice teamwork."

"I make an initial presentation of the aims and tools of the software and make a trial run with the “practice” file to help them familiarize with the interface and decisions, and conduct 12 rounds of the game, helping with the mechanics of the game, but avoiding giving strategic decisions information."

"The multivariate tools that help to develop a data-driven strategy."

"When I started using Markstrat at USP, I applied a questionnaire with the students to identify the impact of use of the game in  their learning progress, which resulted in a paper published in vol 8, n.20 of the Revista Brasileira de Gestao de Negocios (Brazilian Journal of Business Management) that concluded: the students recognize the simulation as a transdiciplinarity tool that helps them obtain an holistic view of the strategic marketing decision process, while learning teamwork skills like negotiation, time management and building relationships."

"It’s a very exciting game for the students, that motivates them to critically evaluate what they learned in previous courses in a near-reality environment and go back to the theory and concepts to better understand their application. The course creates an emotional bond with the experience of the game that lasts for several years."