COMPUTYPE: A Strategic Marketing Game

Resumen

COMPUTYPE is a new computer simulation designed to teach marketing strategy to Commerce undergraduate or M.B.A. students. The game lasts for the equivalent of ten calendar years, and during that time, the four market segments evolve considerably. The scenario encourages students to think and plan on a long-term basis. COMPUTYPEs second objective is to be "user friendly’ for the game administrator. It runs quickly on a standard IBM PC, and includes a “what-if” program for the professor to easily assess the impact of student errors. This paper describes COMPUTYPEs pedagogical and administrative aspects, and reviews its first classroom use.