Laptop: A Principles of Marketing Simulation


  • A. J. Faria
  • John R. Dickinson


LAPTOP is a microcomputer based simulation game designed for use in the principles of marketing course. It is intended to provide a complement to the traditional lecture and textbook approach to this course. LAPTOP aims for a niche between highly specialized and highly comprehensive games. Some features include an environment drawn from real-world scenarios and data, qualitative as well as quantitative decisions, marketing concept and theory material integrated into the student manual, and a high degree of user-friendliness for both administrator and student.