Marketing Education
Experiential Learning through Marketing Simulators
Exhibit Authentic marketing simulators like Destiny impart
much needed combat experiences through a concentrated dose of analytics-based strategic marketing.
Marketing simulators impart much needed combat experiences, equipping practitioners with the skills to succeed
in the consumer market battleground. They combine theory with practice, linking the classroom with the
consumer marketplace.
Advanced, analytics-centred, authentic simulators like Destiny mirror the
buying behaviours of consumers, to give participants the unique experience of running a virtual organization.
Traversing business years within days, they impart a concentrated dose of analytics-based strategic
marketing experiences.
Pit against one another, teams learn to implement effective marketing and business strategies, and develop an
understanding of what drives store choice and brand choice.
Participants acquire a stronger sense of the marketplace and become proficient in the use of market knowledge
and financial data for day-to-day business decisions.
The key to experiential learning is authenticity. The simulator must incorporate key aspects of the marketplace
and impart life-like experiences of managing brands and banners.
Educators need to be careful as there are plenty of toys that masquerade as simulators. Lacking authenticity,
fake simulators imbue the wrong gut instincts! Imagine what could happen if pilots were trained on flawed
flight simulators.
The author, Ashok Charan, is the developer of the Destiny marketing simulator.
He has over 26 years’ industry experience, working at companies like Unilever and Nielsen, and is currently
teaching at the NUS Business School.
Related articles:
Destiny: Consumer Marketing Simulator