A Simplified, Non-Computerized Marketing Channels Game

Abstract

Several computer-based business simulation games are available as teaching aids and the author’s experience suggests the most widely adopted ones are Day and Ness’ “Marketing in Action,” the Carnegie-Mellon management game, and “Intop.” These three and the vast majority of the others share several characteristics. Practically all, for example, simulate companies competing in a complex industrial environment, sometimes multinational in scope. Most look at the industry from the manufacturer’s point of view requiring a great variety of attendant decisions to be made by participants for each time period. Each also usually requires a substantial commitment with regard to computer setup, memory, time, keypunching, clerical details, paper and student orientation. The net result of these factors is the student learning from involvement with these games occurs under significant adversity, in the author’s opinion. This paper dwells briefly on some observations on two specific problems and shortcomings of most computer-based business games. Its main purpose, however, is to describe a simplified, noncomputerized experimental learning exercise which the author has developed and is useful in teaching marketing channels of distribution concepts.