What made you choose Markstrat for your program?
My first experience with Markstrat was as an undergraduate student in the 80’s, I was very satisfied with the learning it provided. I started using it as teacher in the 90’s as it proved itself a very powerful tool to integrate marketing strategy concepts in a fun and involving way.
What is your class setting?
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.
Does Markstrat solve a problem for you? If so, how?
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.
What is your approach to using Markstrat in the classroom?
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.
What is your favorite feature of Markstrat?
The multivariate tools that help to develop a data-driven strategy.
Can you share results and impact of using Markstrat in the classroom?
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.
Do you have anything else you would like to share regarding your experience using Markstrat?
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.