At Copenhagen Business School (CBS), a one-day simulation game using MyMarketingExperience enhances student understanding of marketing strategy. The game integrates key concepts in a practical, high-pressure context. Students gain a holistic view of marketing challenges, with overwhelmingly positive feedback highlighting its effectiveness in bridging theory and practice.
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As an external lecturer at Copenhagen Business School (CBS), Jacob Holm teaches a master's degree class with 50 to 100 students from diverse backgrounds. The class includes both Danish and international students, some with marketing experience and others without. To provide a comprehensive understanding of marketing, Jacob utilises the MyMarketingExperience simulation game. This tool is essential as traditional lectures often only cover parts of the marketing curriculum, leaving students without a complete picture.
The game allows students to engage with various marketing concepts such as segmentation, positioning, the four P's, and strategy in a practical context. By playing the game, students can see how different elements interact and influence each other, which is crucial for understanding overall marketing strategy. They typically play the game after covering the strategy part of the curriculum and before moving on to topics like Corporate Social Responsibility and future discussions.
The lecturers’ approach is to play the game in one intense day. This method is due to time and budget constraints and is a deliberate strategy to foster focused, relevant discussions. The one-day format has proven effective, as it simulates real-life scenarios where quick decision-making is required. Throughout the day, the time allocated for each decision-making round decreases, simulating the pressure and urgency found in actual marketing roles.
The feedback from students has been overwhelmingly positive. They appreciate gaining a holistic view of the marketing concepts taught in class and understanding the complexity of real-world marketing challenges. The game provides a realistic and engaging way for students to experience the decision-making process of a marketing manager.
Consequently, Jacob aims to incorporate the MyMarketingExperience simulation game into the curriculum every year, given its success in enhancing students' comprehension and appreciation of marketing strategy.
Watch the full interview with Jacob Holm
