Associate Professor of Marketing Lawrence Garber was recently interviewed about his use of game-play to teach marketing at the Institute of Management Technology in Ghaziabad, India.
Here is an excerpt from the article:
The name of the game is Markstrat and Prof. Garber describes it as an overall experience of learning through action, rather than a directed exercise. “Markstrat works by simulating durable goods industries consisting of four to six firms, with student teams acting as each firm’s marketing department,” he said. “The market consists of five consumer segments served by three channels of distribution. Each firm allocates funds for various activities including advertising, sales, product development and marketing research. Student teams must also make decisions regarding price and production order quantities. Teams are given the objective of maximising net contribution to profits.”
Garber is a visiting associate professor at the IMT-Ghaziabad. The interview appears on the school’s website and can be viewed here.